Citalada, Pawestri Siti Khunaini (2020) Pengaruh Green Advertising Avoskin Terhadap Keputusan Pembelian Online Pada Followers Instagram @Avoskinbeauty. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini membahas tentang pengaruh green advertising Avoskin terhadap keputusan pembelian online pada followers instagram @avoskinbeauty. Tujuan dari penelitian ini adalah untuk mengetahui ada atau tidaknya pengaruh dari green advertising terhadap keputusan pembelian online yang dilihat dari lima dimensi antara lain: advertisment objective (X1), executional framework (X2), message elements (X3), consumer benefits (X4), dan driving forces (X5) dan keputusan pembelian online sebagai variabel Y. Penelitian ini menggunakan metode kuantitatif eksplanatif dengan metode pengumpulan data menggunakan kuesioner secara online kepada 96 responden followers instagram @avoskinbeauty. Teknik sampling responden menggunakan purposive sampling. Analisis data menggunakan analisis regresi linier berganda digunakan untuk menguji pengaruh dari dua variabel yang diteliti. Hasil penelitian menunjukkan angka koefisien regresi sebesar 55,6% terhadap variabel keputusan pembelian online. Hal ini menunjukkan bahwa variabel advertisment objective (X1), executional framework (X2), message elements (X3), consumer benefits (X4), dan driving forces (X5) mampu berkontribusi sebesar 55,6% terhadap variabel keputusan pembelian online (Y). Dari hasil penelitian dapat disimpulkan bahwa variabel independen terhadap keputusan pembelian online yang memiliki korelasi positif dan berpengaruh signifikan adalah varaibel executional framework dan consumer benefits. Kemudian untuk variabel advertisment objective, message elements dan driving forces memiliki korelasi positif namun tidak berpengaruh signifikan terhadap keputusan pembelian online.
English Abstract
This research discusses the influence of green advertising Avoskin toward online purchase decision of instagram followers @avoskinbeauty. The purpose of this study is to determine whether or not the influence of green advertising on online purchasing decision is seen from five dimension including: advertisment objective (X1), executional framework (X2), message elements (X3), consumer benefits (X4), and driving forces (X5) and online purchase decision as variables Y. This study uses explanatory quantitative method with data collection methods, namely distribusing questionnaires online to as 96 respondents of instagram followers @avoskinbeauty. The sampling technique used purposive sampling. Data analyse with multiple linier regression is used to test the effect of the two variables studied. The results showed a regression coefficient number of 55,6%. This show that the advertisment objective (X1), executional framework (X2), message elements (X3), consumer benefits (X4), and driving forces (X5) variables can contribute 55,6% to the online purchase decision variable (Y). From the research of the calculation it can be concluded that the independent variables on online purchasing decision that have a positive correlation and significant influence are executional framework and consumer benefits. Then for the variables advertisment objective, message elements and driving forces that have a positive correlation but not significant influence on online purchase decision.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520110070 |
| Uncontrolled Keywords: | Green Advertising, Keputusan Pembelian Online, Avoskin, Green Advertising, Online Purchase Decision, Avoski |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 28 Jan 2021 17:41 |
| Last Modified: | 30 Sep 2024 07:01 |
| URI: | http://repository.ub.ac.id/id/eprint/182189 |
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