Dampak penggunaan sosial media pada perilaku belanja online

Titah, Natasya (2023) Dampak penggunaan sosial media pada perilaku belanja online. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk melakukan analisis terkait dampak pengunaan sosial media pada perilaku belanja online konsumen Shopee Indonesia. Secara spesifik, penelitian ini meneliti pengaruh Live Streaming, Celebrity Endorsement, Promotional Tools, dan Online Reviews, terhadap Online Shopping Behaviour di Shopee Indonesia. Tipe penelitian ini merupakan penelitian kuantitatif deskriptif dengan unit analisis individual. Penelitian mengambil sampel secara non probabilitas, dengan teknik purposive sampling, kriteria spesifik yang ditetapkan penelitian ini untuk menjadi responden penelitian yaitu responden merupakan pengguna sosial media yang pernah melihat aktivitas pemasaran Shopee di sosial media dan pernah melakukan transaksi di platform Shopee Indonesia. Metode pengumpulan data melalui kuesioner elektronik yaitu Google Form yang disebarkan secara online. Teknik analisis penelitian ini menggunakan metode PLS-SEM, menggunakan program SmartPLS versi 4. Penelitian melakukan analisis data yang bersumber dari 260 responden. Penelitian melakukan analisis data untuk memperoleh informasi statistik deskriptif dan statistik inferensial. Hasil penelitian menunjukan bahwa keempat atau seluruh hipotesis penelitian didukung yaitu Live Streaming, Celebrity Endorsement, Promotional Tools, dan Online Reviews berpengaruh positif dan signifikan terhadap Online Shopping Behaviour di Shopee Indonesia.

Item Type:	Thesis (Bachelor)
Creators:	Creators NIM Email ORCID Titah, Natasya NIM01011200059 tasyatitah06@gmail.com UNSPECIFIED
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Hariandja, Evo Sampetua NIDN0324056501 evo.hariandja@uph.edu
Uncontrolled Keywords:	live streaming ; celebrity endorsement ; promotional tools ; online reviews ; online shopping behaviour
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:	NATASYA TITAH
Date Deposited:	19 Dec 2023 07:54
Last Modified:	19 Dec 2023 07:56
URI:	http://repository.uph.edu/id/eprint/59520

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