EFEKTIVITAS KAMPANYE SPOTIFY PREMIUM FOR STUDENTS PADA MAHASISWA DI JAKARTA DENGAN AISAS MODEL

AFFANDIO WADUD ANGKAT, . (2026) EFEKTIVITAS KAMPANYE SPOTIFY PREMIUM FOR STUDENTS PADA MAHASISWA DI JAKARTA DENGAN AISAS MODEL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan pemasaran digital mendorong perusahaan memanfaatkan kampanye digital untuk menarik perhatian dan meningkatkan keputusan konsumen. Salah satu upaya tersebut dilakukan melalui kampanye Spotify Premium for Students yang menyasar mahasiswa dengan menawarkan layanan premium berharga khusus. Penelitian ini bertujuan menganalisis efektivitas kampanye Spotify Premium for Students pada mahasiswa di Jakarta menggunakan pendekatan AISAS (attention, interest, search, action, share). Penelitian ini menggunakan metode kuantitatif deskriptif dengan teknik purposive sampling terhadap 96 responden. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan statistik deskriptif, nilai rata-rata (mean), dan Tingkat Capaian Responden (TCR). Hasil penelitian menunjukkan bahwa kampanye Spotify Premium for Students termasuk dalam kategori efektif dengan nilai rata-rata 3,92. Dimensi attention memperoleh nilai tertinggi (4,16), sedangkan dimensi share memperoleh nilai terendah (3,58), namun keduanya tetap berada pada kategori efektif. Temuan ini menunjukkan bahwa model AISAS mampu menggambarkan efektivitas kampanye digital Spotify Premium for Students dalam menarik perhatian, membangun minat, mendorong pencarian informasi, menghasilkan tindakan, serta mendorong audiens untuk berbagi pengalaman.***** The rapid development of digital marketing has encouraged companies to utilize digital campaigns to attract consumer attention and influence purchasing decisions. One such initiative is the Spotify Premium for Students campaign, which targets university students by offering premium subscription services at a discounted price. This study aims to analyze the effectiveness of the Spotify Premium for Students campaign among university students in Jakarta using the AISAS (Attention, Interest, Search, Action, Share) model. This research employed a descriptive quantitative method with a purposive sampling technique involving 96 respondents. Data were collected through a five-point Likert scale questionnaire and analyzed using descriptive statistics, mean scores, and the Respondent Achievement Level (RAL). The results indicate that the Spotify Premium for Students campaign is categorized as effective, with an overall mean score of 3.92. The Attention dimension obtained the highest mean score (4.16), while the Share dimension recorded the lowest mean score (3.58); however, both dimensions remained within the effective category. These findings demonstrate that the AISAS model is capable of describing the effectiveness of the Spotify Premium for Students digital campaign in attracting attention, generating interest, encouraging information search, driving action, and motivating audiences to share their experiences.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, M.M. ; 2). Dewi Agustin Pratama Sari, S.E., MSM.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Affandio Wadud Angkat .
Date Deposited:	02 Sep 2026 03:31
Last Modified:	02 Sep 2026 03:31
URI:	http://repository.unj.ac.id/id/eprint/73628

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