eprintid: 48365
rev_number: 10
eprint_status: archive
userid: 12259
dir: disk0/00/04/83/65
datestamp: 2022-01-12 02:37:53
lastmod: 2022-01-12 02:37:53
status_changed: 2022-01-12 02:37:53
type: thesis
metadata_visibility: show
creators_name: Hoiyrum Nisa, NIM : 17107030021
title: PENGARUH CONTENT MARKETING SHOPEE LIVE TERHADAP IMPULSE BUYING
(Survei Pada Pengguna Aplikasi Shopee di Kota Yogyakarta)
ispublished: pub
subjects: I
divisions: jur_ikom
full_text_status: restricted
keywords: Content Marketing, Impulse Buying, Shopee Live
note: Drs. Siantari Rihartono, M.Si
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.
date: 2021-12-09
date_type: published
pages: 107
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   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.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/48365/1/17107030021_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/48365/2/17107030021_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf