PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAOS NYENYES PALEMBANG (STUDI PADA INSTAGRAM DAN TIKTOK @KAOSNYENYES)

YASINTA, MARENDA and Nofiawaty, Nofiawaty and Yunita, Dessy (2022) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAOS NYENYES PALEMBANG (STUDI PADA INSTAGRAM DAN TIKTOK @KAOSNYENYES). Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the impact of social media marketing on consumer purchase decisions at Kaos Nyenyes Palembang. The research method used is a quantitative method. The data used in this research are primary data and secondary data. The sampling technique used was non-probability sampling with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified.. The analysis tools in this research are simultaneous test (F test), partial test (T test) and multiple regression analysis. The results showed that the social media marketing simultaneously had a positive effect on consumer purchase decisions, as evidenced by the calculated F value > F table, which was 75,874 > 2,47 and a significance level 0.00 < 0.05. The dimensions in social media marketing, content creation and connecting have a positive and partially significant effect on purchasing decisions. Meanwhile, the dimensions of content sharing and community building have a positive but not partially significant effect on consumer purchasing decisions. The dominant social media marketing dimension effect is content creation, as evidenced by the beta (B) value of 0.808. Keyword : social media marketing, consumer purchase decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social media marketing
Subjects:	H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Marenda Yasinta
Date Deposited:	22 Dec 2022 02:47
Last Modified:	22 Dec 2022 02:47
URI:	http://repository.unsri.ac.id/id/eprint/84393

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