市场与社交媒体作为营销策略对创意产业细分市场拓展的影响

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-08-21 DOI:10.55927/ijabm.v2i4.5165

Andhika Purnomo Wibowo, S. Wijiastuti, Zandra Dwanita Widodo

{"title":"市场与社交媒体作为营销策略对创意产业细分市场拓展的影响","authors":"Andhika Purnomo Wibowo, S. Wijiastuti, Zandra Dwanita Widodo","doi":"10.55927/ijabm.v2i4.5165","DOIUrl":null,"url":null,"abstract":"This study aims to determine: (1) The effect of the marketplace on market segment expansion, (2) The effect of social media on market segment expansion (3) The effect of marketplace and social media on market segment expansion. This research is a quantitative type with data analysis techniques using multiple linear regression. The sample in this study will be selected using a purposive sampling technique. The sample in this study was 50 respondents who were MSME actors in the Pottery Creative Industry in Paseban Village, Klaten Regency. From the simultaneous test (Test F) which shows that there is a significant influence between Marketplace and Social Media on Market Segment Expansion. Based on the test of the coefficient of determination (R2), the Adjusted R Square value shows a result of 0.841. This means that the Market Segment Expansion variable is influenced by Marketplace and Social Media variables by 84.1% while the remaining 15% market segment expansion is influenced by other variables not included in this study","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":null,"pages":null},"PeriodicalIF":16.4000,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Effect of Marketplace and Social Media as a Marketing Strategy on the Expansion of Creative Industry Market Segments\",\"authors\":\"Andhika Purnomo Wibowo, S. Wijiastuti, Zandra Dwanita Widodo\",\"doi\":\"10.55927/ijabm.v2i4.5165\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to determine: (1) The effect of the marketplace on market segment expansion, (2) The effect of social media on market segment expansion (3) The effect of marketplace and social media on market segment expansion. This research is a quantitative type with data analysis techniques using multiple linear regression. The sample in this study will be selected using a purposive sampling technique. The sample in this study was 50 respondents who were MSME actors in the Pottery Creative Industry in Paseban Village, Klaten Regency. From the simultaneous test (Test F) which shows that there is a significant influence between Marketplace and Social Media on Market Segment Expansion. Based on the test of the coefficient of determination (R2), the Adjusted R Square value shows a result of 0.841. This means that the Market Segment Expansion variable is influenced by Marketplace and Social Media variables by 84.1% while the remaining 15% market segment expansion is influenced by other variables not included in this study\",\"PeriodicalId\":1,\"journal\":{\"name\":\"Accounts of Chemical Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":16.4000,\"publicationDate\":\"2023-08-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Accounts of Chemical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.55927/ijabm.v2i4.5165\",\"RegionNum\":1,\"RegionCategory\":\"化学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CHEMISTRY, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.55927/ijabm.v2i4.5165","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}

引用次数: 0

摘要

本研究旨在确定:(1)市场对细分市场扩张的影响;(2)社会化媒体对细分市场扩张的影响;(3)市场和社会化媒体对细分市场扩张的影响。本研究为定量研究，采用多元线性回归的数据分析技术。本研究的样本将采用有目的的抽样技术进行选择。本研究的样本为克拉森摄政区Paseban村陶器创意产业的50名中小微企业演员。从同时检验(检验F)来看，Marketplace和Social Media对细分市场的扩张有显著的影响。根据决定系数(R2)的检验，调整后的R方值为0.841。这意味着市场细分扩张变量受市场和社交媒体变量的影响为84.1%，而其余15%的市场细分扩张受到本研究未包括的其他变量的影响

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

The Effect of Marketplace and Social Media as a Marketing Strategy on the Expansion of Creative Industry Market Segments

This study aims to determine: (1) The effect of the marketplace on market segment expansion, (2) The effect of social media on market segment expansion (3) The effect of marketplace and social media on market segment expansion. This research is a quantitative type with data analysis techniques using multiple linear regression. The sample in this study will be selected using a purposive sampling technique. The sample in this study was 50 respondents who were MSME actors in the Pottery Creative Industry in Paseban Village, Klaten Regency. From the simultaneous test (Test F) which shows that there is a significant influence between Marketplace and Social Media on Market Segment Expansion. Based on the test of the coefficient of determination (R2), the Adjusted R Square value shows a result of 0.841. This means that the Market Segment Expansion variable is influenced by Marketplace and Social Media variables by 84.1% while the remaining 15% market segment expansion is influenced by other variables not included in this study

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.