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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| 100 | 1 | 0 | |a Rafi Bagaskoro Wicaksono Brewijaya Ningrat, . |e author |
| 245 | 0 | 0 | |a PENGARUH TERPAAN IKLAN 12.12 BIRTHDAY SALE PADA INSTAGRAM @SHOPEE_ID TERHADAP PERILAKU KONSUMTIF (SURVEI PADA FOLLOWERS INSTAGRAM @SHOPEE_ID) |
| 260 | |c 2023-12-22. | ||
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| 500 | |a http://repository.upnvj.ac.id/28989/34/Artikel%20KI-1.pdf | ||
| 520 | |a 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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| 690 | |a H Social Sciences (General) | ||
| 690 | |a HC Economic History and Conditions | ||
| 690 | |a HN Social history and conditions. Social problems. Social reform | ||
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| 655 | 7 | |a NonPeerReviewed |2 local | |
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