?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+SOCIAL+MEDIA+MARKETING+TERHADAP+KEPUTUSAN%0D%0APEMBELIAN+ONLINE+SHOPEE+DI+KOTA+BANDAR+LAMPUNG+%0D%0A&rft.creator=Muhammad+%2C+Rizki+Alviyandi&rft.subject=332+Ekonomi+keuangan&rft.description=Shopee+sebagai+platform+e-commerce+di+Indonesia+mengalami+pertumbuhan+signifikan%0D%0Adalam+beberapa+tahun+terakhir%2C+terutama+melalui+penggunaan+strategi+pemasaran%0D%0Adigital.+Salah+satu+strategi+yang+paling+dominan+adalah+Social+Media+Marketing%2C+di%0D%0Amana+Shopee+menggunakan+media+sosial+untuk+mempromosikan+produk+kepada%0D%0Akonsumen.+Konsumen+kerap+kali+terpapar+konten+promosi%2C+ulasan%2C+serta+testimoni%0D%0Apengguna+lain+yang+dapat+memengaruhi+keputusan+pembelian.+Penelitian+ini+bertujuan%0D%0Auntuk+menginvestigasi+pengaruh+Social+Media+Marketing+terhadap+Keputusan%0D%0APembelian+online+konsumen+Shopee+di+Bandar+Lampung.+Data+yang+digunakan+dalam%0D%0Apenelitian+ini+adalah+data+primer+yang+diperoleh+melalui+kuesioner+yang+disebarkan%0D%0Akepada+150+konsumen.+Pengambilan+sampel+dilakukan+dengan+metode+Nonprobability%0D%0ASampling+menggunakan+teknik+Purposive+Sampling.+Penelitian+ini+menggunakan%0D%0Aanalisis+regresi+linier+berganda+serta+uji+parsial+(Uji-t).+Hasil+penelitian+menunjukkan%0D%0Abahwa+secara+simultan%2C+Social+Media+Marketing+berpengaruh+signifikan+terhadap%0D%0AKeputusan+Pembelian+konsumen.+Secara+parsial%2C+dimensi+Content+Creation%2C+Content%0D%0ASharing%2C+Connecting%2C+dan+Community+Building+berpengaruh+signifikan+terhadap%0D%0AKeputusan+Pembelian+konsumen+di+Bandar+Lampung.%0D%0A%0D%0AKata+Kunci%3A+Content+Creation%2C+Content+Sharing%2C+Connecting%2C+Community+Building%2C%0D%0AKeputusan+Pembelian%2C+Social+Media+Marketing%0D%0A%0D%0AShopee%2C+as+an+e-commerce+platform+in+Indonesia%2C+has+experienced+significant+growth%0D%0Ain+recent+years%2C+primarily+through+the+use+of+digital+marketing+strategies.+One+of+the%0D%0Amost+prominent+strategies+is+Social+Media+Marketing%2C+where+Shopee+utilizes+social%0D%0Amedia+to+promote+products+to+consumers.+Consumers+are+frequently+exposed+to%0D%0Apromotional+content%2C+reviews%2C+and+testimonials+from+other+users%2C+which+can+influence%0D%0Atheir+purchase+decisions.+This+study+aims+to+investigate+the+impact+of+Social+Media%0D%0AMarketing+on+the+online+Purchase+Decisions+of+Shopee+consumers+in+Bandar+Lampung.%0D%0AThe+data+used+in+this+research+is+primary+data+obtained+through+questionnaires%0D%0Adistributed+to+150+konsuments.+Sampling+was+conducted+using+Nonprobability%0D%0ASampling+with+a+Purposive+Sampling+technique.+This+study+applies+multiple+linear%0D%0Aregression+analysis+and+a+partial+test+(t-test).+The+findings+indicate+that+Social+Media%0D%0AMarketing+significantly+influences+consumers%E2%80%99+Purchase+Decisions+in+a+simultaneous%0D%0Amanner.+Partially%2C+the+dimensions+of+Content+Creation%2C+Content+Sharing%2C+Connecting%2C%0D%0Aand+Community+Building+each+have+a+significant+effect+on+consumers%E2%80%99+Purchase%0D%0ADecisions+in+Bandar+Lampung.%0D%0A%0D%0AKeywords%3A+Content+Creation%2C+Content+Sharing%2C+Connecting%2C+Community+Building%2C%0D%0APurchase+Decision%2C+Social+Media+Marketing+%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-12-18&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83595%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83595%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83595%2F2%2FSKRIPSI%2520FULL%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++Muhammad+%2C+Rizki+Alviyandi++(2024)+PENGARUH+SOCIAL+MEDIA+MARKETING+TERHADAP+KEPUTUSAN+PEMBELIAN+ONLINE+SHOPEE+DI+KOTA+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F83595%2F