SKRIPSI MBS

Pengaruh Iklan, E-Wom, Celebrity Endorser, Tagline "Gratis Ongkir" Terhadap Keputusan Pembelian Onlime Di Shopee Melalui Minat Beli

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ABSTRACT

This research aims to identify the effects of ads, electronic word of mouth
communication, celebrity endorser and “free shipping” tagline toward buying
interest, also buying interest toward online buying decision of IAIN Surakarta’s
students in Shopee.
This study uses descriptive quantitative method. The research uses
purposive sampling technique with Slovin formula, and 100 responden is
obtained. The data collection technique uses questionnaire, with SPSS for
windows version 22.0 software to assist the data analysis. Data analysis tools
used are multiple and simple linear regressions.
The results showed that ads and electronic word of mouth communication
significantly affect the buying interest. It is proven by count of t value by (4,031)
> t table (1,98525) with significance level of (0,000) < (0,05) for ads, dan count
of t by (2,867), t table (1,98525) and significance value by (0,005) < (0,05) for
electronic word of mouth communication. While, celebrity endorser and “free
shipping” tagline do not importantly affect the buying interest in Shopee. It is
proven by count of t value by (1,317) < t table (1,98525) with significance level of
(0,317) > (0,05) for celebrity endorser, and count of t by (0,644) < t table
(1,98525) with significance level by (0,521) > (0,005) for “free shipping” tagline.
The final results also denoted that buying interest greatly affects the buying
decision with count of t by (7,805) > t table (1,98447) with significance level of
(0,000) < (0,05).
Keywords : Ads, electronic word of mouth communication, celebrity endorser,
“free shipping” tagline, buying interest, buying decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 NUR p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 176 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Nur Fatimah

Versi lain/terkait

Lampiran Berkas

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