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PENGARUH SOCIAL MEDIA ADVERTISING DAN DISCOUNT TAGLINE TERHADAP KEPUTUSAN PEMBELIANMELALUI IMPULSIF BUYING DI SHOPEE MENGGUNAKAN SISTEM PEMBAYARAN PAYLATER PADA MAHASISWA DI KOTA PEKANBARU

This study was conducted with the aim of knowing the effect of Social Media
Advertising and Discount Tagline on purchasing decisions through Impulsive
Buying at Shopee using the Shopee PayLater method for students in Pekanbaru
City. The population in this study were students who used Shopee PayLater in
Pekanbaru City. Sampling in this study was carried out using purposive sampling
technique using the Lemeshow formula, so that the number of samples in this study
were 384 respondents. The data analysis method of this study uses the Structural
Equation Modeling - Partial Least Square(SEM-PLS) analysis method with
SmartPLS software version 4.0.9.2. The results showed that there is a positive and
significant influence between Social Media Advertising on Impulsive Buying. There
is a positive and significant influence between Discount Tagline on Impulsive
Buying. There is a positive and significant influence between Social Media
Advertising on purchasing decisions. There is a positive and significant influence
between Discount Tagline on purchasing decisions. There is a positive and
significant influence between Impulsive Buying on purchasing decisions. There is
a positive and significant influence between Social Media Advertising on
purchasing decisions through Impulsive Buying. There is a positive and significant
influence between Discount Tagline on purchasing decisions through Impulsive
Buying.
Keywords: Social Media Advertising, Discount Tagline, Impulsive Buying and
Purchase Decision

Ketersediaan
#
Perpustakaan Universitas Riau 1902113633
1902113633
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1902113633
Penerbit
Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1902113633
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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