The Influence of Digital Marketing and News Content Quality on Online News Reach on the Radar Lampung TV Website

Abstract

This study is motivated by the importance of implementing digital marketing and delivering high-quality news content to improve online news reach on the Radar Lampung TV website. The study aims to analyze the influence of digital marketing and news content quality on online news reach on the Radar Lampung TV website. This research employed a quantitative approach with a causal research method. Data were collected through questionnaires distributed to users who had accessed and read news on the Radar Lampung TV website. The sampling technique used was purposive sampling involving 100 respondents. The results indicate that digital marketing and news content quality have a positive and significant effect on online news reach, both partially and simultaneously. The findings are expected to provide recommendations for Radar Lampung TV in optimizing digital marketing strategies and improving news content quality to expand information dissemination.