Influence of Social Media Marketing, Event Marketing and Public Perception of Buying Interest and Decision to Buy Fajara Daily Newspaper in the Era of Information Industry Disruption

Serang, Serling (2020) Influence of Social Media Marketing, Event Marketing and Public Perception of Buying Interest and Decision to Buy Fajara Daily Newspaper in the Era of Information Industry Disruption. IOSR Journal of Business and Management, 22 (8). pp. 39-57. ISSN 2319-7668

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Abstract

This research is to find out and analyze to know and analyze the influence of Social Media Marketing, Even Marketing and Perception on Purchasing Decisions mediated by The Interest of Buying Fajar Makassar Daily Newspaper in the Era of Information Industry Disruption with a population of 250 respondents. Previous sampling using Stratified Random Sampling technique or also called Random sampling was stratification. Stratified Random Sampling is a sample determination technique based on subject groups and between one group and another group appears to have strata or levels. Research samples are part of a population that is taken as a data source and can represent the entire population. The sample in this study was 154 but only 150 respondents were processed according to the questionnaire. The analytical models used in this study are quantitative descriptive and Structural Equation Model (SEM) using the AMOS program. The results of this study indicate that Social Media Marketing directly has a positive and significant effect on the Interest of Buying Newspapers; Even Marketing directly influences positive and significant interest in buying newspapers; Perception directly influences positive and significant interest in buying newspapers; Social Media Marketing directly has a positive but insignificant effect on newspaper purchasing decisions; Even Marketing directly influences positive and significant newspaper purchasing decisions; Perception directly influences positive and significant newspaper purchasing decisions; Buying Interest has a positive and significant effect on newspaper purchasing decisions; Social Media Marketing has a positive and significant effect on purchase decisions mediated by newspaper buying interests; Even Marketing has a positive and significant effect on purchasing decisions mediated by the Interest in Buying Newspapers and Keywords: Social Media Marketing, EvenMarketing,Public Perception, Buying Interests and Purchasing Decisions

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	FAKULTAS EKONOMI > MANAJEMEN
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	21 Jul 2023 01:58
Last Modified:	21 Jul 2023 01:58
URI:	http://repository.umi.ac.id/id/eprint/3320

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