Aisyah, Dzurrotun Nur and Agung Nugroho Luthfi Imam F,, SAB., M.Bus Sys.Pro, Ph.D (2022) Pengaruh Viral Marketing terhadap Consumer Purchasing Intention E-Commerce Shopee (Survei pada Mahasiswa Universitas Brawijaya yang Menggunakan E-Commerce Shopee). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh variabel Informativeness, Entertainment, Irritation, dan Source Credibility pada Viral Marketing terhadap Consumer Purchasing Intention E-Commerce Shopee. Populasi pada penelitian ini adalah seluruh Mahasiswa di Indonesia yang menggunakan E-Commerce Shopee. Viral Marketing merupakan suatu strategi yang diarahkan untuk mengajak audiens untuk berbagi pesan pemasaran dengan orang lain, yang kemudian mengarah pada pertumbuhan pesan pemasaran. Saat ini kemajuan teknologi dan meningkatnya penggunaan internet, pemasar harus fokus pada pemasaran viral Penelitian ini menggunakan jenis penelitian explanatory research (penelitian penjelasan) melalui pendekatan kuantitatif. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 116 orang yang mana merupakan mahasiswa aktif Strata 1 Universitas Brawijaya, berusia 18-24 tahun, pernah melihat pesan pemasaran viral Shopee (baik melalui e-mail, notifikasi Pop Up, blog/website dan sosial media), serta menggunakan E-Commerce Shopee. Hasil penelitian ini menunjukkan bahwa Informativeness (X1) secara langsung berpengaruh positif secara signifikan terhadap Consumer Purchasing Intention (Y). Entertainment (X2) secara langsung berpengaruh positif secara signifikan terhadap Consumer Purchasing Intention (Y). Irritation (X3) secara langsung berpengaruh negatif secara signifikan terhadap Consumer Purchasing Intention (Y). Source Credibility (X4) secara langsung berpengaruh positif secara signifikan terhadap Consumer Purchasing Intention (Y).
English Abstract
This study aims to explain the influence of the variables Informativeness, Entertainment, Irritation, and Source Credibility on Viral Marketing on Shopee's E-Commerce Consumer Purchasing Intention. The population in this study is all students in Indonesia who use Shopee E-Commerce. Viral Marketing is a strategy directed at inviting the audience to share marketing messages with others, which then leads to the growth of marketing messages. Nowadays technological advancements and increasing use of the internet, marketers should focus on viral marketing This research uses an explanatory research type of research (explanatory research) through a quantitative approach. The number of samples used in this study was 116 people who were active students of Strata 1 Universitas Brawijaya, aged 18-24 years, had seen Shopee's viral marketing messages (both through e- mail, Pop Up notifications, blogs/websites and social media), and used Shopee E- Commerce. The results of this study show that the Informativeness (X1) directly has a significant positive effect on Consumer Purchasing Intention (Y). Entertainment (X2) directly positively affects consumer purchasing intention (Y). Irritation (X3) directly negatively affects consumer purchasing intention (Y). Source Credibility (X4) directly positively affects consumer purchasing intention (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030058 |
| Uncontrolled Keywords: | Viral Marketing, Informativeness, Entertainment, Irritation, Source Credibility, Consumer Purchasing Intention, Viral Marketing, Informativeness, Entertainment, Irritation, Source Credibility, Consumer Purchasing Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 23 Sep 2022 07:46 |
| Last Modified: | 23 Sep 2022 07:46 |
| URI: | http://repository.ub.ac.id/id/eprint/194739 |
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