CONSUMER BEHAVIOR: THE IMPACTS OF ATTA HALILINTAR'S NEGATIVE MARKETING CONTENT BASED ON THE PERSPECTIVE OF SCHOOL-AGED CHILDREN THROUGH THE SUBSCRIPTION DECISION PROCESS

Bella Amirul Nisa, 1011610020 (2020) CONSUMER BEHAVIOR: THE IMPACTS OF ATTA HALILINTAR'S NEGATIVE MARKETING CONTENT BASED ON THE PERSPECTIVE OF SCHOOL-AGED CHILDREN THROUGH THE SUBSCRIPTION DECISION PROCESS. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Dalam penelitian ini penulis memiliki tujuan untuk mengetahui dampak perilaku konsumen dalam keputusan pembelian dimana dalam penelitian ini diartikan dengan berlangganan dan menonton konten Youtube Atta Halilintar dengan strategi negative marketing sebagai kebutuhannya. Metode penelitian yang digunakan yaitu metode kualitatif deskriptif dengan pendekatan fenomenologi. Data primer yang didapat berasal dari informan melalui wawancara mendalam kemudian dilakukannya keabsahan data berupa triangulasi metode, penyidikan, dan teori. Batasan penelitian berfokus pada proses marketing dan tidak menyalahkan atau membenarkan Atta Halilintar sebagai content creator. Adapun hasil temuan dampak dari konten negative marketing tersebut berupa dampak positif dan negatif dari segi pemasaran.

Item Type: Thesis (Undergraduate)
Additional Information: 228/KK.20/UISI-01/MG
Uncontrolled Keywords: Keputusan Pembelian, Negative Marketing, Perilaku Konsumen
Contributors:
ContributionNameEmail
Thesis advisorAditya Narendra Wardhana, S.T., M.SM.aditya.wardhana@uisi.ac.id
Thesis advisorDr. Bambang Tutuko, S.E., M.M., CFP®bambang.tutuko@uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Department of Management
Depositing User: Bella Amirul Nisa
Date Deposited: 02 Sep 2020 10:04
Last Modified: 25 Nov 2020 11:06
URI: https://repository.uisi.ac.id/id/eprint/1051

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