PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA SHOPEE

IHSAN, NAUFAL (2020) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA SHOPEE. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Naufal Ihsan, 2020; The Impact of Social Media Marketing Toward Purchase Intention (Cases Study on Shopee). Thesis, Jakarta: Study Program S1 Management, Faculty of Economic, Universitas Negeri Jakarta. Advisory: M. Edo S. Siregar ,S.E., M.B.A. and Shandy Aditya, B.I.B, M.PBS. The purpose of this study was to The Impact of Social Media Marketing Toward Purchase Intention on Shopee. The independent variable in this study used dimention of Social Media Marketing which is Entertainment, Interaction Trendiness, Customization, and Word of mouth. The dependent variable used is Purchase Intention. Methods of data collection using survey method with the instrument in the form of questionnaire and distributed by online to 150 responden. This research using purposive sampling technique and using multiple regression analysis for analyze data. The result of this research showed that social media marketing affects Purchase Intention on Shopee. Keywords: Social Media Marketing, Purchase Intention, Digital Marketing

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