PENGARUH KREDIBILITAS INFLUENCER DAN IKLAN DIGITAL DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Mahasiswa S1 Universitas Sriwijaya Kampus Palembang)

GHASSANI, SHARFINA and Widad, Ahmad and Nailis, Welly (2020) PENGARUH KREDIBILITAS INFLUENCER DAN IKLAN DIGITAL DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Mahasiswa S1 Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011381621150.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_61201_01011381621150_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8MB) | Request a copy
Preview	Text RAMA_61201_01011381621150_0028125509_0010077404_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (3MB) | Preview
	Text RAMA_61201_01011381621150_0028125509_0010077404_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (327kB) | Request a copy
	Text RAMA_61201_01011381621150_0028125509_0010077404_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (350kB) | Request a copy
	Text RAMA_61201_01011381621150_0028125509_0010077404_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (583kB) | Request a copy
	Text RAMA_61201_01011381621150_0028125509_0010077404_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (92kB) | Request a copy
	Text RAMA_61201_01011381621150_0028125509_0010077404_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (301kB) | Request a copy
	Text RAMA_61201_01011381621150_0028125509_0010077404_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (360kB) | Request a copy

Abstract

The purpose of this study was to determine the effect of influencer credibility and digital advertising on Youtube on purchase decision in S1 student Sriwijaya University, Palembang Campus. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected by questionnaire and distributed to 100 respondents. Analysis of the data used is the F test, T test, and multiple linear regression analysis. The results of the F test indicate that the variable Influencer Credibility and Digital Advertising simultaneously have a significant effect on purchase decision. The results of the T test show that the variable Influencer Credibility (X1) and Digital Advertising (X2) partially significant effect on purchase decision. In the multiple liniear regression analysis the dominant variable is the Influencer Credibility (X1) variable with a significance value of 0.00.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	influencer credibility, digital advertaicing, proces decicion
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 4613 not found.
Date Deposited:	03 Jun 2020 14:46
Last Modified:	03 Jun 2020 14:46
URI:	http://repository.unsri.ac.id/id/eprint/29597

Actions (login required)

View Item