E-Communication Strategies of Bogor’s Indie Musicians to Resist Marginalization in the Music Industry

E-Communication Strategies of Bogor’s Indie Musicians to Resist Marginalization in the Music Industry

This study examines how the e-communication-based marketing mix (7Ps) influences customer loyalty among Spotify listeners engaging with indie musicians from Bogor. Data were collected from 400 respondents using a quantitative approach and analyzed through Pearson correlation and multiple linear reg...

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Bibliographic Details
Main Author: Agustina Multi Purnomo
Format: Article
Language:English
Published: Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung 2025-03-01
Series:Society
Subjects:
Customer Loyalty
Digital Platform
E-Communication
Marginalization
Marketing Mix
Online Access:https://societyfisipubb.id/index.php/society/article/view/803
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