Journal of Marketing Management and Innovative Business Review
Vol. 1 No. 1 (2023): Mariobre, December 2023 (ISSN : 3031-4208)

Pengaruh Sosial Media Marketing dan Advertising Terhadap Keputusan Berlangganan Spotify Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Londong, Jerliyen Pramita (Unknown)
Paridi, Andryanus (Unknown)
Patandean, Eben Hezer (Unknown)
Patanduk, Josua Krisna (Unknown)

Article Info

Publish Date
10 Dec 2023

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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Journal Info
Journal of Marketing Management and Innovative Business Review
Website

Abbrev

mariobre

Publisher

Universitas Kristen Indonesia Paulus

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

MARIOBRE or Journal of Marketing Management and Innovative Business Review is a journal published twice a year in June and December, by the Master of Management Study Program, Universitas Kristen Indonesia Paulus, Indonesia. ISSN Number: 3031-4208. This journal aims to discuss current issues and ...