Gibran, Russel (2024) PENGARUH REVIEW DAN AFFILIATE MARKETING TERHADAP IMPULSIVE BUYING KONSUMEN TIKTOK. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
The purpose of this research is to determine and analyze the influence of reviews and affiliate marketing on impulsive buying. The method used in this research is a quantitative descriptive method. The data used is data obtained from distributing questionnaires to TikTok consumers. The sampling technique used was non-probability sampling with purposive sampling technique and sampling was carried out once, which was taken from several times consumers shopped on TikTok. Data processing uses the IBM SPSS Version 21 program. The results of this research show that reviews have a positive and significant effect on Impulsive Buying. This is proven by the coefficient value β1 = 0.314 with a t-count value of 4.897 which is greater than 1.984 t-table and a significance value of 0.000 which is smaller than 0.05. Affiliate Marketing has a coefficient value of β2 = 0.574 with a t-value of 7.401 which is greater than 1.984 of the t-table and a significance value of 0.000 which is smaller than 0.05. The results of hypothesis testing through multiple linear analysis showed that Review and Affiliate Marketing had a positive and significant effect on Impulsive Buying as evidenced by an F test value of 324.732 and a significance value of 0.000 and an R-square coefficient of determination value of 0.870. So, it is known that Reviews and Affiliate Marketing have a positive and significant influence on Impulsive Buying of TikTok consumers with a value of 87%, the remaining 13% is influenced by other variables not examined in this research.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Review, Affiliate Marketing: Impulsive Buying. | ||||||
| Subjects: | Manajemen Pemasaran | ||||||
| Faculty: | Fakultas Ekonomi > Manajemen S1 | ||||||
| Depositing User: | Ms Rusel Gibran | ||||||
| Date Deposited: | 13 Nov 2024 09:41 | ||||||
| Last Modified: | 13 Nov 2024 09:41 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/6957 |
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