PENGARUH GAYA HIDUP DAN E-ADVERTISING TIKTOK PADA PEMBELIAN PASTA GIGI PEPSODENT DI KOTA PALEMBANG

SUSMITA, ADILA and Fitrianto, Mohammad Eko (2025) PENGARUH GAYA HIDUP DAN E-ADVERTISING TIKTOK PADA PEMBELIAN PASTA GIGI PEPSODENT DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Keputusan pembelian dapat dipengaruhi banyak faktor, seperti gaya hidup dan iklan. Penelitian ini bertujuan guna mengetahui pengaruh Gaya Hidup dan E-Advertising Tiktok terhadap Keputusan Pembelian baik secara parsial maupun simultan. Ruang lingkup penelitian ini membahas tentang pengaruh Gaya Hidup dan E-Advertising Tiktok terhadap Keputusan Pembelian pasta gigi Pepsodent di Kota Palembang. Rancangan penelitian yang digunakan bersifat kausal yang menjelaskan hubungan sebab akibat antara variabel bebas yaitu Gaya Hidup (X1), E-Advertising Tiktok (X2) dengan variabel terikat yaitu Keputusan Pembelian. Data yang digunakan adalah data primer. Metode pengumpulan data yang digunakan dalam penelitian ini melalui kuesioner. Berdasarkan hasil pengujian, secara parsial hasilnya menunjukkan bahwa terdapat pengaruh Gaya Hidup dan E-Advertising Tiktok terhadap Keputusan Pembelian. Secara simultan hasilnya menunjukkan bahwa terdapat pengaruh dari Gaya Hidup dan E-Advertising TikTok terhadap Keputusan Pembelian. Kata Kunci: Gaya Hidup, Iklan Elektronik, Keputusan Pembelian

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Gaya Hidup, Iklan Elektronik, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Adila Susmita
Date Deposited:	30 Jun 2025 16:30
Last Modified:	30 Jun 2025 16:30
URI:	http://repository.unsri.ac.id/id/eprint/176128

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