Skripsi

PENGARUH IKLAN, HARGA, DAN KUALITAS LAYANAN DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN YOUTUBE PREMIUM (STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA PALEMBANG).

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Penilaian

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This study aims to analyze the effect of advertising, price, and service quality on Youtube on purchasing decisions for YouTube premium (a case study on students at the Sriwijaya University in Palembang). This study uses a quantitative approach with data collection methods through questionnaires. The population in this study were Sriwijaya University Palembang students who had subscribed to YouTube premium. The sampling method used non-probability with a sample size of 100 respondents. This study uses quantitative analysis techniques, multiple linear regression analysis and the coefficient of determination. The results show that the advertising variable (X1) has a significant effect on the purchasing decision variable (Y) with a tcount value of 4.776 and a significance value = 0.000, and the price variable (X2) has no significant effect on the purchasing decision variable (Y), because the price variable has significant 0.240 > 0.05 and it is known that the service quality variable (X3) has no significant effect on purchasing decisions (Y). Because the service quality variable has a significant 0.081 > 0.05.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207005074	T83492	T834922022	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T834922022

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2022

Collation

viii, 71 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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