PENGARUH IKLAN, HARGA, DAN KUALITAS LAYANAN DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN YOUTUBE PREMIUM (STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA PALEMBANG)

MOZARENO, RAHMAT ARDI and Andriana, Isni and Rosa, Aslamia (2022) PENGARUH IKLAN, HARGA, DAN KUALITAS LAYANAN DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN YOUTUBE PREMIUM (STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of advertising, price, and service quality on Youtube on purchasing decisions for YouTube premium (a case study on students at the Sriwijaya University in Palembang). This study uses a quantitative approach with data collection methods through questionnaires. The population in this study were Sriwijaya University Palembang students who had subscribed to YouTube premium. The sampling method used non-probability with a sample size of 100 respondents. This study uses quantitative analysis techniques, multiple linear regression analysis and the coefficient of determination. The results show that the advertising variable (X1) has a significant effect on the purchasing decision variable (Y) with a tcount value of 4.776 and a significance value = 0.000, and the price variable (X2) has no significant effect on the purchasing decision variable (Y), because the price variable has significant 0.240 > 0.05 and it is known that the service quality variable (X3) has no significant effect on purchasing decisions (Y). Because the service quality variable has a significant 0.081 > 0.05.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	advertising, price and quality of service
Subjects:	H Social Sciences > HF Commerce > HF1701-2701 Tariff. Free trade. Protectionism H Social Sciences > HF Commerce > HF3000-4055 By region or country H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Rahmat Ardi Mozareno
Date Deposited:	12 Dec 2022 07:22
Last Modified:	12 Dec 2022 07:22
URI:	http://repository.unsri.ac.id/id/eprint/83492

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