BR SINAGA, RIKA ANDRIANI (2025) PENGARUH INFLUENCER, DURASI VIDIO, DAN DISCOUNT TERHADAP IMPULSIVE BUYING MEREK BOSTANTEN PADA TIKTOK SHOP. S1 thesis, Universitas Malikussaleh.

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Abstract

Peneli4ti4a4n i4ni4 untuk mengeta4hui4seja4uh ma4na4 konsumen da4la4m memi4li4h pembeli4a4n produk merek Bosta4nten pa4da4 Ti4ktok Shop ya4ng mempenga4ruhi4 I4mpulsi4ve Buyi4ng. Popula4si4 da4la4m peneli4ti4a4n i4ni4 a4da4la4h konsumen ya4ng perna4h mela4kuka4n pembeli4a4n produk merek Bosta4nten. Sa4mpel seba4nya4k 100 responden. Da4ta4 pri4mernya4 berupa4 ha4si4l kuesi4oner ya4ng di4seba4rka4n kepa4da4 responden peneli4ti4a4n. Peneli4ti4a4n i4ni4 mengguna4ka4n pendeka4ta4n kua4nti4ta4ti4f denga4n a4na4li4si4s regresi4 li4ni4er berga4nda4 da4n di4ola4h mengguna4ka4n pera4ngka4t SPSS (Sta4ti4si4ca4l Pa4cka4ge for the Soci4a4l Sci4ences). Hi4potesi4s di4tentuka4n denga4n mengguna4ka4n progra4m SPSS versi4 25.0. ha4si4l peneli4ti4a4n i4ni4 menunjuka4n ba4hwa4 seca4ra4 pa4rsi4a4l, va4ri4a4bel I4nfluencer berpenga4ruh posi4ti4f da4n si4gni4fi4ka4n terha4da4p I4mpulsi4ve Buyi4ng a4ta4u seca4ra4 sta4ti4sti4k 0,002 < 0,05 da4n memi4li4ki4 ni4la4i4 thi4tung > tta4bel ya4i4tu 1,756 > 1,665. Pa4da4 va4ri4a4bel Dura4si4 Vi4di4o berpenga4ruh da4n si4gni4fi4ka4n terha4da4p I4mpulsi4ve Buyi4ng a4ta4u seca4ra4sta4ti4sti4k 0,004 < 0,05 da4n memi4li4ki4 ni4la4i4 thi4tung > tta4bel ya4i4tu 2,943 > 1,665. Kemudi4a4n pa4da4 Va4ri4a4bel Di4scount berpenga4ruh posi4ti4f da4n si4gni4fi4ka4n terha4da4p I4mpulsi4ve Buyi4ng a4ta4u seca4ra4 sta4ti4sti4k 0,001<0,05 da4n memi4li4ki4 ni4la4i4 thi4tung > tta4bel ya4i4tu 3,3273 > 1,665. Ni4la4i4 A4djusted R Squa4re i4ndependen ya4i4tu I4nfluencer, Dura4si4 Vi4di4o Da4n Di4scount menunjukka4n ba4hwa4 58,3% seda4ngka4n si4sa4nya4 sebesa4r 41,7,3% di4jela4ska4n oleh va4ri4a4bel la4i4n sela4i4n va4ri4a4bel i4ndependen da4la4m peneli4ti4a4n i4ni4. Kata Kunci: I4nfluencer, Dura4si4 Vi4di4o da4n Di4scount Terha4da4p I4mpulsi4ve Buyi4ng

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User:	RIKA ANDRIANI BR SINAGA
Date Deposited:	01 Sep 2025 07:16
Last Modified:	01 Sep 2025 07:16
URI:	https://rama.unimal.ac.id/id/eprint/14663

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