TIWI EVILIANI, NPM 2101300331 (2025) PENGARUH MEDIA SOSIAL DAN EXPERIENTAL MARKETING TERHADAP MINAT BELI DENGAN VARIABEL MODERATING FAKTOR PSIKOLOGIS PRODUK SEBLAK PADA GEN Z. Tugas_Akhir(Artikel) YUME : Journal of Management. pp. 1-13. ISSN 2614-851X(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Media Sosial dan Experiental Marketing Terhadap Minat Beli dan Variabel Moderating Faktor Pisikologis produk seblak pada Generasi Z. Variabel moderating adalah variabel yang dapat memperkuat atau memperlemah hubungan langsung antara variabel independen dengan variabel dependen. Variabel moderating adalah variabel yang mempunyai pengaruh terhadap sifat atau arah hubungan antar variabel. Sifat atau arah hubungan antara variabel-variabel dependen kemungkinan positif atau negatif tergantung pada variabel moderating, oleh karena itu variable moderating dinamakan pula sebagai contingency variabel. Hubungan antara variable-variabel independen dengan variable –variabel dependen kemungkinan dipengaruhi oleh variabel variabel lain, salah satu diantaranya adalah variable moderating. Penelitian ini menguji hubungan antaravariabel dengan mengolah data menggunakan software SMARTPLS untuk menguji hipotesis yang telah diajukan cakupan penelitian ini meliputi identifikasi factor faktor yang mempengaruhi keputusan pembelian di toko thrifthing tersebut. Kata Kunci: Media Sosial, Experiental Marketing,Minat Beli, Variabel Moderating ========================================== This study ains to determine the effect of social media and experiental marketing on purchase interest and moderating variables, psychological factosr for seblakproducts in generation z. moderating variables are variables that can strengthen or weaken the direct relationship between the independent variables and the dependet variable. Moderating variables are variables that have an influence on the nature or direction of the relationship between variables. The nature or direction of the relationship between the dependet variables may be positive or negative depending on the moderating variable, therefore the moderating variable is also called a congtingency variable,. The relationship between independent variables may be influenced by other variables, one of which is the moderating variable.there are several tests to test the influence of this moderating variable. This study tests the relationship between variable by processing the data using SMARTPLS software to tests the proposed hypotheses the scope of the research includes identifying the factors that influence purchasing decisions at the thifting store Keywords: Social Media, Experiential Marketing, Purchase Interest, Moderating Variables
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Media Sosial, Experiental Marketing,Minat Beli, Variabel Moderating==============Social Media, Experiential Marketing, Purchase Interest, Moderating Variables |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Nov 2025 03:10 |
| Last Modified: | 04 Nov 2025 03:10 |
| URI: | http://repository.ulb.ac.id/id/eprint/1918 |
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