CD Skripsi

Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Online Shop Instagram @Kpopconnection

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In the current generation, the development of information and communication technology has made internet access easy and fast, resulting in a shift in marketing technology. The internet has become one of the supporting factors in the success of companies and entrepreneurs to obtain profits in a wider scope. One of the strategies that is widely used by entrepreneurs in conducting trade is through digital marketing / online marketing, with digital marketing being able to connect sellers with consumers, and sellers can reach more targeted audiences, and attract buyers to make purchasing decisions. The theory used in this research is the S-R theory or the Stimulus-Response theory. This study aims to determine how much influence digital marketing has on purchasing decisions at the @Kpopconnection Instagram online shop.
The type of research used in this research is quantitative research using data collection techniques through distributing questionnaires distributed to 398 respondents to the @Kpopconnection online shop customer. The data were then processed using SPSS 21 by performing validity tests, reliability tests, simple linear regression analysis, and determination tests.
The results of this study indicate that the coefficient value of Y = 6,037 + 0,840 X, with a significance level of 0,000 is smaller than α = 0.05. The value of t is greater than t table, namely 30.867> 1.966, the meaning of the calculation of the hypothesis is that Ha is accepted and Ho is rejected. There are also statistical calculations obtained in the summary model, the Rsquare value of 0.706 and the R value of 0.840, meaning that digital marketing simultaneously has a significant effect on purchasing decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.121 (0046)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

ix,74 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.121 (0046)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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