Putra, Ramadhan Maulana and Primadini, Intan (2021) Covid-19 and Cinemas: The Importance of Creating the Engagement with Customers through Social Media. International Journal of New Media Technology, 13 (1). pp. 82-92. ISSN 2581-1851
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PEER REVIEW JURNAL COVID19 AND CINEMAS THE IMPORTANCE THE ENGAGEMNT WITH COSTUMERS THROUGH SOCIAL MEDIA.pdf Download (346kB) | Preview |
Abstract
The Covid-19 pandemic has resulted in one of the largest cinema companies in Indonesia, Cinema XXI, to temporarily close their business. Despite the closing, Cinema XXI is still trying to build the engagement with their customers on social media by carrying out marketing activities through the Instagram @Cinema.21. Therefore, the aim of this study is to find out how Cinemas utilizing social media in creating customer engagement during Covid-19. This study is a quantitative research and data is obtained through survey using questionnaire. This research questionnaire was distributed to 400 respondents. Based on the result of this study, it is known that Read Dimension has the highest influence on Engagement. Furthermore, Social Media Marketing was found to significantly influence Customer Engagement.
| Item Type: | Article |
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| Keywords: | Covid-19, Cinema XXI, Social Media, Social Media Marketing, Customer Engagement. |
| Subjects: | 000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 004 Computer Science, Data Processing, Hardware 600 Technology (Applied Sciences) > 610 Medicine and Health > 616 Diseases 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations |
| Divisions: | Faculty of Communication > Strategic Communication |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 19 Nov 2021 14:17 |
| Last Modified: | 06 Jun 2022 07:17 |
| URI: | https://kc.umn.ac.id/id/eprint/19205 |
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