Skripsi

PENGARUH DAYA TARIK IKLAN (REVIEW PRODUK SOMETHINC) TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TIKTOK SHOP (Studi Pada Mahasiswi di Kota Palembang)

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Penilaian

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This study is entitled "The Effect of Ad Attractiveness (Somethinc Product Review) on Purchasing Decisions on TikTok Shop E-Commerce (Study on Female Students in Palembang City)" which raises the issue of the influence of advertising attractiveness on purchasing decisions on Somethinc product advertisements. This study aims to determine how the influence of purchasing decisions that have been issued by the Somethinc brand, on female students in the city of Palembang. This research uses quantitative methods with explanatory descriptive techniques. The theory used in this study is the theory of Buyer environmental information by Magdalena Asmajasari, which says that Ad Attractiveness is an advertisement based on a strategy of emphasizing beauty issues. This research data was obtained from primary, secondary, and questionnaire distribution results conducted on respondents. Based on the results of the study, it was found that the Influence of Ad Attractiveness (Somethinc Product Review) on Purchase Decisions on E- Commerce TikTok Shop (Study on Students in Palembang City) amounted to 37.2% and with the rest based on other factors. Variable X Ad Attractiveness belongs to the Very Good category and variable Y Purchase decision belongs to the Very Good Category. The regression equation obtained is Y = 14.367 + 0.477 X. The regression correlation X states that every 1% value in Ad Attractiveness, it will add value to the Purchase Decision 0.610. the regression coefficient is positive, so the direction of influence of variable X on Y is positive. Keywords: Advertising Appeal, Purchase Decision, Brand Somethinc

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307004726	T126669	T1266692023	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1266692023

Publisher

Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2023

Collation

xvii, 91 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

659.07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Tarik Iklan di Medsos

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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