PENGARUH CONTENT MARKETING DAN SOCIAL MEDIA ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

HUTAPEA, CHATERINE JULIANA TIURMAULY and Maulana, Ahmad (2024) PENGARUH CONTENT MARKETING DAN SOCIAL MEDIA ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to find out and study the influence of Content Marketing and Social Media Advertising on purchasing decisions at Somethinc products. The research uses primary data through a quantitative descriptive approach by spreading questionnaires to a population of 100 respondents who are Undergraduate Students of the Faculty of Economics, Sriwijaya University. The sampling technique in this study uses non-probability sampling techniques. The data analysis used is with descriptive analysis and multiple linear regression using IBM SPSS Statistics version 26.0 for MacOs. The results of this study are known that Content Marketing and Social Media Advertising has a significant partial and simultaneous effect on the purchase decision of Somethinc products. It is hoped that this research will be useful, especially in the creative industry so that it can improve consumer purchasing decisions.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD62.2-62.8 Management of special enterprises
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Chaterine Juliana Tiurmauly Hutapea
Date Deposited:	22 Apr 2024 06:35
Last Modified:	22 Apr 2024 06:35
URI:	http://repository.unsri.ac.id/id/eprint/143263

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