PENGARUH TERPAAN IKLAN SHOPEE DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ( STUDI SURVEY PADA MAHASISWA UMM ILMU KOMUNIKASI ANGKATAN 2015)
| Main Author: | Roslinawati, Yunie |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/59515/49/Pendahuluan.pdf http://eprints.umm.ac.id/59515/2/BAB%20I.pdf http://eprints.umm.ac.id/59515/3/BAB%20II.pdf http://eprints.umm.ac.id/59515/4/BAB%20III.pdf http://eprints.umm.ac.id/59515/5/BAB%20IV.pdf http://eprints.umm.ac.id/59515/6/BAB%20V.pdf http://eprints.umm.ac.id/59515/7/BAB%20VI.pdf http://eprints.umm.ac.id/59515/8/LAMPIRAN.pdf http://eprints.umm.ac.id/59515/ |
Daftar Isi:
- This research stems from the increasing number of people trading via online rather than shopping offline. Shopee is an online Marketplace application that has many enthusiasts in Indonesia. This is evidenced by Shopee downloads 18 million times with more than 60 million active users and 750,000 sellers. Shopee also ranked first in the most downloaded applications, followed by Tokopedia in second, Bukalapak in third, Lazada in fourth, JD.ID in fifth. Thus, researchers want to find out whether there is an influence and how much influence the exposure of shopee ads on Instagram on product purchasing decisions. The theory used is AIDDA or Attention-Interest-Desire-Decision-Action. Variable X is shopee ad exposure on Instagram. Variable Y is product purchasing decision. In this study, researchers used a quantitative approach to the survey method. The population of this study is the Communication Sciences students of the 2015 class of UMM who have an active Instagram account and know the shopee ads "Free Postage" on Instagram, as many as 89 people. Then the samples in this study were 89 respondents. Data collection technique; questionnaire (Total Samplinng). The instrument test uses a validity test and a reliability test. While the data analysis technique uses simple linear and hypothesis testing. The coefficient of exposure to shopee ads (X) is worth 0.461. From the analysis obtained the results of R square (coefficient of determination) of 0.154. R value (correlation coefficient) of 0.392, the correlation value shows the relationship between variable exposure to shopee ads on Instagram (X) and purchasing decisions (Y) included in the weak category. While t table (α = 0.10; df residual = 89) is equal to 1,662, because t arithmetic> t table is 1,732> 1,662 or sigt t value (0,000) <α = 0,10 then the effect of X (exposure to shopee ads in Instagram) on Y (purchase decision) is significant. From the above analysis, the researchers conclude that by 15.4% the variable exposure to shopee ads on Instagram (X) and purchasing decisions (Y). While the remaining 84.6% variable exposure to shopee ads on Instagram (X) and purchasing decisions (Y) will be influenced by other variables. So it can be concluded that there is a weak influence between variable X, namely exposure to shopee ads on Instagram to variable Y, namely purchasing decisions.