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 1 Q4 BUSINESS

International Journal of Asian Business and Information Management Pub Date : 2023-08-21 DOI:10.55927/ijabm.v2i4.5165

Andhika Purnomo Wibowo, S. Wijiastuti, Zandra Dwanita Widodo

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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

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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

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来源期刊

International Journal of Asian Business and Information Management BUSINESS-

CiteScore

2.80

自引率

0.00%

发文量

期刊介绍： The mission of the International Journal of Asian Business and Information Management (IJABIM) is to establish an effective channel of communication between academic and research institutions, policy makers, government agencies, and individuals concerned with the complexities of Asian business, information technologies, sustained development, and globalization. IJABIM promotes and coordinates developments in the field of Asian and Chinese studies, as well as presents strategic roles of IT and management towards sustainable development with emphasis on practical aspects in Asia. It is especifically focused on Central Asia/Himalayan region/Southeast Asia/Far East.