Journal of Digital Marketing and Communication

The Effect of Starbucks Reward Marketing Communications on Instagram @starbucksindonesia on Followers Buying Interest

Muhammad Yoga Farhan, Elisabeth Nugrahaeni, K.Y.S. Putri — Thu, 21 Nov 2024 00:00:00 +0000

The development of technology has significantly influenced various aspects of life, particularly in communication and business, which are closely interconnected. In marketing, effective communication plays a crucial role, a concept known as marketing communication. In today's digital era, most activities are conducted online, making marketing communications increasingly reliant on online media. Marketing communication is a strategic activity aimed at creating awareness or knowledge about products and their attributes, informing consumers about product benefits, building a positive image, and fostering positive attitudes, preferences, and buying interest in the product. This research aims to examine the effect of Starbucks Reward marketing communications on Instagram @starbucksindonesia on followers' buying interest. A quantitative research approach with a survey method was employed. The population for this study consisted of followers of the Instagram account @starbucksindonesia, with a sample size of 100 participants. The research findings indicate that the calculated t-value was 9.091, which is greater than the critical t-value of 1.995 (9.091 > 1.995). The significance value was 0.000, which is less than the threshold of 0.05 (0.000 < 0.05). These results demonstrate a significant influence of the independent variable X (Marketing Communications) on the dependent variable Y (Buying Interest).

The Effect of Uploads on Folkative on the Fulfillment of Information for Z Generation

Sun, 17 Nov 2024 00:00:00 +0000

A rapid development, especially in the technology industry, led to a big impact on media development. A lot of media companies switched from conventional media to digital media because of fear of being eroded and disability to adapt with the digital advances. not only that, there were also a lot of new online media appearance based on social media, one of which is Folkative. We cannot deny that social media is a new platform which is loved by lots of people, especially Z generation, so the appearance of new online media such as Folkative created a uniqueness of it. Folkative itself is a new online media platform based on Instagram which focused on news, art, culture, and local products, Folkative was called as new media since it was established on 2018. This research aims to determine the effect of uploads on Folkative on the fulfillment of information for Z generation. This research is quantitative research which defines phenomenon with numbers. This research also focused on communication major student at Universitas Negeri Jakarta especially on class of 2020 as the population. This research tests the validity and reliability of data, simple linear regression test to check the effect, and hypothesis test using IBM SPSS (Statistical Product and Service Solutions) version 25. Based on the results of this research, it was determined that there was a positive impact of 15,6%, so it was concluded that there was an effect of uploads on Folkative on the fulfillment of information for Z generation.

Influence of Advertising on Platform YouTube on Interest in Buying Netflix Services Products

Muhammad Alfian Aryadi, Dini Safitri, Kinkin Yuliaty Subarsa Putri — Sun, 17 Nov 2024 00:00:00 +0000

The development towards digital has made many changes that have occurred in various aspects of human life. In this era, many social media applications have sprung up which are certainly a means of entertainment for some people. With the increasing frequency of access to social media, several product or service companies advertise their products or services on social media, one of which is Netflix. One of the social media that they use to advertise their services is Youtube. This is becausee YouTube has become one of the most frequently accessed social media by people. This study uses a quantitative method with a correlational approach. The population contained in this study were 82 students of the Communication Science study program, Universitas Negeri Jakarta, 2019. Sampling in the study using probability sampling method by means of simple random sampling. The number of sample taken was 68 respondents based on calculations using the Slovin formula. From this study, the results obtained are that there iss an influence between ads on Youtube platform on students buying interest. This is evidenced by calculations using t count and t table and significance analysis. In addition, Netflix advertisements on Youtube have a direct relationship with the variable Y with a constant value of 4.228. Therefore, it can be ignored that Ads on Youtube Platform have an influence on the interest in buying Netflix service products.

Digital Marketing and Consumer Nutritional Behavior

Aysu Kömürcü, Dilara Özdil, Ahmet Reha Botsali, Didem Önay Derin — Mon, 23 Sep 2024 00:00:00 +0000

Digital marketing involves promoting and selling products and services online and it is becoming extremely critical for retailers to gain new customers. Digital marketing uses online platforms, e-mail communications and messaging services, advertisements, and multi-modal online techniques. Digital marketing techniques can be used in parallel with machine learning and artificial intelligence to provide more effective results in analyzing customer behavior. Artificial intelligence (AI) has become an important and popular tool in the 21st century, affecting almost every sector, including engineering, science, medicine, business, finance, and marketing. However, AI’s dominance in every field of life, especially in digital marketing, may cause some ethical concerns related to consumers. In addition to these moral concerns, digital marketing creates doubts about its negative impact on human health. For this reason, understanding consumer behavior and providing products according to consumer needs has become indispensable for companies today. Digital marketing is everywhere in our daily lives and is also frequently used in the food industry. Through digital marketing, food industries promote the consumption of foods that are particularly high in energy and poor in nutrients. Consequently, individuals exposed to digital marketing in the food industry may be prone to obesity-related problems. This study analyzes the relationship between digital marketing, AI, and consumer behavior specifically on eating habits along with references from the literature.