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All Journal The Indonesian Journal of Computer Science
Khairunnisa
Universitas Sriwijaya
Computer Science & IT Electrical & Electronics Engineering Engineering

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Analisis Pengaruh Strategi Konten Sosial Media Terhadap Aplikasi Layanan Streaming Khairunnisa; Dedy Kurniawan; Ali Ibrahim; Endang Lestari Ruskan
The Indonesian Journal of Computer Science Vol. 12 No. 6 (2023): Indonesian Journal of Computer Science (IJCS)
Publisher : AI Society & STMIK Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33022/ijcs.v12i6.3597

Abstract

Social media marketing is becoming a key strategy for streaming applications. This study analyzes the content strategy of the Instagram account @Netflixid and its impact on customer loyalty. The study uses a quantitative approach with an online survey as a data collection method and Structural Equation Modeling (SEM)-Partial Least Squares (PLS) as a research method. The results show that content that reflects the behavior of followers and is animated is preferred by Netflixid audiences. This content strategy also has a positive impact on customer loyalty.
Co-Authors Ali Ibrahim Endang Lestari Ruskan Solly Aryza