Skripsi

ANALISIS PENGARUH DIGITAL SALES PROMOTION TERHADAP MINAT BELI PENGGUNA GOPAY.

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Penilaian

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PT. Karya Anak Bangsa or Gojek Indonesia provides a digital wallet service or better known as GoPay which functions to serve user transactions to make it easier for people to make transactions. However, in its implementation, there are still several complaints submitted by users via Instagram @GoPayindonesia, causing user disappointment and resulting in user buying interest. Based on this, it is necessary to measure the effect of GoPay's sales promotion and social media marketing. The purpose of this study is to find out how much influence sales promotion through social media has on users' interest in buying by distributing questionnaires to 120 followers of the @GoPayindonesia account. The data in this study were processed and analyzed using the SmartPls application which went through several stages, namely by testing the validity of the questionnaire using convergence validity to be calculated using outer loading and then using discriminant validity which was used using cross loading to determine whether the questionnaire was valid or not. Furthermore, the reliability test is carried out using composite reliability with the provisions of the Cronbach alpha value, and if it is considered valid and reliable, the next stage is to evaluate the inner model used to determine the effect of the relationship between constructs and proceed with determining the hypothesis using path analysis, namely the path coefficient. The results obtained from this study are, sales promotion has a direct effect on purchase intention, social media marketing has a direct effect on purchase intention, and sales promotion has a direct effect on purchase intention through social media marketing

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307001670	T92035	T920352023	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T920352023

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2023

Collation

xv, 77 hlm.; Ilus.; 29 cm

Language

ISBN/ISSN

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Classification

004.607

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

komunikasi digital
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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