PENGARUH SPONSORSHIP DALAM TAYANGAN YOUTUBE CABRIOLET CHALLENGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERAWATAN WAJAH PRIA MS GLOW FOR MEN

Ibnu Titho Pra Ramadhan, . (2021) PENGARUH SPONSORSHIP DALAM TAYANGAN YOUTUBE CABRIOLET CHALLENGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERAWATAN WAJAH PRIA MS GLOW FOR MEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study focuses on the effect of sponsorship in the Youtube Cabriolet Challenge on purchasing decisions for men's facial care products, MS Glow for Men. This study uses a quantitative method with a total of 100 viewers of the "Cabriolet Challenge" The theory used by the researcher in this study is the S - O - R Theory Houland, et, all. Purchase decisions are measured through six (6) dimensions, namely product choice, brand choice, purchase channel choice, purchase time, purchase amount, payment method. The results of the correlation test of the X variable (Sponsorship in the Cabriolet Challenge youtube show) to the Y variable (The decision to purchase MS Glow for Men male facial care products) in this study showed a fairly strong correlation, meaning that sponsorship in the Cabriolet Challenge Youtube show had an influence on purchasing decisions. MS Glow for Men men's facial care product. The results of the coefficient of determination test are known to be 24.3%. The results of hypothesis testing with t arithmetic can be concluded that Ho is rejected and Ha is accepted. The conclusion is that there is a good influence between sponsorship on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No Panggil : 1710411113] [Pembimbing : Lukman Saleh Waluyo] [Penguji 1 : Maria Febriana Christanti] [Penguji 2 : Rizkiya Ayu Maulida]
Uncontrolled Keywords:	Sponsorship, Youtube, Purchase Decision.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User:	Ibnu Titho Pra Ramadhan
Date Deposited:	08 Nov 2021 01:50
Last Modified:	08 Nov 2021 01:50
URI:	http://repository.upnvj.ac.id/id/eprint/13380

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