PENGARUH SOCIAL INFLUENCE TERHADAP NIAT BELI PADA SHOPEE (SURVEI PADA MAHASISWA/I MANAJEMEN UNIVERSITAS NEGERI JAKARTA)

AMANDHA, SHERLY DITA (2020) PENGARUH SOCIAL INFLUENCE TERHADAP NIAT BELI PADA SHOPEE (SURVEI PADA MAHASISWA/I MANAJEMEN UNIVERSITAS NEGERI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Sherly Dita Amandha, 2020, 1702517009, The Effect of Social Influence on Purchase Intention in Shopee (Survei on Management Student Universitas Negeri Jakarta), Scientific Paper, Marketing Management DIII Study Program, Faculty of Economics, Universitas Negeri Jakarta. The aims of this study to: 1) Know the description of social influences and purchase intention in Shopee and 2) know the effect of social influence on purchase intention in Shopee. The data obtained by questionnaire distributed to 136 respondents who had been accessing or using Shopee. The data analysis method is used simple linear regression analysis. The results of the analysis of this study can be seen that social influence has a positive effect on purchase intention at 60.2% and the rest at 39.8% is influenced by other factors such as brand cognition, communicator credibility cognition, and advertisement execution cognition. Keywords: Social Influence, Purchase Intention

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