Motivasi Pengguna dalam Menggunakan Media Sosial dan Keterlibatan dengan Iklan Media Sosial
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Dalam bidang pemasaran, iklan di media sosial telah menjadi media yang kuat untuk pemasaran produk dan jasa. Penelitian ini mengkaji hubungan antara motivasi pengguna dan keterlibatan iklan media sosial. Selain itu, penelitian ini menyelidiki platform media sosial mana yang memiliki keterlibatan pengguna tertinggi. Metode penelitian ini adalah dengan studi cross-sectional dan menggunakan kuesioner dalam pengambilan data. Uji korelasi Pearson Chi-square digunakan untuk penelitian ini. Mahasiswa magister di Universitas Uppsala dipilih sebagai populasi dengan ukuran sampel minimal adalah 30 dan teknik pengambilan sampelnya tidak acak.
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DOI: https://doi.org/10.31315/opsi.v15i2.8198
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