PENGARUH PENGARUH SOCIAL MEDIA ADVERTISING TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN BLIBLI.COM

Fadhlullah, Muhammad Fattah (2017) PENGARUH PENGARUH SOCIAL MEDIA ADVERTISING TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN BLIBLI.COM. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Globalisasi dan perkembangan zaman telah merubah sistem pemasaran dari konvensional menjadi digital melalui akses internet dengan jenis pemasaran yang dinamakan social media advertising. Hadirnya social media advertising membuat perusahaan lebih mudah untuk menjangkau konsumen yang ingin dituju seperti halnya Blibli.com. Tujuan dari penelitian ini untuk mengetahui gambaran mengenai social media advertising terhadap proses keputusan pembelian pengunjung iklan Blibli.com. Dalam penelitian ini, variable independen (X) adalah social media advertising dan variable dependen (Y) adalah proses keputusan pembelian. Metode penelitian yang digunakan merupakan metode deskriptif dan verifikatif dengan subjek pengunjung iklan Blibli.com di Youtube. Sample dalam penelitian ini sebanyak 100 responden dengan metode purposive sampling. Teknik analisis yang digunakan adalah uji normalitas, uji korelasi pearson, analisis regresi sederhana, dan uji koefisien regresi menggunakan software spss. Hasil penelitian menunjukan bahwa social media advertising memiliki pengaruh terhadap proses keputusan pembelian Blibli.com. Diharapakan Blibli.com dapat meningkatkan konten yang ditampilkan melalui social media advertising sehingga meningkatan keputusan pembelian konsumen. ---------- Globalitation and revolution had leads conventional marketing to digital with a type of social media advertising. Social media advertising helps company to be more effective to reach consumer target like Blibli.com did. The purposes of this research is to defind the influence of social media advertising towards buying decision process of Blibli.com ads viewers. The independent variable of this research is (X) social media advertising and dependent variable (Y) buying decision process. Descriptive and verificative method being used in this research with subject of Blibli.com Youtube ads viewers. Sample of this research are 100 respondents with purposive sampling method. The technical analysis used is normality test, pearson correlation, simple regression analysis, and t analysis using SPSS software. The result of this research shown that social media advertising inluences buying decision process . Blibli.com are expected to increase the quality of social media advertising to engage more consumer to initiate buying decision.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S PEM FAD p-2017; Pembimbing: I. Ayu Krisna Yuliawati, II. Mokhamad Sultan; NIM: 1303515
Uncontrolled Keywords: Social Media Advertising, Proses Keputusan Pembelian, Blibli.com, Buying Decission Process.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Arif Rezkyana Nugraha
Date Deposited: 07 Aug 2018 08:30
Last Modified: 07 Aug 2018 08:30
URI: http://repository.upi.edu/id/eprint/30361

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