PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE ( STUDI PADA MAHASISWA DI KOTA PALEMBANG)

CLARISA, CLARISA and Eka, Dian and Nailis, Welly (2020) PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE ( STUDI PADA MAHASISWA DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to determine the influence of digital marketing which consisted of social media, websites, PPC advertising, and SEO search engine optimization on consumer purchase intention in the Shopee marketplace. The scope of the study only discussed about the effect of digital marketing on consumer purchase intention in the Shopee marketplace. The designed of this study was a causality which composed of independent variable (X) those were the digital marketing, as well as the dependent variable (Y) that was purchase intention. The data has been used are primary data and secondary data. The data collection method used in this research was questionnaire that distributed by google form. The sampling method was non-random (non-probability sampling) with a purposive sampling technique with a sample size of 100 respondents. Based on the empirical test results, the effect of digital marketing variable (X) on the purchase intention variable (Y) can be received simultaneously with a significant effect of 32,3%. Meanwhile, it was partially accepted that the Website and SEO Search Engine Optimization variables had a significant effect on purchase intention, while the variables of Social Media and PPC advertising did not have a significant effect on purchase intention.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Marketing, Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 9035 not found.
Date Deposited:	25 Nov 2020 08:22
Last Modified:	25 Nov 2020 08:22
URI:	http://repository.unsri.ac.id/id/eprint/37977

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