Analisis faktor social media marketing, influencer marketing dan content marketing terhadap keputusan berbelanja di e-commerce shopee

Migau, Emogenenda Maibega Aristoteles (2026) Analisis faktor social media marketing, influencer marketing dan content marketing terhadap keputusan berbelanja di e-commerce shopee. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Shopee merupakan salah satu e-commerce populer di Indonesia yang menawarkan berbagai produk dengan sistem transaksi cepat dan praktis. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, influencer marketing, dan content marketing terhadap keputusan berbelanja di Shopee. Penelitian menggunakan pendekatan kuantitatif dengan metode survei pada 100 mahasiswa Universitas Katolik Widya Mandala Surabaya yang pernah berbelanja di Shopee. Data dikumpulkan melalui angket skala Likert dan dianalisis dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif tetapi tidak signifikan terhadap keputusan berbelanja. Sementara itu, influencer marketing dan content marketing berpengaruh positif dan signifikan terhadap keputusan berbelanja di Shopee.

Item Type:	Thesis (Undergraduate)
Department:	S1 - Teknik Industri
Contributors:	Contribution Contributors NIDN / NIDK Email Thesis advisor Trihastuti, Dian NIDN0007018201 d.trihastuti@ukwms.ac.id Thesis advisor Dewi, Dian Retno Sari NIDN0713127301 dianretnosd@ukwms.ac.id
Uncontrolled Keywords:	Keputusan Berbelanja, E-Commerce, Social Media Marketing, Influencer Marketing, Content Marketing
Subjects:	Engineering > Industrial Engineering
Divisions:	Faculty of Engineering > Industrial Engineering Study Program
Depositing User:	Emogenenda Maibega Aristoteles Migau
Date Deposited:	03 Aug 2026 08:47
Last Modified:	03 Aug 2026 08:47
URI:	https://repositori.ukwms.ac.id/id/eprint/47615

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