PENGARUH DIGITAL MARKETING TERHADAP PURCHASE INTENTION PADA PENJUALAN DARING DI LIVE STREAMING

GIFARI ALGIBRAN SENTANA, . (2023) PENGARUH DIGITAL MARKETING TERHADAP PURCHASE INTENTION PADA PENJUALAN DARING DI LIVE STREAMING. Sarjana thesis, UNIVERSITAS NEGRI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh pemasaran digital terhadap niat pembelian dalam penjualan online melalui live streaming, dengan fokus pada platform yang dipimpin oleh Marsha Ozawa. Sebanyak 130 responden diundang untuk berpartisipasi dalam penelitian ini. Metode analisis data menggunakan pendekatan kuantitatif dengan teknik regresi untuk mengukur hubungan antara variabel pemasaran digital dan niat pembelian. Hasil penelitian menunjukkan bahwa pemasaran digital memiliki pengaruh yang signifikan terhadap niat pembelian di platform live streaming Marsha Ozawa. Temuan ini memberikan wawasan penting bagi praktisi pemasaran dalam memahami peran digital marketing dalam memengaruhi perilaku konsumen di lingkungan penjualan online melalui live streaming. ***** This research aims to investigate the influence of digital marketing on purchase intention in online sales through live streaming, focusing on the platform led by Marsha Ozawa. A total of 130 respondents were invited to participate in this study. Data analysis method used a quantitative approach with regression techniques to measure the relationship between digital marketing variables and purchase intention. The research findings indicate that digital marketing has a significant influence on purchase intention on Marsha Ozawa's live streaming platform. These findings provide important insights for marketing practitioners in understanding the role of digital marketing in influencing consumer behavior in the online sales environment through live streaming.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Gifari Algibran Sentana .
Date Deposited:	16 Feb 2024 06:20
Last Modified:	16 Feb 2024 06:20
URI:	http://repository.unj.ac.id/id/eprint/44832

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