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PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE ( STUDI PADA MAHASISWA DI KOTA PALEMBANG)

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This study aimed to determine the influence of digital marketing which consisted of social media, websites, PPC advertising, and SEO search engine optimization on consumer purchase intention in the Shopee marketplace. The scope of the study only discussed about the effect of digital marketing on consumer purchase intention in the Shopee marketplace. The designed of this study was a causality which composed of independent variable (X) those were the digital marketing, as well as the dependent variable (Y) that was purchase intention. The data has been used are primary data and secondary data. The data collection method used in this research was questionnaire that distributed by google form. The sampling method was non-random (non-probability sampling) with a purposive sampling technique with a sample size of 100 respondents. Based on the empirical test results, the effect of digital marketing variable (X) on the purchase intention variable (Y) can be received simultaneously with a significant effect of 32,3%. Meanwhile, it was partially accepted that the Website and SEO Search Engine Optimization variables had a significant effect on purchase intention, while the variables of Social Media and PPC advertising did not have a significant effect on purchase intention.

Availability
Inventory Code Barcode Call Number Location Status
2007001709T37977T379772020Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T379772020
Publisher
Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xix, 78 hlm.; tab.; 28 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Manajemen pemasaran
Ekonomi Manajemen.
Specific Detail Info
-
Statement of Responsibility
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No other version available

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