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Pengaruh Iklan E-Commerce Shopee di Youtube Terhadap Perilaku Konsumtif Mahasiswa Kota Pekanbaru

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Youtube is a video browser application that is currently accessed by almost all people in the world. The videos on the Youtube application itself come from uploads by its users. More attention given by the public to this application makes this application raise interest in companies to start marketing or advertising their products through this platform. One of the companies that advertise their products on this application is e-commerce Shopee. This research aims to find out how much influence advertising has ecommerce Shopee on Youtube on Student Consumptive Behavior in Pekanbaru City. This study uses the SOR Theory. The research method used is causal comparative research with a sample size of 100 people who are students in Pekanbaru City, users of the Youtube and Shopee applications and have made purchases after seeing Shopee advertisements on Youtube. Sampling is done by technique non probability sampling which means it does not open up opportunities for those who do not fit the criteria of the respondent. The data obtained were tested using validity tests, reliability tests, and simple regression tests. The results of the research show that there is a significant effect on advertising e-commerce Shopee on Youtube on student consumptive behavior in Pekanbaru City. The results of the t test in this study thattcount > ttable= 9,725 > 1984, for HOrejected andHa accepted. The result of the correlation coefficient is 0.701 which shows a strong and positive relationship between the two variables and the result of the coefficient of determination (R2 ) of 49.1% which means advertising e-commerce Shopee on Youtube has an influence of 49.1% on the consumptive behavior of students in Pekanbaru City, and the remaining 50.9% is influenced by other variables that were not examined in this study.

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Detail Information

Call Number

Komunikasi 658.8342 Dwi p

Language

Indonesia

NPM

199110262

Publisher

Ilmu Komunikasi : Universitas Islam Riau., 2023

Keyword(s)

Youtube
E-Commerce Shopee
Advertisement Influence
Student consumtive behavior

Other Information

Petugas

Uthi Kurnia

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