PENGARUH KAMPANYE DIGITAL SPOTIFY WRAPPED TERHADAP BRAND ADVOCACY SPOTIFY DI MEDIA SOSIAL

ISMI ALIVIA WULANDARI, . (2024) PENGARUH KAMPANYE DIGITAL SPOTIFY WRAPPED TERHADAP BRAND ADVOCACY SPOTIFY DI MEDIA SOSIAL. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Perilisan Spotify Wrapped selalu dinantikan pengguna setiap tahun dan menjadi tren populer dalam berbagi hasil preferensi musik, namun dapat menimbulkan tantangan terkait keberlanjutan minat pengguna terhadap Spotify. Penelitian ini bertujuan untuk mengetahui kontribusi kampanye digital Spotify Wrapped terhadap brand advocacy di media sosial dan partisipasi pengguna Spotify menjadi brand advocate melalui kampanye digital Spotify Wrapped. Pendekatan yang digunakan adalah kuantitatif. Populasinya adalah pengguna Spotify yang berjumlah 574 juta pengguna. Teknik pengambilan sampel menggunakan metode purposive sampling dengan teknik simple random sampling menggunakan rumus Slovin, didapatkan sampel sebanyak 100 responden. Teori yang digunakan dalam penelitian ini adalah teori Brian Solis serta Keller dan Swaminathan. Kampanye digital diukur berdasarkan empat dimensi yaitu Exposure, Engagement, Influence, dan Action sedangkan Brand Advocacy diukur berdasarkan lima (5) dimensi yaitu Intention to try new product of the brand, Resilience to negative information, Positive word of mouth, Trust, dan Affective commitment. Hasil uji korelasi pearson memperoleh nilai 0,822 dengan signifikasi 0,000 maka uji hipotesis pertama disimpulkan H0 ditolak dan H1 diterima. Hasil uji analisis regresi linear sederhana memperoleh taraf signifikasi 0,00 maka uji hipotesis kedua disimpulkan H0 ditolak dan H1 diterima. Kesimpulan dari penelitian ini adalah kampanye digital Spotify Wrapped memiliki pengaruh dan kontribusi positif terhadap brand advocacy Spotify di media sosial dan terdapat hubungan antara partisipasi pengguna Spotify dalam kampanye digital Spotify Wrapped dengan tingkat brand advocacy Spotify yang aktif di media sosial. Kata Kunci: Kampanye Digital; Advokasi Merek; Spotify Wrapped; Media Sosial  ********* ABSTRACT The release of Spotify Wrapped is awaited by users every year and has become a popular trend in sharing music preferences, but it can challenge regarding the sustainability of users' interest in Spotify. This research aims to determine the contribution of the Spotify Wrapped digital campaign to brand advocacy on social media and the active participation of Spotify users to become brand advocates through the digital campaign. The approach used in this research is quantitative. The population in this research is Spotify users, totaling 574 million users. The sampling technique used a purposive sampling method with a simple random sampling technique using the Slovin formula, obtaining a sample of 100 studies. The theory used in this research is the theory of Brian Solis; Keller and Swaminathan. Digital campaigns are measured based on four (4) dimensions, namely Exposure, Engagement, Influence, and Action, while Brand Advocacy is measured based on five (5) dimensions, namely Intention to try new products of the brand, Resilience to negative information, Positive word of mouth, Trust, and Affective commitment. The results of the Pearson correlation test obtained a value of 0.822 with a significance of 0.000, so the first hypothesis test concluded that H0 was rejected and H1 was accepted. The results of the simple linear regression analysis test obtained a significance level of 0.00, so the second hypothesis test concluded that H0 was rejected and H1 was accepted. The conclusion of this research is that the Spotify Wrapped digital campaign has a positive influence and contribution to Spotify's brand advocacy on social media and there is a connection between Spotify users' participation in the Spotify Wrapped digital campaign and the level of Spotify brand advocacy that is active on social media. Keywords: Digital Campaign; Brand Advocacy; Spotify Wrapped; Social media

Item Type:	Thesis (Diploma)
Additional Information:	1). Muria Putriana, S.A.P.,M.Pd.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D III Hubungan Masyarakat
Depositing User:	Users 22267 not found.
Date Deposited:	04 Jun 2024 04:53
Last Modified:	04 Jun 2024 04:53
URI:	http://repository.unj.ac.id/id/eprint/45407

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