The Role of Social Media in Omnichannel Strategy To Improve Purchase Intention: Indicator-Based Approach (Case Study: XYZ Housing)

Agnes Intan Mafiana

Authors

Agnes Intan Mafiana Universitas Negeri Surabaya

Keywords:

omnichannel; social media; purchase intention; digital marketing; indicator-based approach

Abstract

Penelitian ini bertujuan untuk menganalisis dampak optimalisasi promosi omnichannel berbasis media sosial terhadap minat beli konsumen di Perumahan XYZ. Penelitian ini menggunakan pendekatan kuantitatif eksplanatif dengan menyebarkan kuesioner terstruktur kepada 30 responden terpilih. Indikator yang diteliti meliputi konsistensi konten, interaktivitas, aksesibilitas, dan keinformatifan di seluruh platform seperti Instagram, TikTok, dan Facebook. Data dianalisis menggunakan statistik deskriptif dan analisis regresi linier berganda untuk mengetahui pengaruh parsial dan simultan masing-masing indikator terhadap minat beli. Hasil penelitian menunjukkan bahwa promosi omnichannel yang konsisten dan informatif berpengaruh signifikan terhadap kepercayaan konsumen dan minat beli. Penelitian ini memberikan wawasan praktis bagi pengembang properti untuk mengelola pemasaran digital secara strategis melalui strategi konten terintegrasi dan berbasis data.

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