Abstract

This research is entitled The Influence of Digital Marketing Strategy in Increasing Reading Interest in Online News Media in Lubuklinggau City. Based on the results of initial research conducted by researchers, it can be identified that the headline does not match the content of the news, understanding of digital marketing strategies is still minimal, so it has not been implemented well, there is a lack of public interest in reading, especially among young people, regarding current online news. , because they prioritize online games such as the Mobile Legends game and other games and society is more dominant in visual news compared to narrative news. This type of research is quantitative research with data analysis using SmartPLS26. The sample used in this research was 99 people, the data collection techniques used were observation, interviews and questionnaires. The results of this research show that Digital Marketing Strategy has a positive effect on Reading Interest. The results of the Digital Marketing Strategy with Interest in Reading show an estimated Original Sample Path Coefficient value of 0.904 with significance below 5% as indicated by a T-Statistic value of 30.476, a P-Value value of 0.000, a Sample Mean value of 0.093, a Standard Deviation value of 0.030. P-Value (0.000) < α = 5. This means that the results of testing this hypothesis state that Digital Marketing Strategy has a significant effect on Reading Interest.


 


Keywords: Digital Marketing Strategy and Interest in Reading