Andriyanti, Eka (2022) Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia (Studi Pada Generasi Z Pengguna Tiktok di Sidoarjo). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of viral marketing shopee affiliate variables, product quality and price on the buying interest of Shopee Indonesia consumers (Z Generation of Tiktok users in Sidoarjo) both simultaneously and partially. This type of research is quantitative research. The population in this study is Z generation of Shopee consumers in Sidoarjo, aged 11-26 years and have seen shopee affiliate content on the homepage or FYP of the Tiktok application. The sample of this study amounted to 100 respondents. Collecting data by using a questionnaire as the primary data source of the study. The data analysis technique applied is multiple linear regression analysis using the SPSS (Statistical Product and Service Solutions) 23 for windows program. From the results of the research data analysis, it is proven that Fcount 37.387 > Ftable 2,699 with a probability of significance level 0.000 <0.05 then in the F test, the viral marketing shopee affiliate variable, product quality and price have a simultaneous and significant effect on consumer buying interest. Partially viral marketing shopee affiliate has a partial effect on consumer buying interest with a value of tcount 3.987 > ttable 1.985. Product quality has a partial effect on consumer buying interest with tcount 2.101 > ttable 1.985. Price has a partial effect on consumer buying interest with a value of tcount 2,311 > ttable 1,985.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | EKA ANDRIYANTI | ||||||||
| Date Deposited: | 31 Mar 2022 07:02 | ||||||||
| Last Modified: | 31 Mar 2022 07:02 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5644 |
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