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<http://digilib.unila.ac.id/id/eprint/83595> <http://purl.org/dc/terms/title> "PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN\r\nPEMBELIAN ONLINE SHOPEE DI KOTA BANDAR LAMPUNG \r\n"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/83595> <http://purl.org/ontology/bibo/abstract> "Shopee sebagai platform e-commerce di Indonesia mengalami pertumbuhan signifikan\r\ndalam beberapa tahun terakhir, terutama melalui penggunaan strategi pemasaran\r\ndigital. Salah satu strategi yang paling dominan adalah Social Media Marketing, di\r\nmana Shopee menggunakan media sosial untuk mempromosikan produk kepada\r\nkonsumen. Konsumen kerap kali terpapar konten promosi, ulasan, serta testimoni\r\npengguna lain yang dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan\r\nuntuk menginvestigasi pengaruh Social Media Marketing terhadap Keputusan\r\nPembelian online konsumen Shopee di Bandar Lampung. Data yang digunakan dalam\r\npenelitian ini adalah data primer yang diperoleh melalui kuesioner yang disebarkan\r\nkepada 150 konsumen. Pengambilan sampel dilakukan dengan metode Nonprobability\r\nSampling menggunakan teknik Purposive Sampling. Penelitian ini menggunakan\r\nanalisis regresi linier berganda serta uji parsial (Uji-t). Hasil penelitian menunjukkan\r\nbahwa secara simultan, Social Media Marketing berpengaruh signifikan terhadap\r\nKeputusan Pembelian konsumen. Secara parsial, dimensi Content Creation, Content\r\nSharing, Connecting, dan Community Building berpengaruh signifikan terhadap\r\nKeputusan Pembelian konsumen di Bandar Lampung.\r\n\r\nKata Kunci: Content Creation, Content Sharing, Connecting, Community Building,\r\nKeputusan Pembelian, Social Media Marketing\r\n\r\nShopee, as an e-commerce platform in Indonesia, has experienced significant growth\r\nin recent years, primarily through the use of digital marketing strategies. One of the\r\nmost prominent strategies is Social Media Marketing, where Shopee utilizes social\r\nmedia to promote products to consumers. Consumers are frequently exposed to\r\npromotional content, reviews, and testimonials from other users, which can influence\r\ntheir purchase decisions. This study aims to investigate the impact of Social Media\r\nMarketing on the online Purchase Decisions of Shopee consumers in Bandar Lampung.\r\nThe data used in this research is primary data obtained through questionnaires\r\ndistributed to 150 konsuments. Sampling was conducted using Nonprobability\r\nSampling with a Purposive Sampling technique. This study applies multiple linear\r\nregression analysis and a partial test (t-test). The findings indicate that Social Media\r\nMarketing significantly influences consumers’ Purchase Decisions in a simultaneous\r\nmanner. Partially, the dimensions of Content Creation, Content Sharing, Connecting,\r\nand Community Building each have a significant effect on consumers’ Purchase\r\nDecisions in Bandar Lampung.\r\n\r\nKeywords: Content Creation, Content Sharing, Connecting, Community Building,\r\nPurchase Decision, Social Media Marketing \r\n"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/83595> <http://purl.org/dc/terms/date> "2024-12-18" .
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<http://digilib.unila.ac.id/id/eprint/83595> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/2318161> .
<http://digilib.unila.ac.id/id/document/2318161> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/2318161> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
<http://digilib.unila.ac.id/id/document/2318161> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
<http://digilib.unila.ac.id/id/document/2318161> <http://eprints.org/relation/ispreviewThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
<http://digilib.unila.ac.id/id/eprint/83595> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/2318162> .
<http://digilib.unila.ac.id/id/document/2318162> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/2318162> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
<http://digilib.unila.ac.id/id/document/2318162> <http://eprints.org/relation/ismediumThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
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<http://digilib.unila.ac.id/id/document/2318163> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
<http://digilib.unila.ac.id/id/document/2318163> <http://eprints.org/relation/issmallThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318149> .
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<http://digilib.unila.ac.id/id/document/2318164> <http://eprints.org/relation/islightboxThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
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<http://digilib.unila.ac.id/id/document/2318165> <http://eprints.org/relation/ispreviewThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
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<http://digilib.unila.ac.id/id/document/2318165> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/83595/16/preview.jpg> .
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<http://digilib.unila.ac.id/id/document/2318166> <http://eprints.org/relation/ismediumThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
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<http://digilib.unila.ac.id/id/document/2318167> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
<http://digilib.unila.ac.id/id/document/2318167> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
<http://digilib.unila.ac.id/id/document/2318167> <http://eprints.org/relation/issmallThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/2318148> .
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<http://digilib.unila.ac.id/id/document/2318167> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/83595/18/small.jpg> .
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<http://digilib.unila.ac.id/id/subject/332> <http://www.w3.org/2004/02/skos/core#prefLabel> "332 Ekonomi keuangan" .
<http://digilib.unila.ac.id/id/eprint/83595> <http://purl.org/dc/terms/subject> <http://digilib.unila.ac.id/id/subject/332> .