PENGARUH SEARCH ENGINE ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BEAUTYFACEBYLIE PADA APLIKASI MARKETPLACE SHOPEE DI KOTA PALEMBANG

FITRIYANI, TRI SERLY and Nofiawaty, Nofiawaty and Yunita, Dessy (2021) PENGARUH SEARCH ENGINE ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BEAUTYFACEBYLIE PADA APLIKASI MARKETPLACE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the effect of Search Engine Advertising toward Beautyfacebylie Customer’s Purchase Decision On Marketplace Shopee In Palembang City. The research method used a quantitative method that has a causal-comparative design. The data has used in this research are primary data and secondary data. Non-probability sampling was used as a sampling method with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified. The analysis tool in this study are simultaneous test (F test), partial test (t test), and multiple linear regression analysis. Results have show that : (1)Search Engine Advertising has positive effect on purchase decision by Fcount 12,048 with significance value of 0,000 < 0,05; (2)three sub-variables of Search Engine Advertising partially had positive effect on purchase decisions; (3)the dominant variable influencing was Informativeness by tcount 3,393.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Search Engine Advertising, purchase decision
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tri Serly Fitriyani
Date Deposited:	27 Apr 2022 03:53
Last Modified:	27 Apr 2022 03:53
URI:	http://repository.unsri.ac.id/id/eprint/69725

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