PENGARUH E-MARKETING MIX DYANDRA GLOBAL TERHADAP MINAT BELI TIKET KONSER NCT TDS 4 JAKARTA

Abstract

Perkembangan teknologi digital mendorong perubahan cara perusahaan berkomunikasi dengan konsumen, di mana aktivitas pemasaran yang sebelumnya didominasi media konvensional kini semakin memanfaatkan media digital seperti media sosial, website, dan berbagai platform online. Perubahan tersebut memungkinkan perusahaan menyampaikan pesan pemasaran secara lebih cepat serta menjangkau audiens yang lebih luas. Transformasi tersebut juga memengaruhi cara konsumen memperoleh informasi sebelum melakukan pembelian. Penelitian ini bertujuan untuk memahami bagaimana pengaruh E-Marketing Mix Dyandra Global terhadap minat beli tiket konser NCT TDS 4 Jakarta. Latar belakang penelitian ini yaitu munculnya media digital yang mengubah pemasaran konvensional menjadi pemasaran berbasis digital terutama pada industri konser. Pendekatan yang digunakan adalah kuantitatif dengan metode survei, melibatkan 100 responden yang merupakan penonton konser NCT TDS 4 Jakarta, yang dipilih menggunakan purposive sampling. Data dikumpulkan menggunakan kuesioner online yang memuat indikator variabel independen (E-Marketing Mix) serta variabel dependen (minat beli). Hasil penelitian menunjukkan bahwa E-Marketing Mix berpengaruh positif terhadap minat beli tiket konser NCT TDS 4 Jakarta. Berdasarkan hasil koefisien determinasi E-Marketing Mix Dyandra Global memberikan pengaruh sebesar 25,4% terhadap minat beli tiket konser NCT TDS 4 Jakarta, sedangkan 74,6% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini karena berada di luar fokus penelitian peneliti.

Advances in digital technology are driving changes in how companies communicate with consumers; marketing activities that were previously dominated by conventional media are now increasingly leveraging digital media such as social media, websites, and various online platforms. These changes enable companies to deliver marketing messages more quickly and reach a wider audience. This transformation also influences how consumers obtain information before making a purchase. This study aims to understand how Dyandra Global’s E-Marketing Mix influences the intention to purchase tickets for the NCT TDS 4 concert in Jakarta. The background of this study is the emergence of digital media, which has transformed conventional marketing into digital-based marketing, particularly in the concert industry. A quantitative approach was used, employing a survey method involving 100 respondents— audience members of the NCT TDS 4 concert in Jakarta—who were selected using purposive sampling. Data were collected using an online questionnaire that included indicators of the independent variables (E-Marketing Mix) and the dependent variable (purchase intention). The results indicate that the E-Marketing Mix has a positive effect on the purchase intention for tickets to the NCT TDS 4 Jakarta concert. Based on the coefficient of determination, the E Marketing Mix developed by Dyandra Global accounts for 25.4% of the variation in purchase intent for tickets to the NCT TDS 4 Jakarta concert, while 74.6% is influenced by other factors not examined in this study because they fall outside the scope of the researchers’ focus.