PENGARUH CONTENT MARKETING SHOPEE LIVE TERHADAP IMPULSE BUYING (Survei Pada Pengguna Aplikasi Shopee di Kota Yogyakarta)

Hoiyrum Nisa, NIM : 17107030021 (2021) PENGARUH CONTENT MARKETING SHOPEE LIVE TERHADAP IMPULSE BUYING (Survei Pada Pengguna Aplikasi Shopee di Kota Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The phenomenon of online shopping has led to the emergence of impulse buying behavior. In addition to the reasons for the ease and speed of transacting, one of the factors that stimulate consumers to make impulse purchases is through marketing content. The purpose of this study was to determine how much influence Shopee Live's content marketing as an independent variable on impulse buying as the dependent variable. This research is quantitative explanatory with data collection techniques using survey methods. The survey was conducted by distributing online questionnaires to 400 respondents who are Shopee Application users and have watched Shopee Live. The sample was drawn using a sampling technique, namely peurposive sampling. The hypothesis was then tested using a simple linear regression test. The results showed that there was an effect of Shopee Live's content marketing on impulse buying of 48,9%. It can be concluded that Shopee Live's content marketing has a significant effect on impulse buying, therefore Shopee Live's content marketing must always be maintained and improved so that the impulse buying generated also increases.

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