PENGARUH INFLUENCER MARKETING, BRAND TRUST, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AUDIENS SHOPEE LIVE

Salma Ulayya, . (2024) PENGARUH INFLUENCER MARKETING, BRAND TRUST, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AUDIENS SHOPEE LIVE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine, analyze, and prove the effect of influencer marketing, brand trust, and promotion on purchasing decisions. The population in this study were all active users of the Shopee e-commerce platform in the DKI Jakarta area. The sample size taken was 100 respondents using non-probability sampling technique with purposive sampling method. Data collection in this study was carried out through distributing questionnaires online using Google Form. The analysis technique used is the Partial Least Square (PLS) analysis method with SmartPLS software version 4.1.0.9. The results of this study indicate that (1) influencer marketing has a positive and significant effect on purchasing decisions, (2) brand trust has a positive and significant effect on purchasing decisions, and (3) promotion has a positive and most significant effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110111170] [Pembimbing: Alfatih Sikki Manggabarani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Pusporini]
Uncontrolled Keywords: Brand Trust, Influencer Marketing, Promotions, Purchasing Decisions, Shopee Live.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SALMA ULAYYA
Date Deposited: 27 Feb 2025 09:46
Last Modified: 27 Feb 2025 09:46
URI: http://repository.upnvj.ac.id/id/eprint/35154

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