PENGARUH ADVERTISING PERSONALIZATION DAN ADVERTISING VALUE TERHADAP IMPULSIVE BUYING: Survei pada Followers Instagram Bukalapak

Pupung Aprian Pulanda, - (2024) PENGARUH ADVERTISING PERSONALIZATION DAN ADVERTISING VALUE TERHADAP IMPULSIVE BUYING: Survei pada Followers Instagram Bukalapak. S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh advertising personalization dan advertising value terhadap Impulsive buying (Survei pada followers Instagram Bukalapak). Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 2.223.825 dengan sampel 272 responden yang merupakan followers Instagram Bukalapak dengan menggunakan teknik pengambilan sampel yaitu non- probability sampling dengan metode purposive sampling. Data diolah secara statistik dengan menggunakan analisis jalur (path analysis) dengan bantuan software SPSS 24.0 for Windows. Hasil penelitian diketahui bahwa pengaruh advertising personalization, advertising value dan impulsive buying berada pada kategori cukup tinggi, variabel advertising personalization dan advertising value dinyatakan memiliki pengaruh terhadap impulsive buying, serta advertising personalization dan advertising value memiliki pengaruh positif dan signifikan secara simultan terhadap impulsive buying. This study aims to obtain an overview and the magnitude of the influence of advertising personalization and advertising value on Impulsive buying (Survey on Bukalapak Instagram followers). The type of research used is descriptive and verification with a quantitative approach. The population in this study amounted to 2,223,825 with a sample of 272 respondents who are Bukalapak Instagram followers using a sampling technique, namely non-probability sampling with a purposive sampling method. The data is processed statistically using path analysis with the help of SPSS 24.0 for Windows software. The results of the study show that the influence of advertising personalization, advertising value and impulsive buying is in a fairly high category, the variables advertising personalization and advertising value are stated to have an influence on impulsive buying, and advertising personalization and advertising value have a positive and significant influence simultaneously on impulsive buying.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=PUPUNG+APRIAN# ID SINTA Dosen Pembimbing: Rd Dian Hardiana Utama: 6735511 Dita Amanah: 5976422
Uncontrolled Keywords: Personalisasi Iklan, Nilai Iklan, Pembelian Impulsif, Belanja Online, E-commerce Advertising Personalization, Advertising Value, Impulsive Buying, Online Shop, E-commerce
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Pupung Aprian Pulanda
Date Deposited: 11 Sep 2024 17:41
Last Modified: 11 Sep 2024 17:41
URI: http://repository.upi.edu/id/eprint/124158

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