PENGARUH PROMOSI MELALUI WHATSAPP GROUP TERHADAP KEPUTUSAN PEMBELIAN TIKET KONSER (Studi Kuantitatif Pada Komunitas Fans NDX A.K.A)
Abstract
This study aims to analyze the influence of promotion through WhatsApp Groups on concert ticket purchasing decisions among members of the NDX A.K.A Fan Community. The rapid development of digital communication technology has changed marketing strategies, where instant messaging platforms such as WhatsApp Groups are increasingly utilized as promotional media to deliver information effectively and directly to targeted consumers. This research was conducted due to the limited studies that specifically examine WhatsApp Groups as promotional media in influencing consumer purchasing decisions, particularly in the context of music concert ticket purchases. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 144 respondents who were members of the NDX A.K.A Fan Community. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, and simple linear regression analysis with the assistance of SPSS software. The results indicate that promotion through WhatsApp Groups has a positive and significant influence on concert ticket purchasing decisions. This finding is evidenced by the t-value of 20.292 with a significance level of <0.001, and an R Square value of 0.744, indicating that WhatsApp Group promotion explains 74.4% of the variation in purchasing decisions. Therefore, effective promotional activities through WhatsApp Groups can increase the tendency of community members to purchase concert tickets.
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