PENGARUH MOBILE ADVERTISING TERHADAP MINAT BELI PENGGUNA YOUTUBE DI KOTA PALEMBANG

MAULIDIA, FARAH ARISTA CAHYA and Nazaruddin, A. and Maulana, Ahmad (2020) PENGARUH MOBILE ADVERTISING TERHADAP MINAT BELI PENGGUNA YOUTUBE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the effect of Mobile Advertising toward purchase intention of Youtube users in Palembang city. The research method used a quantitative method that has causal design. The data that 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 repondents. 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. The results of this research show that: (1) Mobile Advertising has positive effect on purchase intention by Fcount 19,978 with significance value of (0,000<0,05); (2) sub-variables Informativeness, Credibility and Entertainment partially had effect on purchase intention, while Irritation has no significant effect on purchase intention; (3) the dominant variable influecing was Entertainment, proven by the biggest coefficient value.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Mobile Advertising, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand
Divisions: Faculty of Economics > 61201-Management (S1)
Depositing User: Farah Arista Cahya Maulidia
Date Deposited: 03 Jun 2020 14:43
Last Modified: 03 Jun 2020 14:43
URI: http://repository.unsri.ac.id/id/eprint/29594

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