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https://repositori.uma.ac.id/handle/123456789/27914
Title: | Pengaruh Affiliate Marketing Dan Live Streaming Terhadap Keputusan Pembelian Shopee Di Komplek TNI-Au Flamingo Medan |
Other Titles: | The Influence of Affiliate Marketing and Live Streaming on Shopee Purchasing Decisions at the Flamingo TNI-AU Complex in Medan |
Authors: | Dwiayu, Youanda |
metadata.dc.contributor.advisor: | Siregar, Muhammad Yamin |
Keywords: | Affiliate Marketing;Live Streaming;Purchase Decisions;Keputusan Pembelian |
Issue Date: | 5-Mar-2025 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;218320127 |
Abstract: | Penelitian ini bertujuan untuk mengetahui Pengaruh Affiliate Marketing dan Live Streaming Terhadap Keputusan Pembelian Shopee di Komplek TNI-AU Flamingo Medan. Sampel dalam penelitian ini adalah masyarakat Komplek TNI-AU Flamingo Medan yang pernah melakukan pembelian melalui Shopee yaitu sebanyak 200 responden dengan teknik pengambilan sampel menggunakan teknik nonprobability sampling. Jenis penelitian ini adalah kuantitatif dengan sumber data primer yang dihasilkan dari observasi langsung dan penyebaran kuesioner. Analisis data menggunakan regresi linier berganda dengan bantuan software IBM SPSS versi 26. Hasil penelitian menunjukkan bahwa Affiliate Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dari nilai signifikansi (Sig.) < 0,05, atau 0,023 < 0,05. Nilai t-hitung > t-tabel, atau 2,293 > 1,65263. Live Streaming berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dari nilai signifikansi (Sig.) < 0,05, atau 0,000 < 0,05. Nilai t-hitung > t-tabel, atau 8,121 > 1,65263. Affiliate Marketing dan Live Streaming secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dari nilai Signifikansi (Sig.) < 0,05, atau 0,000 < 0,05. Nilai F-hitung > F-tabel, atau 72,962 > 3,04. This study aims to find out the Influence of Affiliate Marketing and Live Streaming on Shopee Purchase Decisions at the TNI-AU Flamingo Medan Complex. The sample in this study is the people of the TNI-AU Flamingo Medan Complex who have made purchases through Shopee, namely 200 respondents with sampling techniques using nonprobability sampling techniques. This type of research is quantitative with primary data sources resulting from direct observation and questionnaire distribution. Data analysis using multiple linear regression with the help of IBM SPSS software version 26. The results of the study show that Affiliate Marketing has a positive and significant effect on Purchase Decisions. This is evidenced by the significance value (Sig.) < 0,05, or 0,023 < 0,05. The t-count value > the t-table, or 2,293 > 1,65263. Live Streaming has a positive and significant effect on the Purchase Decision. This is evidenced by the significance value (Sig.) < 0,05, or 0,000 < 0,05. The t-count value > the t-table, or 8,121 > 1,65263. Affiliate Marketing and Live Streaming simultaneously have a positive and significant effect on Purchase Decisions. This is evidenced by the Significance (Sig.) value < 0,05, or 0.000 < 0,05. The F-count value > the F-table, or 72,962 > 3,04. |
Description: | 108 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/27914 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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218320127 - Younda Dwiayu - Chapter IV.pdf Restricted Access | Chapter IV | 2.44 MB | Adobe PDF | View/Open Request a copy |
218320127 - Younda Dwiayu - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 2.49 MB | Adobe PDF | View/Open |
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