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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Student Scientific Creativity Journal
Sylvia Amanda
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Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Pemasaran Aplikasi Spotify dalam Global Azahra Salwa; Indri Sri Asdini; Sylvia Amanda; Aurora Elise Putriku; Lenti Susanna Saragih
Student Scientific Creativity Journal Vol. 2 No. 4 (2024): Juli : Student Scientific Creativity Journal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/sscj-amik.v2i4.3403

Abstract

Spotify, present in more than 90 countries with millions of users, faces the challenge of implementing effective marketing strategies to address local market diversity while maintaining global cohesion. This strategy involves increasing product personalization to meet the diverse needs of consumers from various countries, as well as supporting the richness of local music culture in each market, including in countries with strong cultural nationalism such as Indonesia. This research aims to investigate the global marketing strategies implemented by Spotify, the world's leading music streaming platform, with a focus on product personalization, cultural adaptation, and collaboration and partnerships. The research methodology used in this research is a literature review with a qualitative approach and secondary data types. The literature review approach was chosen because it allows collecting information from various relevant sources to answer the research problem formulation. The type of data used is secondary data, obtained from sources such as Spotify annual reports, market research data, academic journal articles, and industry media. The data collection method is carried out by taking data from the library, reading, taking notes and processing research materials. The results of the study conclude that Spotify has succeeded in implementing an effective global marketing strategy to expand its reach and influence in the competitive and diverse music market. With a focus on product personalization, and collaborative partnerships, Spotify has demonstrated significant innovation in facing the challenges of globalization.
Pengaruh Media Sosial Terhadap Pengembangan Komunikasi Bisnis di Shopee Indri Sri Asdini; Azahra Salwa; Sylvia Amanda; Danny Ajar Baskoro; Lenti Susana Saragih
Student Scientific Creativity Journal Vol. 2 No. 4 (2024): Juli : Student Scientific Creativity Journal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/sscj-amik.v2i4.3554

Abstract

This study examines the influence of social media on business communication development in Shopee. Through online surveys and interviews, data were collected from 100 respondents and 30 randomly selected consumers. The analysis results indicate that Shopee's communication strategy through social media is effective in enhancing customer interaction and influencing purchasing decisions. Positive responses to content, content influence on purchases, and Shopee's responsiveness to consumer interactions serve as evidence of the success of these strategies. The implications of these findings emphasize the importance of investing in innovative content development and training for social media response teams.
PENGARUH PENGETAHUAN KEWIRAUSAHAAN DAN PEMANFAATAN MEDIA SOSIAL TERHADAP MINAT BERWIRAUSAHA SISWA KELAS XI PEMASARAN SMK NEGERI 1 MEDAN Sylvia Amanda; Ivo Selvia Agusti
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.60953

Abstract

entrepreneurial interest among eleventh-grade students majoring in Marketing at SMK Negeri 1 Medan. This study used a quantitative approach with an ex-post facto method. The study population consisted of 67 eleventh-grade students majoring in Marketing at SMK Negeri 1 Medan. The sampling technique used total sampling, so the entire population served as the research sample. Data collection was carried out by distributing questionnaires that had been tested for validity and reliability. Data analysis was performed using SPSS 25, which included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (Ftests), and coefficient of determination (R²) tests. The results showed that entrepreneurial knowledge had a positive and significant effect on entrepreneurial interest, as evidenced by a calculated tvalue of 9.631 > ttable of 1.998 and a significance value of 0.000 < 0.05. Furthermore, the use of social media also has a positive and significant effect on entrepreneurial interest, as indicated by the calculated tvalue of 8.416 > ttable of 1.998 with a significance value of 0.000 < 0.05. Simultaneously, entrepreneurial knowledge and social media utilization have a positive and significant effect on entrepreneurial interest, with an Fvalue of 80.283 > Ftable of 3.14 and a significance value of 0.000 < 0.05. In addition, the results of the determination coefficient test show an R Square value of 0.715, which means that 71.5% of the variation in students' entrepreneurial interest can be explained by entrepreneurial knowledge and social media utilization, while the remaining 28.5% is influenced by other factors not examined in this study. The results of this study indicate that Entrepreneurial Knowledge and Social Media Utilization have a positive and significant effect on Entrepreneurial Interest of 11th grade students majoring in Marketing at SMK Negeri 1 Medan. 
Co-Authors Aurora Elise Putriku Azahra Salwa Danny Ajar Baskoro Indri Sri Asdini Ivo Selvia Agusti Lenti Susana Saragih Lenti Susanna Saragih