PENGARUH SOCIAL MEDIA INFULENCER DAN PROMOSI PENJUALAN TERHADAP MINAT BELI PADA BISNIS KULINER UMKM DI PALEMBANG INDAH MAL

DAMARA, RENTIKA and Widiyanti, Marlina and Shihab, Muchsin Saggaf (2023) PENGARUH SOCIAL MEDIA INFULENCER DAN PROMOSI PENJUALAN TERHADAP MINAT BELI PADA BISNIS KULINER UMKM DI PALEMBANG INDAH MAL. Masters thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of influencer and sales promotions on purchase intention in the MSME culinary business in Palembang Indah Mall. This study uses the Theory of Planned Behavior. The total population in this study was 100 respondents. The sampling method is through the Random Sampling. The results obtained are Influencer and promotions sales have a significant positive effect on purchase intention in the MSME culinary business in the city of Palembang Indah Mall. Suggestions that can be given for further research are so that MSMEs are more selective in choosing the role of influencers who can be trusted, have culinary knowledge, are honest with the message conveyed, and be able to display culinary qualities that are easy to understand when carried out boldly or directly promoted in the media social. Further researchers are expected to add other variables such as celebrity endorsement variables, word of mouth, online advertising, brand image, discount framing, and so on.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	MEDIA INFULENCER,PROMOSI PENJUALAN DAN KULINER
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2709-2930.7 Corporations Including international business enter- prises, diversification, industrial concentration, public utilities H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Rentika damara
Date Deposited:	21 Aug 2023 04:08
Last Modified:	21 Aug 2023 04:08
URI:	http://repository.unsri.ac.id/id/eprint/127638

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