CD Skripsi

Pengaruh Digital Marketing Terhadap Keputusan Pembelian Produk Skincare Pada Tiktok Shop @Skintific_Id

---

The development of information and communication technology has stimulated a shift from traditional marketing systems to digital. With digital marketing, all fields, especially the business sector, are witnessing rapid developments in the current technological evolution supported by the internet. Digital marketing connects sellers to reach the desired target audience and attracts buyers' buying interest to make purchasing decisions and connects sellers and buyers through effective communication tools, which benefits both buyers and sellers. The theory used in this research is the S-R theory or Stimulus-Reponse theory. This research aims to find out how much influence digital marketing has on the decision to purchase skincare products at the TikTok shop @skintific_id.
The methode of research used in this research is quantitative research using data collection techniques through distributing questionnaires distributed to 385 respondents who have purchased skintific_id products. The data is then processed using SPSS 21 by carrying out validity tests, reliability tests, simple linear regression analysis , and determination test.
The results of this research show that the coefficient value Y = 16.394 + 0.851 The tcount value is greater than ttable, namely 7.343 > 1.966, which means that there is an influence of personal branding on the decision to purchase skincare products. There are also statistical calculations obtained in the summary model, the Rsquare value is 0.756. Thus, it can be concluded that the influence of the independent variable (X) personal branding on the dependent variable (Y) purchasing decisions is 75.6% with a strong level of influence, while the remaining 24, 4% is influenced by other factors outside the results obtained. Thus H0 is rejected and H1 is accepted.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

1901124764

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

1901124764

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

-

Pernyataan Tanggungjawab

mardiah

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar