Nafisah, Nafisah and Widyayanti, Evi Rosalina (2018) PENGARUH STRATEGI PROMOSI MELALUI SOCIAL MEDIA TERHADAP MINAT BELI KONSUMEN (Studi Kasus pada Produk Pakaian Wanita Aris Grosir di Kabupaten Bantul). In: SEMINAR NASIONAL DAN CALL FOR PAPER 2018 : Membangun Green Entrepreneur Solusi Bonus Demografi Indonesia. STIE Widya Wiwaha, Yogyakarta, pp. 174-187. ISBN 978-602-51174-1-1
|
Text
174-187 Nafisah & Evi Rosalina Widyayanti.pdf Download (156kB) | Preview |
Abstract
This research aims to know how the influence of promotion strategy through social media toward purchasing interest of consumer on the online shop of Aris Grosir in Bantul Regency. To answer the aim of the research, it was conducted the research by taking 80 sample of consumers which lived in Bantul regency. The method used to take sample is nonprobability sampling method. It is taking sample by deciding special criteria to the consumer in Bantul. The data collecting technique is using questionnaire that has been tested of validity and reliability. The data analysis technique is using multiple linier regression analysis and the data processed with SPSS software version 17 for windows. Based on the result of analysis, it is showed that context variable affects positively toward purchasing interest that is 0,666, collaboration variable affects positively toward purchasing interest of consumer that is 0,305 and connection variable affects positively toward purchasing interest of consumer that is 0,267 although communication variable has negative effect to the purchasing interest of consumer that is -0,004. The simultaneous variable that are context, communication, collaboration and connection affects toward purchasing interest in Aris Grosir is 30,139 with 0,000 value of significance. Variable context, communication, collaboration, and connection explain the variable of purchasing interest consumer in Aris Grosir that is 61,6% while the residue is 38,4% explained by other causes in out of model. Keyword: Promotion, Social Media, Purchasing Interest
| Item Type: | Book Section |
|---|---|
| Subjects: | C. Magister Manajemen > Manajemen Sumber Daya Manusia |
| Divisions: | S2 Manajemen |
| Depositing User: | Library STIE Widya Wiwaha |
| Date Deposited: | 10 May 2019 01:53 |
| Last Modified: | 10 May 2019 01:53 |
| URI: | http://eprint.stieww.ac.id/id/eprint/713 |
Actions (login required)
 |
View Item |
