Pengaruh Promosi Di Media Sosial Instagram Terhadap Keputusan Pembelian Produk Scarlet Whitening Pada Masyarakat Desa Bagan Jaya Kec.Enok (Studi Kasus Pada Masyarakat Di Desa Bagan Jaya Kec.Enok Kab.INHIL)

Sari, Nuri Novita (2021) Pengaruh Promosi Di Media Sosial Instagram Terhadap Keputusan Pembelian Produk Scarlet Whitening Pada Masyarakat Desa Bagan Jaya Kec.Enok (Studi Kasus Pada Masyarakat Di Desa Bagan Jaya Kec.Enok Kab.INHIL). Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE EFFECT OF PROMOTION ON INSTAGRAM SOCIAL MEDIA ON PURCHASE DECISIONS FOR SCARLETT WHITENING PRODUCTS IN THE COMMUNITY OF BAGAN JAYA VILLAGE, ENOK DISTRICT, INDRAGIRI HILIR REGENCY BY: NURI NOVITA SARI 175210269 This study aims to determine whether promotion on Instagram social media has a significant effect on purchasing decisions for Scarlett Whitening products in the Bagan Jaya Village Community, Enok District, Indragiri Hilir Regency. The population in this study were all the people of Bagan Jaya Village, Enok Subdistrict, Indragiri Hilir Regency who had bought Scarlett Whitening products with a total of 6,971 people. The sampling technique used Incidental sampling technique with a total sample of 80 respondents. Types and sources of data using primary and secondary data. The data collection technique uses an indirect (online) questionnaire that has been tested for validity and reliability. Data analysis techniques used to answer the hypothesis are normality test, simple linear regression, correlation coefficient, coefficient of determination (R2) and t test. The results of this research method indicate that: Based on the results of research in general, the promotion variable has a fairly good value and The results of the study also concluded that the promotion variable had a positive and significant effect on purchasing decisions. While the relationship between variables obtained the value of the coefficient of determination (R2) of 0.686 or 68.8% and the rest is influenced by other variables not included in this study.

Item Type: Thesis (Other)
Contributors:
ContributionContributorsNIDN/NIDK
SponsorSundari, EvaUNSPECIFIED
Uncontrolled Keywords: Promotion, Social media, purchasing decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: > Manajemen
Depositing User: Budi Santoso S.E
Date Deposited: 16 Jul 2022 08:33
Last Modified: 16 Jul 2022 08:33
URI: http://repository.uir.ac.id/id/eprint/12361

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