Tasya, Agatha (2023) Pengaruh tren baru, relaksasi, kebosanan, pertemanan, dan informasi terhadap identifikasi sosial terhadap pengaruh sosial media berdampak pada klik iklan online dan perilaku pembelian. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini untuk menguji pengaruh dari masing-masing variabel yang dapat mempengaruhi identifikasi sosial terhadap Influencer sosial, klik iklan secara online, dan perilaku pembelian. Penelitian ini akan bermanfaat bagi industri bisnis yang berfokus dalam meningkatkan strategi pemasaran digital melalui influencer sosial. Penelitian ini menggunakan jenis penelitian kuantitatif dengan menggunakan teknik pengambilan sampel adalah purposive sampling. Model analisis yang digunakan dalam penelitian ini adalah PLS-SEM dengan aplikasi SmartPLS 4. Hasil penelitian menjelaskan bahwa terdapat 7 direct hipotesis didukung dan 7 indirect hipotesis didukung yaitu, cool and new tren berpengaruh positif terhadap online advertisement clicking, relaxation berpengaruh positif terhadap social identification with social influencer, boredom berpengaruh positif terhadap social identification with social influencer, information seeking berpengaruh positif terhadap social identification with social influencer, social identification with social influencer berpengaruh positif terhadap online advertisement clicking, social identification with social influencer berpengaruh positif terhadap buying behavior, online advertisement clicking berpengaruh positif terhadap buying behavior, relaxation berpengaruh positif terhadap online advertisement clicking yang dimediasi oleh social identification with social influencer, relaxation berpengaruh positif terhadap buying behavior yang dimediasi oleh social identification with social influencer, boredom berpengaruh positif terhadap online advertisement clicking yang dimediasi oleh social identification with social influencer, boredom berpengaruh positif terhadap buying behavior yang dimediasi oleh social identification with social influencer, information seeking berpengaruh positif terhadap online advertisement clicking yang dimediasi oleh social identification with social influencer, information seeking berpengaruh positif terhadap buying behavior yang dimediasi oleh social identification with social influencer, dan social identification with social influencer berpengaruh positif terhadap buying behavior yang dimediasi oleh online advertisement clicking.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Creators: | Creators NIM Email ORCID Tasya, Agatha NIM01011200019 tasyawidjaja10@gmail.com UNSPECIFIED |
| Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Juniarty, Juniarty NIDN0326067803 juniarty.fe@uph.edu |
| Uncontrolled Keywords: | cool and new tren; relaxation; boredom; companionship; information sharing; information seeking; social identification with social influencer; online advertisement clicking; buying behavior. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
| Depositing User: | AGATHA TASYA WIDJAJA |
| Date Deposited: | 18 Dec 2023 07:25 |
| Last Modified: | 28 Feb 2024 08:54 |
| URI: | http://repository.uph.edu/id/eprint/59455 |
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