Denisa, Putri Handayani (2024) Pengaruh Iklan Sosial Media Dan Testimoni Pelanggan Terhadap Keputusan Pembelian Online Pada Aplikasi Belanja Shopee Di Kalangan Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

The aim of this research is to determine and analyze the influence of social media advertisement and customer testimonials on purchasing decisions on the Shopee shopping application among students at the Faculty of Economics and Business, Riau Islamic University. The population in this study was 50 students from the Faculty of Economics and Business at the Islamic University of Riau. The sampling technique used is the accidental sampling method, namely random sampling with appropriate criteria in a population of 50 people. Data collection techniques in this research used questionnaires and documentation. The data analysis technique in this research uses quantitative descriptive analysis and SPSS 20. The results of this research explain that social media advertisement and customer testimonials partially and simultaneously have a significant positive effect on purchasing decisions among students at the Faculty of Economics and Business, Riau Islamic University.

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