PENGARUH SOCIAL MEDIA ADVERTISING DAN WORD OF MOUTH TERHADAP MINAT BELI SEPATU NIKE DI TUNJUNGAN PLAZA SURABAYA

DEWI, RIMAWATI (2019) PENGARUH SOCIAL MEDIA ADVERTISING DAN WORD OF MOUTH TERHADAP MINAT BELI SEPATU NIKE DI TUNJUNGAN PLAZA SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Social Media Advertising terhadapMinat Beli Sepatu Nike di Our Daily Dose Store Tunjungan Plaza Surabaya dan untuk mengetahui pengaruh Word Of Mouth terhadap Minat Beli Sepatu Nike di Our Daily Dose Store Tunjungan Plaza Surabaya Populasi dalam penelitian ini adalah seluruh konsumen yang membeli produk sepatu Nike dengan jumlah sampel yang akan dipergunakan adalah sebanyak 96 orang konsumen. Pengujian hipotesis yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Berdasarkan hasil pengujian untuk menguji variabel Social Media Advertising, Word Of Mouth terhadap Minat Beli, dapat disimpulkan hal-hal untuk menjawab permasalahan sebagai berikut : Social Media Advertising berpengaruh terhadap Minat Beli Sepatu Nike di Our Daily Dose Store Tunjungan Plaza Surabaya Word Of Mouth berpengaruh terhadap Minat Beli Sepatu Nike di Our Daily Dose Store Tunjungan Plaza Surabaya. Social Media Advertising dan Word Of Mouth mampu memberikan kontribusi secara simultan kepada konsumen Sepatu Nike untuk berpindah merek. Keywords : Social Media Advertising, Word Of Mouth dan Minat Beli ABSTRACT The purpose of this study was to determine the effect of Social Media Advertising on the interest in buying Nike shoes at Our Daily Dose Store in Tunjungan Plaza Surabaya and to find out the effect of Word of Mouth on the interest in buying Nike shoes at Our Daily Dose Store Tunjungan Plaza Surabaya The population in this study were all consumers who bought Nike shoes with a total sample of 96 consumers. The testing of the hypothesis used in this study is multiple linear regression analysis. Based on the test results to test the Social Media Advertising variable, Word Of Mouth on Buying Interests, it can be concluded that the matters to answer the following problems are: Social Media Advertising influences the Interest in Buying Nike Shoes at Our Daily Dose Store Tunjungan Plaza Surabaya Word Of Mouth affects Interest in Buying Nike Shoes at Our Daily Dose Store Tunjungan Plaza Surabaya. Social Media Advertising and Word Of Mouth are able to contribute simultaneously to consumers of Nike Shoes to change brands. Keywords: Social Media Advertising, Word Of Mouth and Buying Interest

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Social Media Advertising, Word Of Mouth dan Minat Beli
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	06 Oct 2019 02:50
Last Modified:	19 Dec 2022 08:07
URI:	http://repository.stiemahardhika.ac.id/id/eprint/868

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