Soraya, Sonia (2022) Pengaruh Iklan Youtube Terhadap Minat Beli Konsumen Pada Marketplace Lazada (studi Pengguna Lazada Masyarakat Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how the influence of YouTube advertising on consumer buying interest in the Lazada marketplace with a study of Lazada users in Pekanbaru City. The methods used in this study are quantitative methods and descriptive methods. Data collection techniques obtained using primary data and secondary data through interviews and taking research questionnaires. The sampling technique used was purposive sampling through the 1997 Lemeshow formula which had no known population so that the number of samples taken was 96 people. Data analysis techniques in this study used hypothesis tests and simple linear regression. Based on the results in this study, it is concluded that YouTube ads have a significant effect on consumer buying interest in the Lazada marketplace by hypothesis test.

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