PENGARUH IKLAN SHOPEE DI MEDIA YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS INDRALAYA

NURANTI, SUFI and Nazaruddin, Akhmad and Yunita, Dessy (2021) PENGARUH IKLAN SHOPEE DI MEDIA YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS INDRALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine whether there is an effect of Shopee advertisements on YouTube media on the purchasing decisions of Sriwijaya University Students on the Indralaya Campus. The independent variable which is Shopee ads (X), and the dependent variable is the purchasing decision (Y). This research is a conclusive causal research with a population of 19,211 Sriwijaya University students in 2015-2019 and a sample of 110 students from all faculty. The sample was taken using the Proportioned Stratified Random Sampling method. The method for data collection used is an online questionnaire. The data obtained were tested by descriptive test, validity test, reliability test, simultaneous test, partial test, multiple linear regression test, and determination coefficient test. The data in this analysis were processed using the Statistical Program for Product and Service Solution (SPSS) version 22. The results of this study indicate that there is Shopee advertisements variable on YouTube had a significant effect on purchasing decisions of Sriwijaya University Students on the Indralaya Campus. Keyword : YouTube Advertisements and Purchasing Decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Iklan YouTube dan Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 10415 not found.
Date Deposited:	10 Feb 2021 06:24
Last Modified:	10 Feb 2021 06:24
URI:	http://repository.unsri.ac.id/id/eprint/42569

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