PENGARUH TERPAAN IKLAN 12.12 BIRTHDAY SALE PADA INSTAGRAM @SHOPEE_ID TERHADAP PERILAKU KONSUMTIF (SURVEI PADA FOLLOWERS INSTAGRAM @SHOPEE_ID)
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 beha...
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2023-12-22.
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| Summary: | 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. |
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| Item Description: | http://repository.upnvj.ac.id/28989/1/ABSTRAK.pdf http://repository.upnvj.ac.id/28989/2/AWAL.pdf http://repository.upnvj.ac.id/28989/36/BAB%20I.pdf http://repository.upnvj.ac.id/28989/37/BAB%20II.pdf http://repository.upnvj.ac.id/28989/38/BAB%20III.pdf http://repository.upnvj.ac.id/28989/39/BAB%20IV.pdf http://repository.upnvj.ac.id/28989/40/BAB%20V.pdf http://repository.upnvj.ac.id/28989/41/DAFTAR%20PUSTAKA.pdf http://repository.upnvj.ac.id/28989/21/DAFTAR%20RIWAYAT%20HIDUP.pdf http://repository.upnvj.ac.id/28989/22/LAMPIRAN.pdf http://repository.upnvj.ac.id/28989/42/HASIL%20PLAGIARISME.pdf http://repository.upnvj.ac.id/28989/34/Artikel%20KI-1.pdf |