Klasifikasi Efektivitas Iklan di E-Commerce dan Media Sosial terhadap Minat Beli Mahasiswa UMS dengan Decision Tree
DOI:
https://doi.org/10.52436/1.jpti.727Kata Kunci:
decision tree, e-commerce, efektivitas iklan, media sosial, minat beliAbstrak
E-commerce dan media sosial memiliki perbedaan dalam mempengaruhi minat beli, di mana e-commerce berfokus pada personalisasi dan transaksi langsung, sementara media sosial menekankan interaksi sosial dan konten kreatif. Penelitian ini bertujuan untuk menganalisis dan membandingkan efektivitas iklan di kedua platform terhadap minat beli mahasiswa S1 Universitas Muhammadiyah Surakarta (UMS). Metode yang digunakan adalah survei dengan kuesioner berbasis skala Likert, yang didistribusikan secara daring kepada mahasiswa S1 UMS. Variabel yang diukur meliputi minat beli (variabel dependen) serta lima variabel independen: responsiveness, informativeness, visibility, meta voicing, dan guidance shopping. Model ini di uji menggunakan dataset 396 responden dengan validasi 80:20 untuk data training dan testing. Data dianalisis menggunakan algoritma Decision Tree untuk mengidentifikasi variabel yang paling berpengaruh terhadap minat beli pada masing-masing platform. Hasil penelitian menunjukkan bahwa media sosial memiliki akurasi model yang lebih tinggi dibandingkan e-commerce dalam memprediksi minat beli mahasiswa. Selain itu, Guidance Shopping (X5) merupakan variabel paling berpengaruh dalam iklan media sosial, sedangkan Meta Voicing (X4) lebih dominan dalam e-commerce. Temuan ini memberikan wawasan bagi pelaku bisnis dalam menentukan strategi pemasaran digital yang lebih efektif, dengan mempertimbangkan karakteristik unik dari masing-masing platform. Dengan memahami faktor yang paling berpengaruh terhadap minat beli, perusahaan dapat mengoptimalkan strategi iklan mereka untuk meningkatkan efektivitas pemasaran di e-commerce maupun media sosial.
Unduhan
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