Pengaruh Sosial Media Marketing dan Endorsement Terhadap Minat Beli Pelanggan Shopee Pada Mahasiswa Politeknik Cendana
Keywords:
Sosial media marketing, Endorsement, Minat BeliAbstract
Tujuan penelitian ini adalah untuk mengetahui apakah sosial media marketing mempengaruhi minat beli secara parsial, mengetahui apakah endorsement mempengaruhi minat beli secara parsial, dan mengetahui sosial media marketing dan endorsement mempengaruhi secara simultan. Sampel penelitian ini adalah 75 orang mahasiswa yang aktif berkuliah di Politeknik Cendana. Teknik pengambilan sampel mengunakan sampling incidental yaitu siapa saja yang kebetulan bertemu dengan penulis dapat digunakan sebagai sampel. Analisis data menggunakan uji Regresi Berganda dan pengolahan data mengunakan SPSS. Hasil penelitian menunjukan bahwa berpengaruh secara simultan sosial media marketing dan endorsement berpengaruh positif dan signifikan terhadap minat beli.
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