PENGARUH SOCIAL MEDIA MARKETING (SMM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RETAIL CONVERSE PALEMBANG ICON (STUDI PADA MASYARAKAT KOTA PALEMBANG)

SADEWA, BAGUS and Yunita, Dessy (2024) PENGARUH SOCIAL MEDIA MARKETING (SMM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RETAIL CONVERSE PALEMBANG ICON (STUDI PADA MASYARAKAT KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of social media marketing on consumer purchase decision at Converse Palembang Icon retail in Palembang City both simultaneously and partially. This research is quantitative research, using primary data obtained through distributing questionnaires. The sampling method used a non-probability sampling method, with a sample size of 100 respondents. The analysis techniques used are the F Test, T Test, and multiple linear regression analysis. The results of the F test show that the social media marketing variables, namely vividness, interactivity, product description, entertainment, and novelty content simultaneously have a positive and significant effect on purchase decision. The dimensions of interactivity, product description, and entertainment partially have a positive effect on purchase decision. Meanwhile, the dimensions of vividness and novelty content partially have no positive effect on purchase decision. The results of multiple linear regression analysis also show that the entertainment variable is the most dominant variable influencing purchase decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	social media marketing, purchase decision
Subjects:	H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Bagus Sadewa
Date Deposited:	17 Oct 2024 02:01
Last Modified:	17 Oct 2024 02:01
URI:	http://repository.unsri.ac.id/id/eprint/158625

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