PENGARUH STRORYTELLING MARKETING DAN BUZZ MARKETING LEMONILO TERHADAP PURCHASE INTENTION GENERASI MILLENIAL

Trias Purwita Ningrum, 1011810097 (2022) PENGARUH STRORYTELLING MARKETING DAN BUZZ MARKETING LEMONILO TERHADAP PURCHASE INTENTION GENERASI MILLENIAL. Undergraduate thesis, Universitas Internasional Semen indonesia.

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Abstract

Penelitian ini bertujuan untuk menilai pengaruh variabel storytelling marketing dan buzz marketing lemonilo secara simultan maupun parsial terhadap purchase intention generasi millenial. Teknik pengumpulan data yang digunakan yaitu dengan kuesioner online melalui google form. Penelitian ini mendapatkan tanggapan dari responden sebanyak 102. Teknik Pengambilan sampel yang digunakan dalam penelitian ini yaitu non probability sampling dengan purposive sampling. Metode yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa storytelling marketing dan buzz marketing berpengaruh secara simultan terhadap purchase intention generasi millenial, storytelling marketing berpengaruh secara parsial terhadap purchase intention generasi millenial dan buzz marketing berpengaruh secara parsial terhadap purchase intention generasi millenial.

Item Type:	Thesis (Undergraduate)
Additional Information:	000
Uncontrolled Keywords:	Generasi Millenial, Storytelling Marketing, Buzz Marketing dan Purchase Intention
Contributors:	Contribution Name Email Thesis advisor Aditya Narendra Wardhana, S.T., M.SM. aditya.wardhana@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Department of Management
Depositing User:	Trias Purwita Ningrum
Date Deposited:	10 Feb 2022 14:43
Last Modified:	10 Feb 2022 14:43
URI:	https://repository.uisi.ac.id/id/eprint/2925

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