PENGARUH MEDIA SOSIAL, PROMOSI, DAN PENERAPAN PROTOKOL KESEHATAN DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA USAHA MIKRO DI MASA PANDEMI COVID-19 (Studi Kasus pada Pancong Kuyyy Pasar Minggu )

SIANTURI, CHEALSY NAOMI LARAS (2021) PENGARUH MEDIA SOSIAL, PROMOSI, DAN PENERAPAN PROTOKOL KESEHATAN DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA USAHA MIKRO DI MASA PANDEMI COVID-19 (Studi Kasus pada Pancong Kuyyy Pasar Minggu ). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

[img] Text (COVER+ABSTRAK)
Abstrak.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (2MB)
[img] Text (BAB I)
BAB 1.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (458kB)
[img] Text (BAB II)
BAB II.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (612kB)
[img] Text (BAB III)
BAB III.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (519kB)
[img] Text (BAB IV)
BAB IV.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (1MB) | Request a copy
[img] Text (BAB V)
BAB V.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (609kB) | Request a copy
[img] Text (REFERENSI+LAMPIRAN)
DAFTAR REFERENSI.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (1MB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh media sosial, promosi dan penerapan protocol kesehatan terhadap keputusan pembelian pada Usaha Mikro Pancong Kuyyy. Penelitian ini menggunakan strategi penelitian asosiatif pendekatan kuantitatif, yang diukur dengan menggunakan metode koefisien determinasi, uji asumsi klasik dan regresi linear berganda dengan SPSS 22.00 Populasi penelitian ini adalah seluruh konsumen pada Usaha Mikro Pancong Kuyyy. Sampling Ditentukan berdasarkan metode random probability sampling, dengan jumlah sampel 75 responden. Teknik pengupulan data menggunakan kuesioner dan kepustakaan. Pengujian hipotesis dengan menggunakan uji t dan uji f. Hasil penelitian membuktikan bahwa secara parsial media sosial dan promosi berpengaruh signifikan terhadap keputusan pembelian. Sedangkan penerapan protokol kesehatan tidak bepengaruh signifikan terhadap keputusan pembelian. Secara simultan media sosial, promosi dan penerapan protokol kesehatan berpengaruh signifikan terhadap keputusan pembelian (studi pada konsumen Usaha Mikro Pancong Kuyyy) Kata kunci : Media Sosial, Promosi, Protokol Kesehatan, Keputusan Pembelian ABSTRACT This study aims to determine how much the effect of social media, promotion and implementation of health protocols on purchasing decisions at Pancong Kuyyy Mikro Enterprises This study used an associative research strategy with a quantitative approach, which was measured using the coefficient of determination method, classical assumption test and multiple linear regression with SPSS 22.00. The population of this study were all consumers of Pancong Kuyyy Micro Enterprises. Sampling Determined based on the random probability sampling method, with a sample size of 75 respondents. The data collection technique used a questionnaire and literature. Hypothesis testing using the t test and f test. The results of the study prove that partially social media and promotion have a significant effect on purchasing decisions. Meanwhile, the application of health protocols has no significant effect on purchasing decisions. Simultaneously, social media, promotion and application of health protocols have a significant effect on purchasing decisions (study on Pancong Kuyyy Micro Enterprises consumers) Keywords: Social Media, Promotion, Health Protocol, Purchase Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAprileny, Imelda0324047401imelda_aprileny@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ms CHEALSY NAOM
Date Deposited: 20 Dec 2021 06:56
Last Modified: 20 Dec 2021 06:56
URI: http://repository.stei.ac.id/id/eprint/6307

Actions (login required)

View Item View Item
Repository STEI is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.