Pengaruh Rekomendasi Produk (Sponsored Post) Terhadap Dorongan Untuk Melakukan Pembelian Secara Impulsif Pada Sistem Teknologi Informasi Media Sosial Instagram

Rahayu, Anggrainni (2019) Pengaruh Rekomendasi Produk (Sponsored Post) Terhadap Dorongan Untuk Melakukan Pembelian Secara Impulsif Pada Sistem Teknologi Informasi Media Sosial Instagram. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh antara variabel kesamaan, kalimat promosi, daya tarik estetis, kepercayaan kognitif, kepercayaan afektif, ketertarikan terhadap produk, dan dorongan pembelian impulsif pada media sosial Instagram. Jenis penelitian ini adalah penelitian kuantitatif. Metode pengumpulan data yang digunakan yaitu dengan metode survey dan teknik pengambilam sampel yang digunakan adalah convenient sampling Teknik analisis data yang digunakan dalam penelitian ini yaitu uji validitas, uji reliabilitas dan uji hipotesis. Proses analisis data dilakukan dengan menggunakan bantuan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa kesamaan berpengaruh positif terhadap kepercayaan kognitif dan afektif, kalimat promosi dan daya tarik estetis berpengaruh positif pada ketertarikan terhadap produk, kepercayaan kognitif berpengaruh positif terhadap kepercayaan afektif, kepercayaan afektif berpengaruh positif pada ketertarikan terhadap produk, kepercayaan kognitif tidak berperngaruh terhadap dorongan pembelian impulsif, dan kepercayaan afektif dan ketertarikan terhadap produk berpengaruh positif terhadap dorongan pembelian impulsif.

English Abstract

This study examines the influence between variables of similarity, buy lines, aesthetic appeal, cognitive trust, affective trust, product affection, and impulsive buying on the social media of Instagram. The method used for collecting the data in this study was the survey method. The samples were collected using the convenient sampling techniques. The utilized data analysis techniques used in this study were validity testing, reliability testing, and hypothesis testing. The data analysis process was conducted with the aid of Partial Least Square (PLS). The results of this study showed that similarity positively influences cognitive and affective trust, buy lines and aesthetic appeal positively influence product affection, cognitive trust positively influences affective trust, affective trust positively influences product affection, cognitive trust does not influence impulsive buying, and affective trust and product affection positively influence impulsive buying

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FEB/2019/96/051906533
Uncontrolled Keywords: dorongan pembelian impulsif, sponsored post, recommender, media sosial Instagram, impulsive buying, sponsored post, recommender, Instagram
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User: Nur Cholis
Date Deposited: 10 Aug 2020 06:09
Last Modified: 21 Oct 2021 05:03
URI: http://repository.ub.ac.id/id/eprint/170338
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