PENGARUH AFFILIATE MARKETING TERHADAP MINAT BELI KONSUMEN PADA SHOPEE LIVE (SURVEI TERHADAP MAHASISWA AKTIF REGULER 2 FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA MENTENG)

DESILVA, VIDYA (2024) PENGARUH AFFILIATE MARKETING TERHADAP MINAT BELI KONSUMEN PADA SHOPEE LIVE (SURVEI TERHADAP MAHASISWA AKTIF REGULER 2 FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA MENTENG). S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Kemunculan internet telah banyak merubah cara orang berkomunikasi, berbisnis, bersosialisasi hingga berbelanja. Saat ini kebutuhan orang belanja online sudah menjadi kebiasaan yang terjadi pada saat ini. Hal ini dikarenakan mudahnya belanja online di Marketplace, sebab inilah yang membuat banyak sekali pembeli pindah dari yang membeli offline menjadi membeli online. Salah satu marketplace yang sangat diminati saat ini dikalangan remaja hingga dewasa adalah Shopee. Shopee memiliki fitur Shopee Live, sebuah fitur video live streaming dimana penjual dapat berjualan sekaligus berinteraksi langsung dengan pembeli menggunakan platform Shopee. Umumnya para penjual di marketplace shopee menggunakan affiliate marketing untuk membantu meningkatkan minat konsumen hingga meningkatkan penjualannya. Teori komunikasi yang digunakan adalah komunikasi pemasaran, teori AIDDA, digital marketing dan affiliate marketing. Paradigma penelitian yang digunakan adalah paradigma penelitian positivis dengan metode penelitian kuantitatif. Teknik pengumpulan data dengan menggunakan studi pustaka dan penyebaran kuesioner. Populasi yang digunakan adalah Mahasiswa Aktif Reguler 2 Fakultas Ilmu Komunikasi Universitas Mercu Buana Menteng. Teknik penentuan sampel menggunakan simple random sampling dengan 100 orang responden. Analisis data yang dilakukan uji validitas reabilitas, uji asumsi klasik, uji korelasi, uji regresi linear sederhana dan uji hipotesis Hasil dari penelitian dan pembahasan menunjukkan bahwa affiliate marketing pada fitur shopee live memiliki hubungan yang sangat kuat, berpengaruh positif dan signifikan terhadap minat beli mahasiswa Reguler 2 Fakultas Ilmu Komunikasi Universitas Mercu Buana Menteng. The emergence of the internet has changed the way people communicate, do business, socialize and shop. Currently, people's need to shop online has become a habit that occurs nowadays. This is because it is easy to shop online on the Marketplace, because this is what makes many buyers switch from buying offline to buying online. One of the marketplaces that is currently very popular among teenagers and adults is Shopee. Shopee has a Live feature, a live streaming video feature where sellers can sell and interact directly with buyers using the Shopee platform. Generally, sellers on the Shopee marketplace use affiliate marketing to increase consumer interest and increase their sales. The communication theories used are marketing communications, AIDDA theory, digital marketing and affiliate marketing. The research paradigm used is a positive research paradigm with quantitative research methods. Data collection techniques using library studies and distributing questionnaires. The population used was Regular Active Students 2 of the Faculty of Communication Sciences, Mercu Buana Menteng University. The sampling technique used simple random sampling with 100 respondents. Data analysis carried out reliability validity tests, classical assumption tests, correlation tests, simple linear regression tests and hypothesis tests The results of the research and discussion show that affiliate marketing on the Shopee Live feature has a very strong relationship, and has a positive and significant effect on purchasing interest of Regular 2 students at the Faculty of Communication Sciences, Mercu Buana University, Menteng.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44319120017
Uncontrolled Keywords: Affiliate Marketing, Minat Beli, Shopee Live Affiliate Marketing, Purchase Intention, Shopee Live
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ANISA DESI SAFITRI
Date Deposited: 03 Sep 2024 05:54
Last Modified: 03 Sep 2024 05:54
URI: http://repository.mercubuana.ac.id/id/eprint/91103

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