Pengaruh Media Sosial Terhadap Minat Pembelian Produk Smartphone yang di Mediasi oleh Gaya Hidup Hedonis

Bahtiyar, Ikhlasul and , Prof. Dr. H. M Wahyuddin, M.S (2021) Pengaruh Media Sosial Terhadap Minat Pembelian Produk Smartphone yang di Mediasi oleh Gaya Hidup Hedonis. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of social media on smartphone purchase interest through the hedonic lifestyle as an intervening variable. The population in this study were iPhone smartphone users in the city of Surakarta and surrounding areas. The sampling technique in this study uses non propability sampling by using Accidential Sampling or providing a link to fill out a questionnaire using Google Form. The number of samples in this study were 100 respondents. Analysis of the data in this study is to use the Path Analysis test with SPSS version 20. Where the variables used in this research are social media, purchase interest, and hedonic lifestyle. The results showed that social media had a significant positive effect on buying interest, Social Media had a significant positive effect on hedonic lifestyles, hedonic lifestyles had a significant positive effect on buying interest, social media had a significant positive effect on buying interest mediated by hedonic lifestyles. It can be concluded that the results of the study prove that the hedonic lifestyle has a role as an intervening variable between social media and buying interest.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	social media, purchase interest, hedonistic lifestyle.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	IKHLASUL BAHTIYAR
Date Deposited:	23 Jan 2021 03:27
Last Modified:	23 Jan 2021 03:27
URI:	http://eprints.ums.ac.id/id/eprint/88576

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