Skripsi

PENGARUH VIRAL MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MIXUE DI PALEMBANG

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Penilaian

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This research aims to determine the influence of viral marketing and social media marketing on Mixue purchasing decisions in Palembang. This study uses a quantitative approach. Data collection was carried out by distributing questionnaires to 100 respondents using purposive sampling. The research results show that viral marketing has a significant effect on purchasing decisions with a t-value of 2.988. Social media marketing has a significant influence on purchasing decisions with a t-value of 7.182. Then viral marketing and social media marketing together or simultaneously have a significant influence on purchasing decisions. The coefficient of determination results with an R Square value of 0.505.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407000622	T138755	T1387552024	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T1387552024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xvii, 64 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

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

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Other version/related

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