Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/21474
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dc.contributor.advisorLubis, Adelina-
dc.contributor.advisorSiregar, M. Yamin-
dc.contributor.authorNabillah, Dina-
dc.date.accessioned2023-10-12T03:17:38Z-
dc.date.available2023-10-12T03:17:38Z-
dc.date.issued2023-08-14-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/21474-
dc.description89 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui pengaruh Content Marketing, Sales Promotion terhadap Purchase Intention pengguna Shopee. Jenis penelitian ini adalah Asosiatif Kuantitatif merupakan penelitian yang bertujuan untuk mengetahui hubungan antara dua variabel atau lebih yang akan membangu suatu teori yang dapat berfungsi untuk menjelaskan, meramalkan dan mengontrol suatu gejala. Populasi responden dalam penelitian ini berjumlah 396 orang, teknik penarikan sampel yang akan digunakan adalah teknik Random Sampling. Perhitungan sampel menggunakan Rumus Slovin dengan populasi 396 dan error level 0,1 maka sampel dalam penelitian ini sebanyak 80 orang. Hasil penelitian menujukan bahwa pada uji parsial diperoleh hasil variabel Content Marketing berpengaruh positif dan signifikan terhadap Purchase Intention. sales promotion berpengaruh positif dan signifikan terhadap purchase intention. Secara simultan diketahui bahwa pengaruh variabel bebas (Content Marketing dan Sales Promotion) secara serempak adalah signifikan terhadap Purchase Intention pada Mahasiswa Fakultas Keguruan dan Ilmu Pendidikan Universitas Muhammadiyah Sumatera Utara. Pada koefisien determinasi (R2 ) bahwa nilai Adjusted R Square yang diperoleh yaitu sebesar 0.653 ( 65,3% ) dan sisanya 34,7% yang akan dipengaruhi oleh faktor-faktor lainnya yang tidak ada d idalam penelitian ini. This study aims to determine the effect of Content Marketing, Sales Promotion on Purchase Intention of Shopee users. This type of research is Quantitative Associative which is research that aims to determine the relationship between two or more variables that will build a theory that can function to explain, predict and control a symptom. The population of respondents in this study amounted to 396 people, the sampling technique that will be used is the Random Sampling technique. The sample calculation used the Slovin Formula with a population of 396 and an error level of 0.1, so the sample in this study was 80 people. The results of the study show that in the partial test the results of the Content Marketing variable have a positive and significant effect on Purchase Intention. sales promotion has a positive and significant effect on purchase intention. Simultaneously it is known that the effect of the independent variables (Content Marketing and Sales Promotion) is simultaneously significant on Purchase Intention of Students of the Faculty of Teaching and Education, Muhammadiyah University of North Sumatra. On the coefficient of determination (R2) that the Adjusted R Square value obtained is 0.653 (65.3% ) and the remaining 34.7% will be influenced by other factors that are not present in this study.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;198320147-
dc.subjectcontent marketingen_US
dc.subjectsales promotionen_US
dc.subjectpurchase intentionen_US
dc.subjectcontent marketingen_US
dc.subjectsales promotionen_US
dc.subjectpurchase intentionen_US
dc.titlePengaruh Content Marketing dan Sales Promotion terhadap Purchase Intention Pengguna Shopee pada Mahasiswa Fakultas Keguruan dan Ilmu Pendidikan Universitas Muhammadiyah Sumatera Utaraen_US
dc.title.alternativeThe Influence of Content Marketing and Sales Promotion on Shopee User Purchase Intention for students at the Faculty of Teacher Training and Science Muhammadiyah University Education North Sumatraen_US
dc.typeSkripsi Sarjanaen_US
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