adji, yusuf kurnia and yusanto, yoki and Witantra, Ari Pandu (2022) Pengaruh strategi pemasaran digital terhadap minat pengguna media sosial menggunakan layanan aplikasi perbankan digital jenius. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRACT The evolvement of technology and information affects many sectors, including the financial and banking sectors. The evolvement of technology and information has led to the emergence of many non-bank financial technology companies or fintechs as well as digital banking products where this is part of innovation in the evolvement of technology and information in the financial and banking sectors. Jenius, as the pioneer of the first digital banking in Indonesia, faces challenges from the emergence of new fintech companies and digital banking products. Jenius utilizes digital new media as its marketing medium which is also known as digital marketing. Jenius's digital marketing strategy targets social media users, where Jenius uses social media in its digital marketing activities. The purpose of this study was to determine the effect of Jenius' digital marketing strategy on social media users' interest in using Jenius' digital banking application services. The theory used in this study is the Stimulus-Response (SR) theory. Stimulusresponse theory describes the impact on the receiver of communication. The impact on the first side basically gives a certain response to a certain stimulus. The method used is a survey method with 100 samples from the population of social media users who follow Jenius' official social media accounts and analyzed by simple linear regression test and Pearson correlation test. The results showed that the Digital Marketing variable carried out by Jenius had a significant and positive effect on the Interest in Using variable from social media users by 70.3%. Key Words: Digital Marketing, Digital Banking, Interest In Using, Simple Linear Regression Analysi

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	19 Jul 2024 15:47
Last Modified:	19 Jul 2024 15:47
URI:	http://eprints.untirta.ac.id/id/eprint/15199

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