PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION LOKAL PADA DEWASA AWAL

FATIN NABILAH HASNA, . (2021) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION LOKAL PADA DEWASA AWAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap keputusan pembelian produk fashion lokal pada dewasa awal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel yaitu purposive sampling. Sampel pada penelitian ini sebanyak 222 responden. Uji analisis statistik yang digunakan untuk menguji hipotesis adalah analisis regresi linear sederhana. Berdasarkan uji hipotesis pada penelitian ini, maka hasil menunjukan bahwa F hitung = 287,589 > F tabel = 3,89 dan nilai p = 0,00 < α = 0,05. Hasil tersebut menunjukkan jika social media marketing berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk fashion lokal pada dewasa awal. Keputusan pembelian dipengaruhi oleh social media marketing sebesar 56,7% sedangkan sisanya 43,3% dipengaruhi oleh variabel lain diluar penelitian ini. The objectives of this study is to determine the impact of social media marketing on early adult purchasing decisions for local fashion products. This study uses the quantitative approach as well as a purposive sampling technique. The sample used in this study were 222 respondents. The statistical analysis test used to test the hypothesis was simple linear regression analysis. Based on the hypothesis test in this study, the result show that F value = 287,589 > F table = 3,89 and p value = 0,00 < α = 0,05. These results indicate that social media marketing has a positive and significant effect on purchasing decisions for local fashion products in early adulthood. Purchase decisions are influenced by social media marketing by 56,7% while the remaining 43,3% is influenced by other variables outside of this study.

Item Type:	Thesis (Sarjana)
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa Manajemen > Perilaku Konsumen
Divisions:	FPP > S1 Psikologi
Depositing User:	Users 12590 not found.
Date Deposited:	15 Sep 2021 00:32
Last Modified:	15 Sep 2021 00:33
URI:	http://repository.unj.ac.id/id/eprint/20258

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