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"Karya-karya musisi independen di Indonesia kini bersinar dan dinikmati masyarakat. Semakin banyak musisi-musisi lokal yang memilih menjalani karirnya secara mandiri tanpa bantuan major label. Salah satu kendala yang ditemukan oleh musisi independen lokal di industri musik adalah mempertahankan karyanya dalam jangka panjang dengan keterbatasan dalam aspek finansial dan SDM. Tugas karya akhir ini bertujuan untuk membuat rancangan kampanye media sosial untuk Gusti Irwan Wibowo, musisi independen asal Bekasi, dalam merilis album perdananya. Kampanye dirancang secara khusus untuk dapat memperpanjang umur (longevity) album “Komedi Putar Kehidupan”. Tujuan ini dituju dengan membangun hubungan intim dengan audiens melalui peningkatan interaksi di media sosial dan mengajak mereka untuk terus mendengarkan album “Komedi Putar Kehidupan” secara lengkap di Spotify. Program-program dirancang mengacu pada teori "music life cycle" milik Han (2020). Strategi yang digunakan dalam rancangan kampanye ini adalah "content marketing" dan "live streaming"

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.The works of independent musicians in Indonesia are now shining and being enjoyed by the public. More and more local musicians are choosing to pursue their careers independently without the help of major labels. One of the obstacles encountered by local independent musicians in the music industry is maintaining the life of their work in the long term while facing difficulties in financial and human resource aspects. This final project aims to create a social media campaign plan for Gusti Irwan Wibowo, an independent musician from Bekasi, in releasing his debut album. The campaign was specifically designed to extend the longevity of his debut album “Komedi Putar Kehidupan”. This goal is pursued by building an intimate relationship with the audience through increasing interaction on social media and inviting them to continue listening to the full-version of the album on Spotify. The programs are designed referring to Han's (2020) "music life cycle" theory. The strategies used in this campaign plan are "content marketing" and "live streaming"."

"Pesatnya perkembangan e-commerce di Indonesia telah menciptakan persaingan yang ketat di antara penjual online, sehingga diperlukan strategi yang efektif untuk menarik minat beli konsumen. Minat beli konsumen di e-commerce dapat dipengaruhi oleh berbagai faktor, seperti content marketing, live streaming, ulasan pengguna, serta penetapan harga barang. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi minat beli dan hubungannya dengan keputusan pembelian pada salah satu platform e-commerce populer di Indonesia. Variabel eksogen yang diteliti adalah content marketing, live streaming, online customer review, dan harga. Sementara variabel endogen yang diteliti adalah minat beli dan keputusan pembelian. Data dikumpulkan dari 200 responden di Jakarta menggunakan metode purposive sampling, di mana responden mengisi kuesioner dengan skala Likert 1-4. Metode penelitian yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa content marketing dan live streaming berpengaruh positif dan signifikan terhadap minat beli. Namun, online customer review dan harga tidak berpengaruh secara signifikan terhadap minat beli. Selain itu, ditemukan bahwa minat beli, online customer review, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian.

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The rapid growth of e-commerce in Indonesia has intensified competition among online sellers, necessitating effective strategies to attract consumer purchase intentions. Consumer purchase intentions in e-commerce can be influenced by various factors such as content marketing, live streaming, user reviews, and product pricing. This study aims to analyze the factors influencing purchase intention and its relationship with purchase decisions on one of the popular e-commerce platforms in Indonesia. The exogenous variables examined include content marketing, live streaming, online customer reviews, and price, while the endogenous variables include purchase intention and purchase decision. Data were collected from 200 respondents in Jakarta using purposive sampling, where respondents completed a questionnaire using a Likert scale of 1-4. The research method employed was Partial Least Square (PLS). The findings revealed that content marketing and live streaming have a positive and significant effect on purchase intention. However, online customer reviews and price did not have a significant impact on purchase intention. Furthermore, it was found that purchase intention, online customer reviews, and price has a positive and significant effect on purchase decision."