PENGARUH FACEBOOK MARKETING TERHADAP KEBERHASILAN DIGITAL MARKETING PADA MAHASISWA MANAJEMEN UNIVERSITAS ABDUL AZIS LAMADJIDO
Abstract
This study aims to determine and analyze the effect of Facebook marketing 4C (Content Creation, Content Sharing, Connecting, and Community Building) on the success of digital marketing for management students at Abdul Azis Lamadjido University. The type of research used is descriptive verification research. The population of this study were management students of the Faculty of Economics and Business, Azlam University, batches of 2020, 2021 and 2022. The sampling technique used the Slovin Formula with a sample size of 81 people. Data collection techniques used were observation, questionnaires and documentation. The scale used in this study was the Likert scale and the analysis tool used was multiple linear regression analysis. The results of this study indicate that content Creation, Content Sharing, Connecting, and Community Building simultaneously have a significant effect on the success of digital marketing for management students at Abdul Azis Lamadjido University. Content creation partially has a significant effect on the success of digital marketing for management students at Abdul Azis Lamadjido University. Content sharing partially has a significant effect on the success of digital marketing for management students at Abdul Azis Lamadjido University. Connecting partially has a significant effect on the success of digital marketing for management students at Abdul Azis Lamadjido University. Community building partially has a significant effect on the success of digital marketing for management students at Abdul Azis Lamadjido University.
Keywords: Creation, Content Sharing, Connecting, Community Building, Digital Marketing
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