MODEL PERILAKU KEPUTUSAN PEMBELIAN PRODUK BERBASIS AGEN: FENOMENA PENGARUH MEDIA SOSIAL
Abstract
Influencer media sosial dalam pemasaran digital telah menjadi fenomena baru karena mereka
dapat menggantikan peran influencer tradisional. Namun, diskusi tentang fenomena ini masih
kurang jelas dalam literatur akademis sejauh pengetahuan kita. Penelitian ini bertujuan untuk
memahami peran social media influencer dalam interaksi sosial dan implikasinya terhadap
keputusan pembelian produk kecantikan untuk memberikan gambaran suatu perusahaan dalam
mengambil keputusan bisnis menggunakan Instagram. Simulasi pemodelan berbasis agen
(ABM) digunakan untuk memahami fenomena ini. Simulasi tersebut merupakan kombinasi
dari pendekatan deduksi yang memanfaatkan teori perilaku terencana (TPB) dan pendekatan
induksi melalui observasi kehidupan nyata. Beberapa parameter digunakan untuk mendukung
proses simulasi, antara lain jumlah pengikut, jumlah suka/komentar, jumlah posting, dan daya
tarik influencer. Berakhir dengan memutuskan untuk membeli suatu produk atau tidak, yang
diidentikkan dengan angka penjualan. Penelitian ini mengklasifikasikan tiga influencer yang
berbeda dengan karakteristik yang telah ditentukan. Simulasi menunjukkan bahwa penjualan
produk menggunakan Influencer [B] menghasilkan penjualan tertinggi melalui iterasi
berulang, diikuti oleh Influencer [A] dan Influencer [C]. Beberapa parameter juga menjelaskan
fenomena social media influencer dalam keputusan pembelian produk. Studi ini menemukan
bahwa jumlah konten yang diposting merupakan parameter paling signifikan dalam keputusan
pembelian produk. Namun, parameter lain juga memberikan kontribusi yang signifikan.
Melalui kombinasi yang tepat, organisasi dapat mempertimbangkan parameter ini mengenai
kontribusi influencer media sosial terhadap penjualan produk mereka. Keterbatasan penelitian
dan rekomendasi disajikan secara lengkap dalam artikel ini.
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