Octaviani, Vina Nur (2018) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MAYOUTFIT CABANG SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

This research aims to know the influence of social media marketing toward customer purchase decision. Research method applied descriptive and associative method. Data analysis tehnique applied path analysis test to measure direct influence and indirect influence between variable. Based on result result, it is found direct influence X1 toward Y as much as 1,4% meanwhile indirect influence through X2 as much as 0,06%, indirect influence through X3 as much as 0,2%, indirect influence through X4 as much as 0,7%, and indirect influence through X5 as much as 0,2%. Direct influence X2 toward Y as much as 0,2% meanwhile indirect influence through X3 as much as 0,08%, indirect influence through X4 as much as 0,1%, and indirect influence through X5 as much as 0,05% . Direct influence X3 toward Y as much as 0,9% meanwhile indirect influence through X4 as much as 0,03% and indirect influence through X5 as much as 0,2%. Direct influence X4 toward Y as much as 5,8% meanwhile indirect influence through X5 as much as 0,6%. Direct influence X5 toward Y is as much as 1%. Therefore, the total of influence as much as 15,1% meanwhile the rest as much as 84,9% is had an influence on other variable. The result of counting F hypothesis test > F table is 2,846 > 1.92 so that Hᵢ is accepted and Hₒ is refused. It means there is positive influence and significant between social media marketing toward customer purchase decision and hypothesis test partially that is X1 toward Y 1,113<1,66412, X2 toward Y 0,423<1,66412, X3 toward Y 0,865<1,66412, X4 toward Y 2,093>1,66412, X5 toward Y 0,922<1,66412 so that dominant variable has an influence on purchase decision in this research is accessibility.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Social Media Marketing, Online Communities, Interaction, Sharing Of Content, Accessibility, Creadibility, Customer Purchase Decision
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	03 Sep 2018 04:08
Last Modified:	27 Sep 2018 08:20
URI:	http://eprints.ummi.ac.id/id/eprint/392

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