THE EFFECT OF MARKETING COMMUNICATION STRATEGIES AND
SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED
QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS
Dublin Core
Title
THE EFFECT OF MARKETING COMMUNICATION STRATEGIES AND
SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED
QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS
SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED
QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS
Subject
Marketing Communication Strategy; Social Media Marketing; Perceived Quality;
Buying Decision
Buying Decision
Description
This study aims to determine how much influence the Marketing Communication
Strategy (MCS), Social Media Marketing (SMM), Perceived Quality (PQ) has on
the Buying Decision (BD) on the Shopee application. The population used in this
study are consumers who have accessed the Shopee application. The sample in this
study was 115 respondents using the Non - Probability Sampling technique with a
purposive sampling approach (sampling based on certain criteria, with the criteria
of respondents who had used the Shopee application. Data was taken using a
questionnaire via a google form, after the questionnaire results were collected then
tabulation was carried out data using MS Excel and analyzed using Spss version
23.
The results of this study indicate that the Marketing Communication Strategy
(MCS) does not affect Perceived Quality (PQ). Social Media Marketing (SMM)
does not affect Buying Decision (BD). Perceived Quality (PQ) has a positive and
significant effect on Buying Decision (BD). The influence of Marketing
Communication Strategy (MCS) on Buying Decision (BD) through Perceived
Quality (PQ) as an intervening variable is accepted.
Strategy (MCS), Social Media Marketing (SMM), Perceived Quality (PQ) has on
the Buying Decision (BD) on the Shopee application. The population used in this
study are consumers who have accessed the Shopee application. The sample in this
study was 115 respondents using the Non - Probability Sampling technique with a
purposive sampling approach (sampling based on certain criteria, with the criteria
of respondents who had used the Shopee application. Data was taken using a
questionnaire via a google form, after the questionnaire results were collected then
tabulation was carried out data using MS Excel and analyzed using Spss version
23.
The results of this study indicate that the Marketing Communication Strategy
(MCS) does not affect Perceived Quality (PQ). Social Media Marketing (SMM)
does not affect Buying Decision (BD). Perceived Quality (PQ) has a positive and
significant effect on Buying Decision (BD). The influence of Marketing
Communication Strategy (MCS) on Buying Decision (BD) through Perceived
Quality (PQ) as an intervening variable is accepted.
Creator
Putri Dwi Cahyani, Henny Welsa, Fuad Krisdiantoro
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Putri Dwi Cahyani, Henny Welsa, Fuad Krisdiantoro, “THE EFFECT OF MARKETING COMMUNICATION STRATEGIES AND
SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED
QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS,” Repository Horizon University Indonesia, accessed April 3, 2025, https://repository.horizon.ac.id/items/show/7812.
SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED
QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS,” Repository Horizon University Indonesia, accessed April 3, 2025, https://repository.horizon.ac.id/items/show/7812.