Rafi Bagaskoro Wicaksono Brewijaya Ningrat, . (2023) PENGARUH TERPAAN IKLAN 12.12 BIRTHDAY SALE PADA INSTAGRAM @SHOPEE_ID TERHADAP PERILAKU KONSUMTIF (SURVEI PADA FOLLOWERS INSTAGRAM @SHOPEE_ID). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (49kB) |
|
Text
AWAL.pdf Download (389kB) |
|
Text
BAB I.pdf Restricted to Repository UPNVJ Only Download (280kB) |
|
Text
BAB II.pdf Restricted to Repository UPNVJ Only Download (90kB) |
|
Text
BAB III.pdf Restricted to Repository UPNVJ Only Download (288kB) |
|
Text
BAB IV.pdf Restricted to Repository UPNVJ Only Download (496kB) |
|
Text
BAB V.pdf Download (85kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (182kB) |
|
Text
DAFTAR RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (126kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (723kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (11MB) |
|
Text
Artikel KI-1.pdf Restricted to Repository staff only Download (204kB) |
Abstract
This study aims to explore the influence of exposure to the 12.12 Birthday Sale advertisements presented on the Instagram social media platform on the consumptive behavior of followers of the @shopee_id account. In the digital era, social media has become a crucial platform influencing consumer behavior, particularly in the context of e-commerce shopping. This study will employ a quantitative research method using a survey approach, focusing on descriptive research and utilizing the Advertising Exposure theory to determine the extent of influence of the 12.12 Birthday Sale advertisements on the @shopee_id Instagram account on consumptive behavior. A total of 100 respondents who are followers of the @shopee_id Instagram account are the subjects of this research. Based on the hypothesis testing calculation, the calculated t-value of 6.106 > the tabulated t-value of 1.984, indicating that the alternative hypothesis (H1) is accepted, suggesting a significant and substantial influence of variable X on variable Y. The coefficient of determination indicates a 27.6% level of influence of variable X on variable Y, suggesting a considerable impact on consumptive behavior. Furthermore, the regression coefficient value of 1.192 (positive) indicates a positive impact.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411086] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Uljanatunnisa] [Penuji 2: Gracia Krisnando Nathanael] |
| Uncontrolled Keywords: | Advertising exposure, 12.12 Birthday Sale, Instagram, Shopee, Consumptive behavior |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Rafi Bagaskoro Wicaksono Brewijaya |
| Date Deposited: | 05 Mar 2024 01:55 |
| Last Modified: | 05 Mar 2024 01:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28989 |
Actions (login required)
 |
View Item |