PENGARUH IKLAN SHOPEE CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA SEMARANG (Studi Iklan Televisi)

Briliani, Putri Sucia (2021) PENGARUH IKLAN SHOPEE CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA SEMARANG (Studi Iklan Televisi). Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

Intense competition among e-commerce business actors requires them to compete, one of which is by using television as a advertising medium. This study aimed to find out the impact of Shopee Cash on Delivery television advertising to buying decision. The method used was quantitative approach and the data collection conducted by questionnaire that were spread to 100 respondent. The instrument was tested using validity test, reliability test and normality test. Data analysis technique used simple linier regression and correlation analysis. Then hypothesis verification was T statistical test. The result showed that Shopee Cash on Delivery television advertising has a significant effect to consumer buying decision in Semarang city. Based on the T statistic test, that t is the count through television advertising 11,130 > t table 1,987 or sig. 0,000 < 0,05 with significant value 5%, therefore Ho is rejected and Ha is accepted. Results achieved in this study indicate that advertising instruments such as message content, message structure and message format has contributed 55,8% to buying decision

Item Type: Thesis (Other)
Subjects: 000 Computer Science, Information and General Works > 070 News media, journalism & publishing
Divisions: Faculty of Law and Communication > Department of Communication Science
Depositing User: mr AM. Pudja Adjie Sudoso
Date Deposited: 23 Jun 2021 05:21
Last Modified: 23 Jun 2021 05:21
URI: http://repository.unika.ac.id/id/eprint/25855

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