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All Journal Jurnal Kajian Ilmiah Journal of Applied Management and Business (JAMB) Indonesian Journal of Business Analytics (IJBA) Jurnal Kewirausahaan dan Manajemen Bisnis CUAN Jurnal Ilmiah Ekonomi dan Manajemen
Franciscus Dwikotjo Sri Sumantyo
Fakultas Ekonomi Dan Bisnsi; Universitas Bhayangkara Jakarta Raya
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Indonesian Journal of Business Analytics (IJBA)

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The Implications of Market Segmentation, Positioning, and Lifestyle on KPOP Merchandise Online Marketing (Case Study on NCT Community) Tutik Yoganingsih; Dovina Navanty; Indah Rizki Maulia; Franciscus Dwikotjo; Andrian Andrian
Indonesian Journal of Business Analytics Vol. 3 No. 6 (2023): December 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i6.5863

Abstract

This study aims to determine the effect of Market Segmentation, Positioning, and Lifestyle Implications on Merchandise KPOP Online Marketing. This study was conducted on the NCT community. The number of samples determined was 96 respondents, with sampling techniques using Non-Probability Sampling. This study used a descriptive quantitative method, with a validity test analysis method, reliability test, normality test, multicollinearity test, heterocedaticity test, multiple linear regression test, hypothesis test, and coefficient determination test. The analysis tool in this study is SPSS version 25. The results of this study show that market segmentation, positioning, and lifestyle have a positive and significant effect on online marketing of sex-pop merchandise both in part and simultaneously. The coefficient of determination shows a figure of 0.815 which means that the online marketing variable of the sex population is influenced by market segmentation, positoning, and lifestyle variables of 81%.
Co-Authors Agus Dharmanto Andrian Andrian Aulia Fitria Wulandari Billy Brilliant Dovina Navanty Fahmi Abdul Aziz Farhan Saputra Farhan Saputra Fitrah Nurul Aulia Indah Rizki Maulia Josua Lamindo Karo Karo Julietha Lindasari Fortuna Natalia Karina Rachmawati Kelly Kurniawan Luluk Fitri Wijaya Meita Fitriani Mohamad Dimyati Hadi Saputra Muhammad Rezqi Robi Omara Karol Basori Rafqi Okta Agung Anugerah Riza Amelia Roddiyah Cahyani Tutik Yoganingsih