PENGARUH AFFILIATE MARKETING, CONTENT MARKETING, DAN E-WOM TERHADAP PURCHASE DECISION SHOPEE

Aldy Farhan Ramadhan, . (2024) PENGARUH AFFILIATE MARKETING, CONTENT MARKETING, DAN E-WOM TERHADAP PURCHASE DECISION SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The advancement of internet technology has influenced a change in people's lifestyles, including the pattern of buying and selling transactions in society. People prefer online purchases due to the flexibility of shopping anytime and anywhere. With the increasing demand for the online shopping experience, this creates new opportunities in the digital trade sector, leading to job growth in the e-commerce industry. Therefore, the right marketing strategy becomes a crucial factor in supporting these opportunities. Purpose of this study is to examine the effects of Affiliate Marketing, Content Marketing, and E-WOM on the purchase decisions within the Shopee e-commerce platform. The sample in this study consists of all Shopee application users in South Jakarta who have made purchases through Shopee's affiliate links. The sample size is 100 respondents selected through the Purposive Sampling method, and the link is distributed through Google Forms. Data in this study is processed using SEM-PLS analysis techniques with SmartPLS 4.0 software. The research results indicate that (1) Affiliate marketing does not have a significant impact on purchase decision. (2) Content marketing has a positive and significant impact on purchase decisions. (3) E-WOM has a positive and significant impact on purchase decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 20101111070] [Pembimbing: Bernadin Dwi] [Penguji 1: Yuliniar] [Penguji 2: Pusporini]
Uncontrolled Keywords: Affiliate Marketing; Content Marketing; E-WOM; Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Aldy Farhan Ramadhan
Date Deposited: 21 Mar 2024 05:10
Last Modified: 21 Mar 2024 05:10
URI: http://repository.upnvj.ac.id/id/eprint/28709

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