Fazila Fajar Maulida, . (2025) PENGARUH AFFILIATE MARKETING PADA MEDIA SOSIAL X TERHADAP KEPUTUSAN PEMBELIAN DI PLATFORM SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines one of the marketing phenomena occurring on social media. The form of marketing in question is the dissemination of affiliate marketing content. On the social media platform X (Twitter), such content is widely found; therefore, this research was conducted to determine the influence of affiliate marketing content distributed on social media X on the purchase decisions of users of the Shopee online shopping application. This study employs a quantitative descriptive method using the advertising exposure theory. The subjects of this research were 120 Gen Z respondents who use social media X (Twitter). The results of the study indicate that there is an influence of affiliate marketing exposure on social media X (Twitter) on the purchase decisions of Shopee users, amounting to 45.8%. Based on the results of the correlation test, a correlation coefficient of 0.749 was obtained, which indicates a strong relationship between variable X and variable Y. Through the hypothesis testing, it was found that the value of t-count (9.978) > t-table (1.980), which means that H0 is rejected and Ha is accepted. The significance value was 0.00 < 0.05, indicating a significant influence of variable X (advertising exposure) on variable Y (purchase decision).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411081] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Ahmad Zakki Abdullah] [Penguji 2: Ratu Laura Mulia B.P] |
| Uncontrolled Keywords: | affiliate marketing, social media X (Twitter), purchase decision |
| Subjects: | Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | FAZILA FAJAR MAULIDA |
| Date Deposited: | 11 Aug 2025 03:28 |
| Last Modified: | 11 Aug 2025 03:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38880 |
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