ANALISIS STRATEGI PEMASARAN DALAM TRANSFORMASI MEDIA CETAK KE MEDIA ONLINE TERHADAP KINERJA PEMASARAN PADA TRIBUN LAMPUNG
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Abstract
Marketing performance is a measure of the success that a company can achieve in marketing its products. The purpose of this study was to determine empirically the analysis of marketing strategies (product, distribution, promotion) in the transformation of print media to online media on marketing performance at tribun lampung in 2024. This study used a sample of all Lampung Tribune clients with 104 respondents and the sampling technique used was census or total sampling. The data used in this study are primary data obtained through distributing questionnaires. The data analysis method was carried out using multiple linear regression methods, descriptive statistics, classical assumption tests, and hypothesis testing. The analytical tool used is the SPSS V.23 program. The results in this study show that product affects marketing performance, place/distribution affects marketing performance, promotion affects employee performance and simultaneously product, place/distribution, and promotion affect marketing performance on tribun lampung.
Keywords: marketing strategy, media transformation, marketing
performance
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