PENGARUH CONTENT CREATION, CONTENT SHARING, CONNECTING, DAN COMMUNITY BUILDING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA 3D STABLE EQUESTRIAN (Studi Kasus pada Pelanggan 3D Stable Equestrian Palembang)

PALDA, ANYA IRISHA and Iisnawati, Iisnawati (2024) PENGARUH CONTENT CREATION, CONTENT SHARING, CONNECTING, DAN COMMUNITY BUILDING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA 3D STABLE EQUESTRIAN (Studi Kasus pada Pelanggan 3D Stable Equestrian Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh content creation, content sharing, connecting dan community building terhadap keputusan pembelian konsumen pada 3D Stable Equestrian. Metode Penelitian yang digunakan adalah metode kuantitatif. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengambilan sampel menggunakan Teknik purposive sampling. Sampel yang diteliti dalam penelitian ini sebanyak 100 responden yang merupakan konsumen 3D Stable Equestrian. Berdasarkan uji t yang dilakukan, dapat disimpulkan bahwa secara parsial content creation, content sharing, connecting dan community building berpengaruh signifikan terhadap keputusan pembelian konsumen pada 3D Stable Equestrian. Berdasarkan uji f diperoleh nilai signifikansi 0,000 < 0,05, maka dapat disimpulkan bahwa content creation, content sharing, connecting dan community building secara simultan berpengaruh signifikan terhadap keputusan pembelian konsumen pada 3D Stable Equestrian. Besaran pengaruh variabel independen terhadap variabel dependen sebesar 46,3% sedangkan sisanya 53,7% dipengaruhi variabel lain yang ada diluar penelitian. This research aims to determine the influence of content creation, content sharing, connecting and community building on consumer purchasing decisions on 3D Stable Equestrian. The research method used is a quantitative method. The data used in this research is primary data. The sampling technique uses purposive sampling technique. The sample studied in this research was 100 respondents who were 3D Stable Equestrian consumers. Based on the t test carried out, it can be concluded that partially content creation, content sharing, connecting and community building have a significant effect on consumer purchasing decisions at 3D Stable Equestrian. Based on the f test, a significance value of 0.000 < 0.05 was obtained, so it can be concluded that content creation, content sharing, connecting and community building simultaneously have a significant influence on consumer purchasing decisions at 3D Stable Equestrian. The magnitude of the influence of the independent variable on the dependent variable is 46.3%, while the remaining 53.7% is influenced by other variables outside the research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	content creation, content sharing, connecting, community building, keputusan pembelian content creation, content sharing, connecting, community building, purchasing decisions
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	mrs anya irisha palda
Date Deposited:	19 Jan 2024 07:13
Last Modified:	19 Jan 2024 07:13
URI:	http://repository.unsri.ac.id/id/eprint/138847

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