eprintid: 114409
rev_number: 16
eprint_status: archive
userid: 201838
dir: disk0/00/11/44/09
datestamp: 2024-01-15 07:26:37
lastmod: 2024-01-15 07:26:37
status_changed: 2024-01-15 07:26:37
type: thesis
metadata_visibility: show
creators_name: Mutiara Dzikir, -
creators_nim: NIM1908544
creators_id: tiaramirza99@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Nandang, -
contributors_name: Ismail Yusuf, -
contributors_nidn: -
contributors_nidn: 0009078701
contributors_id: nandang@upi.edu
contributors_id: ismail_yusuf@upi.edu
title: UPAYA MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN MELALUI CONTENT SHOPEE LIVE PADA JOM FASHION DI KOTA PEKANBARU
ispublished: pub
subjects: L1
divisions: KWU_S1_TSK
full_text_status: restricted
keywords: Content marketing, Jom Fashion, Keputusan Pembelian
note: ID SINTA Dosen Pembimbing
Ismail Yusuf: 6146933
abstract: Perkembangan teknologi yang pesat membantu para pelaku usaha untuk mengenalkan produknya secara global. Perubahan gaya pemasaran mengubah perilaku belanja konsumen serta menjadikan konsumen lebih selektif dalam memilih produk. Jom Fashion memasarkan produknya yang berupa pakaian wanita maupun pria melalui platform e-commerce Shopee dengan memanfaatkan content live. Tujuan diadakannya penelitian ini adalah untuk mengetahui: (1) Bagaimana gambaran umum terkait content marketing Shopee Live dan keputusan pembelian konsumen Jom Fashion (2) Pengaruh content marketing terhadap keputusan pembelian konsumen Jom Fashion. Penelitian ini menggunakan dua variabel untuk melakukan uji pengaruh, yaitu variabel bebas pada penelitian ini adalah content marketing (X) dan variabel terikat adalah keputusan pembelian (Y). Penelitian ini menggunakan teknik analisis data kuantitatif dengan melibatkan 55 sampel yaitu followers dari akun Shopee Jom Fashion. Hasil dari penelitian ini adalah terdapat pengaruh positif sebesar 72,6% antara content marketing (X) dengan keputusan pembelian (Y) pada Jom Fashion. 
The rapid development of technology helps businesses to introduce their products globally. Changes in marketing styles change consumer shopping behavior and make consumers more selective in choosing products. Jom Fashion markets its products in the form of women's and men's clothing through the Shopee e-commerce platform by utilizing live content. The purpose of this research was to find out: (1) How the general description relates to Shopee Live content marketing and Jom Fashion consumer purchasing decisions (2) Effect of content marketing on Jom Fashion consumer purchasing decisions. This study used two variables to test the effect, namely the independent variable in this study is content marketing (X), and the dependent variable is the purchase decision (Y). This study used quantitative data analysis techniques involving 55 samples, namely followers of the Shopee Jom Fashion account. The result of this study are that there was a positive influence of 72.6% between content marketing (X) and purchasing decisions (Y) on Jom Fashion.
date: 2023-04-12
date_type: published
institution: Universitas Pendidikan Indonesia
department: KODEPRODI94202#Kewirausahaan_Kampus_Tasikmalaya_S1
thesis_type: other
thesis_name: other
official_url: https://repository.upi.edu/
related_url_url: https://perpustakaan.upi.edu/
related_url_type: org
citation:   Mutiara Dzikir, -  (2023) UPAYA MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN MELALUI CONTENT SHOPEE LIVE PADA JOM FASHION DI KOTA PEKANBARU.  S1 thesis, Universitas Pendidikan Indonesia.   
document_url: http://repository.upi.edu/114409/1/S_KWU_1908544_Title.pdf
document_url: http://repository.upi.edu/114409/2/S_KWU_1908544_Chapter%201.pdf
document_url: http://repository.upi.edu/114409/3/S_KWU_1908544_Chapter%202.pdf
document_url: http://repository.upi.edu/114409/4/S_KWU_1908544_Chapter%203.pdf
document_url: http://repository.upi.edu/114409/5/S_KWU_1908544_Chapter%204.pdf
document_url: http://repository.upi.edu/114409/6/S_KWU_1908544_Chapter%205.pdf
document_url: http://repository.upi.edu/114409/7/S_KWU_1908544_Appendix.pdf