creators_name: Muhammad , Rizki Alviyandi
creators_id: 2051011017
type: other
datestamp: 2025-02-14 03:18:09
lastmod: 2025-02-14 03:18:09
metadata_visibility: show
title: PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN
PEMBELIAN ONLINE SHOPEE DI KOTA BANDAR LAMPUNG 

ispublished: pub
subjects: 332
full_text_status: restricted
abstract: Shopee sebagai platform e-commerce di Indonesia mengalami pertumbuhan signifikan
dalam beberapa tahun terakhir, terutama melalui penggunaan strategi pemasaran
digital. Salah satu strategi yang paling dominan adalah Social Media Marketing, di
mana Shopee menggunakan media sosial untuk mempromosikan produk kepada
konsumen. Konsumen kerap kali terpapar konten promosi, ulasan, serta testimoni
pengguna lain yang dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan
untuk menginvestigasi pengaruh Social Media Marketing terhadap Keputusan
Pembelian online konsumen Shopee di Bandar Lampung. Data yang digunakan dalam
penelitian ini adalah data primer yang diperoleh melalui kuesioner yang disebarkan
kepada 150 konsumen. Pengambilan sampel dilakukan dengan metode Nonprobability
Sampling menggunakan teknik Purposive Sampling. Penelitian ini menggunakan
analisis regresi linier berganda serta uji parsial (Uji-t). Hasil penelitian menunjukkan
bahwa secara simultan, Social Media Marketing berpengaruh signifikan terhadap
Keputusan Pembelian konsumen. Secara parsial, dimensi Content Creation, Content
Sharing, Connecting, dan Community Building berpengaruh signifikan terhadap
Keputusan Pembelian konsumen di Bandar Lampung.

Kata Kunci: Content Creation, Content Sharing, Connecting, Community Building,
Keputusan Pembelian, Social Media Marketing

Shopee, as an e-commerce platform in Indonesia, has experienced significant growth
in recent years, primarily through the use of digital marketing strategies. One of the
most prominent strategies is Social Media Marketing, where Shopee utilizes social
media to promote products to consumers. Consumers are frequently exposed to
promotional content, reviews, and testimonials from other users, which can influence
their purchase decisions. This study aims to investigate the impact of Social Media
Marketing on the online Purchase Decisions of Shopee consumers in Bandar Lampung.
The data used in this research is primary data obtained through questionnaires
distributed to 150 konsuments. Sampling was conducted using Nonprobability
Sampling with a Purposive Sampling technique. This study applies multiple linear
regression analysis and a partial test (t-test). The findings indicate that Social Media
Marketing significantly influences consumers’ Purchase Decisions in a simultaneous
manner. Partially, the dimensions of Content Creation, Content Sharing, Connecting,
and Community Building each have a significant effect on consumers’ Purchase
Decisions in Bandar Lampung.

Keywords: Content Creation, Content Sharing, Connecting, Community Building,
Purchase Decision, Social Media Marketing 

date: 2024-12-18
date_type: published
publisher: FAKULTAS EKONOMI DAN BISNIS
place_of_pub: UNIVERSITAS LAMPUNG
citation:   Muhammad , Rizki Alviyandi  (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE DI KOTA BANDAR LAMPUNG.  FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/83595/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/83595/3/SKRIPSI%20FULL%20TANPA%20LAMPIRAN.pdf
document_url: http://digilib.unila.ac.id/83595/2/SKRIPSI%20FULL%20TANPA%20PEMBAHASAN.pdf