Pengaruh Sosial Media Marketing dan Advertising Terhadap Keputusan Berlangganan Spotify Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus
Keywords:
Social Media Marketing, Advertising, Consumer Purchase Decisions, UKIP, Spotify
Abstract
This research aims to see the influence of the use of Social Media Marketing and Advertising on Spotify subscription decisions among students at Paulus Indonesian Christian University. This research was carried out at the UKIP Makassar campus, where all students were the population of this research. Samples were taken using the Slovin formula and results were obtained from 100 people. The analysis was carried out using the SmartPLS version 4 application. The research results showed that both Social Media Marketing and Advertising had a positive and significant influence on UKIP Students' decision to subscribe to Spotify.
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Setiawan, I & Savitry, Y. (2016). New Content Marketing: Gaya Baru Pemasaran Era Digital (1st ed.). Gramedia Pustaka Utama.
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Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia - Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229
Cizmeci, F. (2015). The effect of dijital marketing communication tools to create brand awareness by housing companies. MEGARON / Yıldız Technical University, Faculty of Architecture E-Journal, 10(2), 149–161. https://doi.org/10.5505/megaron.2015.73745
Ghozali, & Latan. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed., Vol. 1). Badan Penerbit Universitas Diponegoro.
HALIK, J. B., PARAWANSA, D. A. S., SUDIRMAN, I., & JUSNI, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs TT - Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구(JDS), 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Kartiwi, M., & MacGregor, R. C. (2007). Electronic Commerce Adoption Barriers in Small to Medium-Sized Enterprises (SMEs) in Developed and Developing Countries. Journal of Electronic Commerce in Organizations, 5(3), 35–51. https://doi.org/10.4018/jeco.2007070103
Kotler & Keller. (2009). Manajemen Pemasaran (XIII). Erlangga.
Londong, J. P., Bandhaso, M., & Lintang, J. (2023). UNEXPECTED COST OF KOREAN WAVE DURING PANDEMIC COVID-19 IN MAKASSAR, SOUTH SULAWESI Jerliyen. Accounting Profession Journal (Apaji), 5(2), 409–416. https://www.ojsapaji.org/index.php/apaji/article/view/123/63
Patandean, E. H. (2023). The Influence of Digital Marketing and Campus Image on Student Decisions to Choose to Study at UKI Paulus Makassar. JOURNAL OF ENTREPRENEUR, BUSINESS, AND MANAGEMENT, 1(2), 367–377. https://doi.org/10.37531/jebm.v1i2.53
Setiawan, I & Savitry, Y. (2016). New Content Marketing: Gaya Baru Pemasaran Era Digital (1st ed.). Gramedia Pustaka Utama.
Sugiyono. (2007). Memahami Penelitian Kualitatif. ALFABETA.
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia - Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229
Published
2023-12-10
How to Cite
Londong, J. P., Paridi, A., Patandean, E. H., & Patanduk, J. K. (2023). Pengaruh Sosial Media Marketing dan Advertising Terhadap Keputusan Berlangganan Spotify Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus. Journal of Marketing Management and Innovative Business Review, 1(1), 1-8. https://doi.org/10.63416/mrb.v1i1.168
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