Maintaining Fan Loyalty in the Music Industry through a Cyber Marketing Strategy

Suriyanti, Suriyanti (2022) Maintaining Fan Loyalty in the Music Industry through a Cyber Marketing Strategy. International Journal of Artificial Intelligence Research, 6 (1). ISSN 2579-7298

Text document (20).pdf Download (255kB)

Abstract

This study aimed to examine the effect of marketing methods on fan loyalty towards Gigi Band. The research hypothesis was fully accepted at a probability level of 95%, indicating that marketing methods have a positive and significant effect on fan loyalty. The study also found that Gigi Band's management marketing strategy is very effective in maintaining its work and retaining its fans. The recommendations for future research include exploring additional variables that may influence fan loyalty beyond marketing methods. Additionally, the study suggests that Gigi Band should continue to hold concerts and expand its songwriting segment to increase its recognition among a wider audience. Overall, this research provides valuable insights into the impact of marketing on fan loyalty in the music industry.

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:	03 Jul 2023 03:24
Last Modified:	03 Jul 2023 03:24
URI:	http://repository.umi.ac.id/id/eprint/2921

Actions (login required)

View Item