Yuningsih, Yuningsih (2022) “PENGARUH SOSIAL MEDIA, CELEBRITY ENDORSER DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA E-COMMERCE SHOPEE”. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Tujuan penelitian ini untuk mengetahui pengaruh sosial media, celebrity endorsement dan kualitas pelayanan terhadap keputusan pembelian produk pada E-Commerce Shopee. populasi dalam penelitian ini adalah konsumen yang menggunakan E-Commerce Shopee. penelitian ini menggunakan analisis kuantitatif. pengumpulan data dengan kuesioner 97 responden. teknik pengambilan sampling menggunakan purposive sampling. teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas. analisis regresi berganda, koefisien determinasi, simultan, dan uji t, uji f menguji membuktikan hipotesis penelitian ini menggunakan program SPSS v 26.0 for windows hasi penelitian ini membuktikan bahwa variabel sosial media secara parsial berpengaruh terhadap keputusan pembelian, celebrity endorser secara parsial berpengaruh terhadap keputusan pembelian, kualitas pelayan secara parsial berpengaruh terhadap keputusan pembelian The purpose of this study was to determine the effect of social media, celebrity endorsement and service quality on product purchasing decisions at E-Commerce Shopee. the population in this study are consumers who use E-Commerce Shopee. This study uses quantitative analysis. collecting data with a questionnaire 97 respondents. sampling technique using purposive sampling. data testing techniques used in this study include validity test, reliability test. multiple regression analysis, coefficient of determination, simultaneous, and t-test, f-test to prove the hypothesis of this study using the SPSS v 26.0 for windows program The results of this study prove that social media variables partially influence purchasing decisions, celebrity endorsers partially influence purchasing decisions, service quality partially influences purchasing decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | SOSIAL MEDIA, CELEBRITY ENDORSER, KUALITAS PELAYANAN, dan KEPUTUSAN PEMBELIAN | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | YUNINGSIH | ||||||||
| Date Deposited: | 17 Jan 2023 08:30 | ||||||||
| Last Modified: | 17 Jan 2023 08:30 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9481 |
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