Pengaruh Strategi Komunikasi Pemasaran Digital Terhadap Keputusan Pembelian Album Musik Korean Pop Melalui Online Shop Instagram

Ciptadi, Anisa Nur Agustin and , Nieldya Nofandilla, S.E., MA (2022) Pengaruh Strategi Komunikasi Pemasaran Digital Terhadap Keputusan Pembelian Album Musik Korean Pop Melalui Online Shop Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The phenomenon of online shopping is currently growing and is liked by the public because it has easy access in terms of fulfilling wants and needs. The Kpop online shop is one of the big influences in the development of Kpop throughout Indonesia because currently Korean culture that is developing through Hallyu is dominated by the music industry and has fans from various ages. The purpose of this study was to find out how the influence of digital marketing communication strategies on purchasing decisions for Korean Pop music albums on the online shop Instagram on Kpop fans in the City of Solo Raya. This study uses quantitative research with data collection techniques using questionnaires distributed to 150 respondents of Kpop fans residing in the city of Solo Raya. The results of the study explain that the coefficient value Y = 12.204 + 0.809 X, with a calculated value greater than the table value, namely 23.855 > 1.976, meaning that digital marketing communication strategies have a very strong influence on purchasing decisions for Korean Pop music albums through the online shop Instagram..

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Digital Marketing Communication, Instagram Online Shop, Purchasing Decision
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ANISA NUR AGUSTIN CIPTADI
Date Deposited:	24 Oct 2022 02:06
Last Modified:	24 Oct 2022 02:06
URI:	http://eprints.ums.ac.id/id/eprint/105164

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