SKRIPSI MBS

Pengaruh Iklan Youtube Gofood Terhadap Keputusan Pembelian Konsumen Pada Aplikasi Gofood Di Masa Pandemi

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ABSTRACT

The study aims to test the effect of ad assessment and ad effectiveness on GoFood consumer
purchasing decisions in pandemic times. This analysis uses independent variables i.e. ad assessment
and ad effectiveness. The dependent variable is the consumer's purchasing decision. This research is
descriptive quantitative research with data processing using SPSS applications. The sample of this
study was consumers who used the GoFood application in the city of Boyolali.The data collection
was done with questionnaires distributed directly to 100 respondents. Statistical methods use Multiple
Linear Regression Analysis, with testing of the statistical test hypothesis t. The results of this study
show that ad assessment positively and significantly influences GoFood consumer purchasing
decisions as well as the effectiveness of ads positively and significantly influences GoFood consumer
purchasing decisions and advertising assessments and advertising effectiveness together have a
positive and significant influence on GoFood consumer purchasing decisions in pandemic times.

Keywords: advertising assessment, advertising effectiveness, consumer purchasing decisions,
quantitative and GoFood

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DED p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 68 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dedi Nur Cahyadi

Versi lain/terkait

Lampiran Berkas

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