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Ari Prabowo
Universitas Potensi Utama, Indonesia
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Journal : journal of business management

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Digital Cultural Fusion: The Transformation of Influencers and Social Media Marketing in Shaping The New Cultural Marketing Identity Coffee Shops Prabowo, Ari; Siburian, Paningkat; Bangun, Rosita
Journal of Business Management Vol. 3 No. 1 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i1.149

Abstract

Indonesia is one of the world's leading coffee producers, and most of its Arabica coffee plantations are located in North Sumatra. The coffee trend in Indonesia has now also penetrated into concepts that were previously unimaginable. Many coffee shops no longer prioritize the taste of coffee but instead focus on ambiance. The purpose of this research is to know and analyze the influence of influencer marketing and social media marketing partially and simultaneously on new cultural marketing to coffee shop consumers in Medan City. The method used in this research uses a method, namely the type of research used in this research is a quantitative research method. This research uses an analytical tool is SPSS Version 23. The population in this study was all coffee shop consumers in Medan City, whose number could not be determined with certainty. The sampling method in this study uses accidental sampling technique. The sampling method in this study uses accidental sampling technique. By using the Lameshow formula, the final sample size used was 100 people. The results of this research are (1) Influencer marketing partially has a positive and significant effect on new cultural marketing, (2) Social media marketing partially has a positive and significant effect on new cultural marketing, (3) Influencer marketing and social media marketing together or simultaneously have a positive effect and significant to the new cultural marketing
Co-Authors Achmad Faujzi Adam Saman Prakoso Adam, Aisyah Azhar Adillah, Rani Afiandi, 1Dian Kurnia Ahmad Agung Satrio Aisyah Azhar Adam Akbar, Wawan Akila, Febi Ami Natuz Zahara Ami Natuz Zahara Ananda Fitriani Dewi Anandya Wahyu Lestari Anggy Auliawan Arini, Diah Putri Azzahra, Najwa Salsabilla Azzahri, Shilvani Bangun, Rosita Catur Puji Rahayu Dewi, nanda Fitriani Dhiba Daru Narendra Dian Mahardi Lestari Dias Destya Kharisma Dina Fitri Ana Eka Purnama Sari Erlangga, Andi Yudha Etty Sri Wahyuni Eva Solita Pasaribu Fenny Indrawanti Henny Saida Flora Henry Apan Henry Aspan Idelfonsus Worong Indawati Lestari Jumeida Simatupang Karromatul Mustika Permatasari Kurniawan, Dinanta Lestari, Dian Mahardi lubis, kartika sari Mahlia, Mahlia Maliky, AnggiPutri Mei Krisniati Gulo Mikho Janu Bactiar Moh. Miftakhuddin Zuhri Muhajir Muhajir Muhammad Iffan Ardani MUHAMMAD YUSUF Nadya Riska Ilmi Nanda Fitria Aulanda Nasution, Tazkiatul Amalia Natswa Grasilia Wijaya Nurur Rosyidah PANINGKAT SIBURIAN Pardede, Henry Dunan Parhusip, Austin Alexander Pipit Buana Sari Pratiwi, Nanda Ika Puput Fazria Novita Sari Purwitha Sari Putri Mauliza Putri Mauliza, Putri Ramadhan, Faris Rezah Hose Alfredo Rifda Fitrianty Riska, A. Rizki, Santi Rozaini Rozaini Saragih, Doris Yolanda Sari, Tika Nirmala Shofyan Roni Shopyan Roni Simarmata, Hengki Mangiring Parulian Simarmata, Poltak Pardamean Sipayung, Rosintan Siregar, Ratih Anggraini Siti Nur Asiyah SRI RAHAYU Suci Firdaus Sundjoto, Sundjoto Surya Bakti Syukron Hidayat Pane Tahlia Eka Rafiti Tampubolon, Jusra Tanjung, Safira Tarigan, Rajutawan Riki Maruli Tua Tarigan, Tegar Dermawan Taufik Risal Taufiq Risal Tegar Ilmawan Tika Nirmala Sari Titania Maynur Mahanani Ulfa Rahmawati Vivi Dwi Purwati Wisnu Rayhan Adithya Wulan Dewi Yahya Tanjung Yahya Tanjung Yossie Rossanty Yuli Arnida Pohan Yusriadi Yusriadi Zahara, Ami Natuz