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primary topic: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE

PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE
type: Thesis
type: Article
abstract: This study aims to analyze the influence of attractiveness, credibility, Parasocial interaction, Viral Marketing, and Halal awareness on Purchase intention and its impact on Actual purchase through the Shopee live platform. The research employs a quantitative approach with Partial Least Square-Structural Equation Model analysis. Data were collected via questionnaires distributed to 401 respondents who use Shopee live in the Yogyakarta Special Region. The research results indicate that attractiveness, Halal awareness, and Viral Marketing have a significant positive influence on Purchase intention, with coefficients of 0.211 (t-statistic = 3.320; p < 0.001), 0.174 (t-statistic = 4.313; p < 0.000), and 0.345 (t-statistic = 5.173; p < 0.000), respectively. Conversely, credibility and Parasocial interaction do not show a significant influence on Purchase intention, with coefficients of 0.074 (t-statistic = 1.243; p > 0.214) and 0.114 (t-statistic = 1.921; p > 0.055), respectively. Moreover, Purchase intention is proven to have a significant influence on Actual purchase, with a coefficient of 0.752 (t-statistic = 23.035; p < 0.000). This research highlights the importance of attractiveness, Viral Marketing, and Halal awareness in shaping consumers' Purchase intentions on e-commerce live streaming platforms. The findings align with the Stimulus-Organism-Response (SOR) theory, emphasizing Purchase intention as a key mediator linking external stimuli to Actual purchase.
date: 2025-01-21
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
has version: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
has published: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
has document: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
subject: 297.7 Bisnis Halal

PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
type: Document
has file: 22208012027_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 22208012027_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 22208012027 Maulana Ali Akbar
type: Person
given name: NIM.: 22208012027
family name: Maulana Ali Akbar

PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Other)
type: Document
is version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
is volatile version of: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE (Text)
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primary topic: PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE

297.7 Bisnis Halal
type: Concept