The Role of Social Media Marketing in Tukol Sport Store's Digital Marketing Strategy on Consumer Intention
Keywords:
Consumer Intention, Digital Marketing, Electronic Word Of Mouth, Interactive Marketing, Social Media Marketing
Abstract
The development of digital marketing encourages businesses to utilize social media as a strategic tool to attract consumer interest. This study aims to analyze the influence of Entertainment, Electronic Word of Mouth (E-WOM), and Interactive on Consumer Intention on the Tukol Sport Ponorogo Instagram account. The study used a quantitative approach with an explanatory method. The study population was active followers of the Tukol Sport Instagram account, with a sample of 286 respondents determined using the Slovin formula and accidental sampling techniques. Data collection was carried out through a structured questionnaire with a Likert scale, then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that Entertainment, E-WOM, and Interactive had a positive and significant effect on Consumer Intention, both partially and simultaneously. The Interactive variable had the largest influence, while the three variables together were able to explain 68.3% of the variation in Consumer Intention. This study concluded that a social media marketing strategy that combines interesting content, positive customer reviews, and responsive interactions can increase consumer interest in marketed products.via Instagram.
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Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Strategi pemasaran digital: Inovasi untuk maksimalkan penjualan produk konsumen di era digital. Jurnal Ilmiah Multidisiplin Amsir, 2(1), 155–166.
Atiq, M., Abid, G., & Anwar, A. (2022). Influencer marketing on Instagram: A sequential mediation model of storytelling content and audience engagement via relatability and trust. Frontiers in Psychology, 13, Article 345.
Candraningrat, N., Niken, S., & Zainul, W. (2024). An overview and framework for a marketing viewpoint on digital business models. Journal of Managerial Sciences and Studies, 2(1), 426–441.
Chaturvedi, V., & Singh, N. (2022). The influence of social media marketing on consumers behavior. International Journal of Information Technology and Management, 16(1), 63–70.
Desrtriyanto, E., Ayuningtyas, P., Setiawan, F., & Purwaningrum, T. (2022). The role of electronic word of mouth in mediating TikTok social media toward the organizational image of Universitas Muhammadiyah Ponorogo. Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(1), 14–22.
Djati, B. S., & Abdurrahman, A. (2024). Aktivitas pemasaran melalui media sosial Instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen. Journal of Economics, Business, Accounting and Management (JEBAM), 2(1), 97–109.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanoko, P. F., & Effy, R. Z. (2021). Analisis pengaruh komunikasi electronic word of mouth terhadap brand equity dan purchase intention pada luxury fashion item e-commerce Banananina di media sosial Instagram. Jurnal Ilmiah Indonesia, 6(7), 3245–3259.
Kim, K., Chung, T. L. D., & Fiore, A. M. (2023). The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions. Journal of Retailing and Consumer Services, 70, Article 103153.
Kurniawan, F. U., & Yasya, W. (2025). Pengaruh electronic word of mouth (E-WOM) di media sosial Instagram terhadap minat berkunjung followers @Rummahgoa. Social Sciences Journal, 1(2), 73–82.
Kurniawan, Y. A., & Sastika, W. (2024). Analisis strategi influencer marketing pada Instagram Studio Dapur tahun 2024. Jurnal Riset Bisnis dan Investasi, 13(3), 1538–1549. https://doi.org/10.34127/jrlab.v13i3.1202
Leon Saputra, I. K., & Wardana, I. M. (2023). Pengaruh social media marketing, brand image, dan electronic word of mouth terhadap minat beli konsumen. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(1), 43–51.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektivitas media Instagram dan electronic word of mouth terhadap minat beli serta keputusan pembelian. Jurnal Penelitian IPTEK, 5(1), 101–115.
Mustika, A., Thaha, A. R., & Wulandari, A. (2022). How interactivity of Instagram ads through hedonic motivation can affect purchase interest. Journal of Applied Management, 20(1), 98–108.
Ningsi Wahyu, P. W., & Ekowati, S. (2021). Pengaruh promosi di media sosial dan word of mouth terhadap keputusan pembelian skincare MS Glow. Jurnal Manajemen Modal Insani dan Bisnis, 2(1), 50–57.
Pandjaitan, R. H. (2024). The social media marketing mix trends in Indonesia for 2024: Communication perspective. Komunikasi, 9(1), 251–269.
Riandy, K., & Firdausy, M. C. (2022). Pengaruh informativeness, entertainment, dan personalization terhadap advertising value dengan dampaknya terhadap purchase intention pada pelanggan Instagram Ambu Coffee di Cibinong. Jurnal Manajerial dan Kewirausahaan, 4(2), 409–416.
Sekaran, U. (2014). Research methods for business: A skill-building approach (6th ed.). John Wiley & Sons.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Udhayalaksami, G. (2024). Navigating digital frontiers: The impact and influence of social media in modern marketing. International Journal of Management, 11(1), 55–60.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204.
Wijianto. (2024). Strategi Pengembangan Wisata Alami Dalam Era Digitalisasi. Jurnal Ilmiah Edunomika, 08(02), 1–10.
Published
2026-08-26
How to Cite
Rexy Nova Ardana, Fery Setiawan, & Wijianto, W. (2026). The Role of Social Media Marketing in Tukol Sport Store’s Digital Marketing Strategy on Consumer Intention. International Journal of Economics, Business and Innovation Research, 5(05), 2272-2296. https://doi.org/10.63922/ijebir.v5i05.5399
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