MATHEMATIC MODEL OF INFLUENCER EFFECT AND STRATEGY FOR INCREASING CONSUMER PURCHASES

• Main Author: Wira Putri Rahayu, Chandra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77616
• Institution: Institut Teknologi Bandung

Over time, social media users always increase. In addition to communicating, social media can also be used as a digital marketing tool to promote a product or service. One form of marketing strategy carried out by business owners is influencer marketing, which is a digital marketing strategy to promote products or services from a brand using the services of influencers. Business owners believe that influencers can affect people's perceptions in making decisions and can increase sales. This research models the growth of influencer followers and examines the effect of influencers on their follower’s purchasing decisions.The model is viewed assuming population division into active social media users populations (????), influencer follower populations (????) and product buyers populations (????). To find out how the influencer phenomenon affects consumer purchases, a survey was conducted. Data processing from surveys is used to estimate the rate of interaction of active social media users with influencer followers (????1), information rate (????2), purchase rate of internal product factors (????1), and the purchase rate of influencer review factors (????2). In reducing marketing costs and increasing product sales, then parameters ????1, parameters ????2, combinations of parameters ????1 and ????2, as well as combinations of parameters ????1 and ????2 will be optimized with optimal control strategies. The results of numerical simulations show that the effective control strategy carried out is control over a combination of parameters ????1 and ????2, which can increase sales up to 7.226%