Presale Promotion, Digital Marketing, and Popularity on Purchase Interest in The Weeknd Concert Tickets
Promosi Presale, Pemasaran Digital, dan Popularitas terhadap Minat Beli Tiket konser The Weeknd
DOI:
https://doi.org/10.21070/ups.11080Keywords:
Presale promotion, Digital Marketing, Popularity, Purchase Intention, Concert ticketsAbstract
This study aims to analyze the influence of Presale Promotion, Digital Marketing, and Popularity on purchase intention toward concert tickets of The Weeknd. This research is motivated by the increasing public interest in international music concerts and the use of digital marketing strategies in the entertainment industry.This study used a quantitative approach with a survey method involving 100 fans of The Weeknd in Sidoarjo aged 17–45 years. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with SPSS 25. The results showed that Presale Promotion, Digital Marketing, and Popularity had a positive and significant effect on purchase intention toward concert tickets. Popularity was identified as the most dominant variable. Simultaneously, the three variables explained 61.7% of the variation in purchase intention, while the remaining percentage was influenced by other factors outside this study.
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