| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
F, Senni Robihati |
|
| dc.creator |
Mulyana, Dadan |
|
| dc.date |
2021-01-22 |
|
| dc.date.accessioned |
2021-03-15T03:53:14Z |
|
| dc.date.available |
2021-03-15T03:53:14Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/25733 |
|
| dc.identifier |
10.29313/.v7i1.25733 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29210 |
|
| dc.description |
Abstract: The 'Glossary Beauty Journal' campaign is a campaign that is widely followed by Indonesian digital natives on social media blogs, especially among college students. Based on this, the researcher wanted to see how much the relationship between the “Glossary Beauty Journal” marketing campaign and the buying behavior of digital natives of blog users among college students. The research method used in this research is quantitative research methods. The research approach used is a correlational approach. The population of this study were all students of Public Administration, Faculty of Social and Political Sciences, Pasundan University, totaling 372 students. The sampling technique in this study using random sampling techniques and obtained 80 female students. The results of this study indicate that there is a strong relationship between the Social Marketing Campaign and Consumer Buying Behavior.Keywords: marketing campaigns, digital natives, consumer buying behavior, blogs.Abstrak: Kampanye ‘Glossary Beauty Journal’ adalah kampanye yang banyak diikuti oleh digital natives Indonesia pada media sosial Blog terutama di kalangan mahasiswa. Berdasarkan hal tersebut, peneliti ingin melihat seberapa besar hubungan marketing campaign ‘Glossary Beauty Journal’ dengan perilaku membli konsumen digital natives pengguna Blog di kalangan mahasiswa. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif. Pendekatan penelitian yang digunakan adalah pendekatan korelasional. Populasi dari penelitian ini yaitu seluruh mahasiswi Administrasi Publik Fakultas Ilmu Sosial dan Politik Universitas Pasundan yang berjumlah 372 mahasiswi. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik random sampling dan diperoleh 80 mahasiswi. Hasil dari penelitian ini menunjukan bahwa terdapat hubungan yang kuat antara Social Marketing Campaign dengan Perilaku Membeli Konsumen.Kata Kunci: marketing campaign, digital natives, perilaku membeli konsumen, blog. |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/25733/pdf |
|
| dc.rights |
Copyright (c) 2021 Prosiding Hubungan Masyarakat |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 7, No 1, Prosiding Hubungan Masyarakat (Februari, 2021); 174-176 |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 7, No 1, Prosiding Hubungan Masyarakat (Februari, 2021); 174-176 |
|
| dc.source |
2460-6510 |
|
| dc.source |
10.29313/.v7i1 |
|
| dc.subject |
Hubungan Masyarakat |
|
| dc.subject |
marketing campaign, digital natives, perilaku membeli konsumen, blog. |
|
| dc.title |
Hubungan antara Social Marketing Campaign dengan Perilaku Membeli Konsumen Pengguna Blog |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|