Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23773
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dc.contributor.advisorSabrina, Hesti-
dc.contributor.advisorTrg, Eka Dewi Setia-
dc.contributor.authorGinting, Rey Stepanus-
dc.date.accessioned2024-04-23T04:29:43Z-
dc.date.available2024-04-23T04:29:43Z-
dc.date.issued2024-01-31-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/23773-
dc.description86 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui pengaruh brand ambassador dan content marketing terhadap minat beli konsumen pada platform Shopee (studi kasus Desa Sumber Melati Diski). Jenis penelitian ini menggunakan metode kuantitatif. Populasi penelitian ini warga Desa Sumber Melati Diski, dengan menggunakan rumus Lemeshow maka sampel yang digunakan sebanyak 96 responden. Hasil yang didapatkan dari penelitian ini adalah secara parsial brand ambassador (X1) berpengaruh secara positif dan signifikan terhadap minat beli konsumen, dengan nilai thitung (4,846) > ttabel (1,661) serta nilai signifikansinya adalah 0,001 < 0,1. Sedangkan untuk variabel content marketing (X2) secara parsial berpengaruh positif dan signifikan terhadap minat beli (Y), dengan nilai thitung (2,128) > ttabel (1,661) serta nilai signifikansinya adalah 0,001 < 0,1. Secara simultan, variabel brand ambassador (XI) dan content marketing (X2) berpengaruh positif dan signifikan terhadap minat beli konsumen (Y) Desa Sumber Melati Diski pada platform Shopee dengan nilai Fhitung (55,970)> Ftabel (2,36) dan nilai signifikansinya adalah 0,001 <0,1. This study aims to determine the effect of brand ambassadors and content marketing on consumer buying interest on the Shopee platform (case study of Sumber Melati Village, Diski). This type of research uses quantitative methods. The population of this study were residents of Sumber Melati Diski Village, using the Lemeshow formula, the sample used was 96 respondents. The results obtained from this study are partially brand ambassadors (X1) have a positive and significant effect on consumer buying interest, with a tcount value (4.846)> ttable (1.661) and the significance value is 0.001 <0.1. Meanwhile, the content marketing variable (X2) partially has a positive and significant effect on purchase intention (Y), with a tcount value (2.128) > ttable (1.661) and the significance value is 0.001 <0.1. Simultaneously, the brand ambassador variable (XI) and content marketing (X2) have a positive and significant effect on consumer buying interest (Y) of Sumber Melati Diski Village on the Shopee platform with a value of Fcount (55,970) > Ftable (2.36) and the significance value is 0.001 <0.1.en_US
dc.language.isoiden_US
dc.publisherUNIVERSITAS MEDAN AREAen_US
dc.relation.ispartofseriesNPM;198320157-
dc.subjectbrand ambassadoren_US
dc.subjectcontent marketingen_US
dc.subjectminat beli konsumenen_US
dc.subjectconsumer purchase interesten_US
dc.titlePengaruh Brand Ambassador dan Content Marketing terhadap Minat Beli Konsumen pada Platform Shopee (Studi Kasus pada Desa Sumber Melati Diski)en_US
dc.title.alternativeThe Influence of Brand Ambassadors and Content Marketing on Consumer Purchase Interest on the Shopee Platform (Case Study in Sumber Melati Diski Village)en_US
dc.typeSkripsi Sarjanaen_US
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