CD Skripsi

Pengaruh Terpaan Media Sosial Dan Brand Image Produk Fashion Terhadap Keputusan Pembelian Pada Followers Instagram @Erigostore

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The use of media in this era is not only used by the community as
communication but also used for other needs, one of which is the economic sector.
Social media is now used to introduce a product or service from a company,
organization, or government. One of the companies that uses instagram social
media as a medium for spreading information about their company's products is
erigo. This study aims to find out how much influence social media exposure and
fashion product brand image have on purchasing decisions on instagram followers
@erigostore.
This study used quantitative methods using simple random sampling
techniques and used the slovin formula which got the number of respondents as
many as 345 out of 2.2 million population instagram followers @erigostore. Data
collection techniques using questionnaires with the help of google forms. The data
analysis technique in this study used multiple linear regression and coefficient of
determination (R2). In data processing researchers used SPSS For Mac version 28.
Based on the results of multiple linear regression analysis, it shows that the
coefficient value in this study is Y = 6.680 + 0.397 X1 + 0.271 X2. While t counts
of 9,156 (X1) and 9,620 (X2) are greater than t table 1,966. where Ho is rejected
and Ha is accepted with a signifance of 0.001. So it can be concluded that there is
an influence between the exposure of social media and the brand image of fashion
products on purchasing decisions on @erigostore followers. Based on the results
of the f test, it is known that the F value is calculated to be 142.65 > Ftabel 3.02
with a significant value of 0.001 < 0.05, then Ho is rejected and H3 is accepted. It
can be concluded that the exposure of social media (X1) and brand image (X2)
together has a significant effect on purchasing decisions on the followers of the
@erigostore imstagram in the medium category, namely with a coefficient of
determination (R2) value of 45.5%.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801124051

Penerbit

Pekanbaru : Universitas Riau – FISIP – ILMU KOMUNIKASI., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801124051

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

DAUS

Versi lain/terkait

Lampiran Berkas

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