The Effect of Social Media Marketing on Purchase Decision of K-Pop Idol Iz*One's Albums in Palembang

Authors

  • Siti Ulfa Ridayani Universitas Indo Global Mandiri
  • Juhaini Alie Universitas Indo Global Mandiri
  • Roswaty Roswaty Universitas Indo Global Mandiri

Keywords:

digital marketing, social media marketing, k-pop, purchase decisions, consumer behaviour

Abstract

This study aims to investigate the influence of social media marketing on album purchase decisions, as well as to explore the causes of the wide reach of fans in Palembang City in deciding to purchase the Idol K-pop album IZONE. Data from fans who use Instagram and Twitter are collected through a questionnaire. This study implements a simple linear regression method to analyze data. The results of the investigation show that social media marketing has a significant effect on the decision to buy Idol K-pop album IZONE. This study can provide insights for K-pop idol agencies. The result indicates that to reach Indonesian fans and affect purchasing decision, an agency should optimise their social media marketing strategy.

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Wahid, R. M. (2021). Implementation of Paid Instagram Ads for Fresh Produce Sellers Affected by Covid-19 Pandemic in a Traditional Market in Palembang. International Journal of Innovative Science and Research Technology, 6(1), 322–328.

Wahid, R. M., & Wadud, M. (2020). Social Media Marketing on Instagram: When Is the Most Effective Posting Timing? EPRA International Journal of Multidisciplinary Research, 6(7), 312–321. https://doi.org/10.36713/epra2013

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Published

2021-01-30

How to Cite

Ridayani, S. U., Alie, J., & Roswaty, R. (2021). The Effect of Social Media Marketing on Purchase Decision of K-Pop Idol Iz*One’s Albums in Palembang. International Journal of Marketing & Human Resource Research, 2(1), 27-34. Retrieved from https://www.journal.jis-institute.org/index.php/ijmhrr/article/view/176

Issue

Vol. 2 No. 1 (2021)

Section

Articles

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This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)