IMPACT OF MANAGING DIGITAL MARKETING COMMUNICATIONS ON PURCHASES INTEREST (SUBSCRIPTION) (Survey of followers of Zenius Education social media accounts)
M. Diky Rifaldi, Ratih Hurriyati, Hilda Monoarfa.

Department of Management
Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia

Abstract

This research is motivated by technological developments, one of which is the increase in social media users in the pandemic era to support sales by communicating with their followers (potential buyers). This study aims to determine the effect of digital marketing communication with five indicators, namely Online Communities, Interaction, Sharing of Content, Accessibility, and Credibility on consumer subscription interest with four indicators, namely Exploratory Interest, Referential Interest, Preferential Interest, and Transactional Interest. The research design used a causality design with the research method used was descriptive and verification research. The population in this study were followers of Zenius Education^s social media accounts during January and February 2021, the sample was taken using accidental sampling technique as many as 100 respondents. The results showed that digital marketing communications had a positive and significant effect on purchase intention (subscription).

Keywords: e-learning, marketing, digital marketing communication, Purchases interest (subscription).

Topic: Marketing Management