PENGARUH TERPAAN KONTEN MEDIA SOSIAL GLAMLOCAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BAZAR GLAMLOCAL DI AEON MALL TANJUNG BARAT

Al Hidayah Erlinda Pratiwi, . (2024) PENGARUH TERPAAN KONTEN MEDIA SOSIAL GLAMLOCAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BAZAR GLAMLOCAL DI AEON MALL TANJUNG BARAT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Social media is now familiar in social life in the era of increasingly sophisticated technology. Consumers can be persuaded to buy products at the Glamlocal bazaar spontaneously, which results in impulsive purchasing decisions that are influenced by exposure to Glamlocal's social media content. The AISAS model (attention, interest, search, action, share) and advertising exposure theory are used as the theoretical framework to explain the exposure to content (independent variable) and purchasing decisions (dependent variable). This research aims to determine whether there is an influence of exposure to Glamlocal's social media content on consumer purchasing decisions at the Glamlocal bazaar in AEON Mall Tanjung Barat, and how much influence. The consumers selected as respondents tend to represent the target population of this study, namely consumers who visit the Glamlocal bazaar at AEON Mall Tanjung Barat. A survey method using an explanatory quantitative approach was carried out by distributing questionnaires to 100 respondents who had previously been determined using a simple random sampling technique from a population of 90,000 people. The significance value of 0.0 < 0.1 indicates that Ha is accepted and H0 is rejected, stating that there is an influence of exposure to Glamlocal's social media content on consumer purchasing decisions at the Glamlocal bazaar in AEON Mall Tanjung Barat. The positive influence can be explained through the correlation coefficient value of 0.405**, indicating a figure of 0.405 with a positive value. The constant number from unstandardized coefficients is 19.590 with a regression coefficient value of 0.384 (Y = 19.590 + 0.384X). In conclusion, the information is well received by consumers as social media users, hence the effect of content exposure leads to actual impulsive purchasing actions. Therefore, content exposure has a positive influence on purchasing decisions, amounting to only 20.1%, while the remaining 79.9% is influenced by other factors outside the scope of this study.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411221] [Pembimbing: Lusia Handayani] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Puri Bestari Mardani]
Uncontrolled Keywords: Advertising Exposure Theory, Consumer Behavior, Glamlocal Bazaar Content, Purchasing Decision, Quantitative, Social Media
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
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: AL HIDAYAH ERLINDA PRATIWI
Date Deposited: 20 Aug 2024 02:18
Last Modified: 18 Sep 2024 03:52
URI: http://repository.upnvj.ac.id/id/eprint/33142

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