PENGARUH DAYA TARIK IKLAN (REVIEW PRODUK SOMETHINC) TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TIKTOK SHOP (Studi Pada Mahasiswi di Kota Palembang)

ISMI, ANISA PUTRI and Saraswati, Erlisa and Ilham, Muhammad Hidayatul (2023) PENGARUH DAYA TARIK IKLAN (REVIEW PRODUK SOMETHINC) TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TIKTOK SHOP (Studi Pada Mahasiswi di Kota Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study is entitled "The Effect of Ad Attractiveness (Somethinc Product Review) on Purchasing Decisions on TikTok Shop E-Commerce (Study on Female Students in Palembang City)" which raises the issue of the influence of advertising attractiveness on purchasing decisions on Somethinc product advertisements. This study aims to determine how the influence of purchasing decisions that have been issued by the Somethinc brand, on female students in the city of Palembang. This research uses quantitative methods with explanatory descriptive techniques. The theory used in this study is the theory of Buyer environmental information by Magdalena Asmajasari, which says that Ad Attractiveness is an advertisement based on a strategy of emphasizing beauty issues. This research data was obtained from primary, secondary, and questionnaire distribution results conducted on respondents. Based on the results of the study, it was found that the Influence of Ad Attractiveness (Somethinc Product Review) on Purchase Decisions on E- Commerce TikTok Shop (Study on Students in Palembang City) amounted to 37.2% and with the rest based on other factors. Variable X Ad Attractiveness belongs to the Very Good category and variable Y Purchase decision belongs to the Very Good Category. The regression equation obtained is Y = 14.367 + 0.477 X. The regression correlation X states that every 1% value in Ad Attractiveness, it will add value to the Purchase Decision 0.610. the regression coefficient is positive, so the direction of influence of variable X on Y is positive. Keywords: Advertising Appeal, Purchase Decision, Brand Somethinc

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Daya Tarik Iklan, Keputusan Pembelian, Brand Somethinc
Subjects: H Social Sciences > H Social Sciences (General)
P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Anisa Putri Ismi
Date Deposited: 09 Aug 2023 07:21
Last Modified: 09 Aug 2023 07:21
URI: http://repository.unsri.ac.id/id/eprint/126669

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