CD Skripsi

Pengaruh Social Media Marketing Di Tik-Tok Dan Product Knowledge Terhadap Purchase Intention Yang Di Moderasi Oleh Price Discount Pada Marketplace Shopee Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of social media marketing on tik-tok and product knowledge on purchase intention which is moderated by price discount on the shopee marketplace in Pekanbaru City. The respondents of this research are those who use the Shopee and Tiktok applications and have shopped online at the Shopee marketplace in Pekanbaru City. The primary data in this study were obtained from distributing questionnaires as an instrument to prove the results of the study and to test the proposed hypothesis. In this study, using the structural equation modeling (SEM) analysis method using Warp-PLS version 6.0 software. Sampling using the technique of Non Probability Sampling with Purposive Sampling procedure by taking a sample of 120 respondents. The results in this study indicate that: 1) Social Media Marketing has a positive and significant effect on Purchase Intention at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the pvalue in this study, which is

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1602111033

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1602111033

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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