PENGARUH DIGITAL MARKETING: MEDIA SOSIAL DAN E-COMMERCE TERHADAP PERILAKU PEMBELIAN KONSUMEN ONLINE DI KOTA YOGYAKARTA
DOI:
https://doi.org/10.32477/jrabi.v4i2.1029Keywords:
Media Sosial, E-Commerce, Digital Marketing, Perilaku Konsumen Online.Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh Media Sosial dan E-Commerce terhadap Perilaku Pembelian Konsumen Online di kota Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling dengan responden generasi Z (usia 18-27 tahun) pengguna media sosial dan e-commerce sebanyak 100 responden. Penyebaran kuesioner dilakukan menggunakan google form dan skala yang digunakan adalah skala linkerd 5 poin. Analisis dalam penelitian ini menggunakan Linier Berganda dengan alat analisis SPSS. Variabel penelitian ini adalah variable bebas (independent) yaitu Media Sosial/MS (X1) dan E-Commerce/EC (X2), sedangkan variabel terikat (dependent) yaitu Perilaku Pembelian Konsumen Online /PKO (Y). Hasil dari analisis dalam penelitian ini adalah (1) terbukti adanya hubungan saling pengaruh antar variabel, (2) MS berpengaruh pada PKO sebesar 0,466 pada uji pearson correlation (3) EC berpengaruh pada PKO sebesar 0,506 pada uji pearson correlation (4) MS berpengaruh pada EC dan sebesar 0,466 pada uji pearson correlation (4) MS dan EC secara bersama-sama memberikan pengaruh pada PKO sebesar 0,466 dan 0,506 pada uji pearson correlation. Uji lain yang digunakan dalam penelitian ini adalah Uji intrumen validitas dan reabilitas, uji F dan Uji t. Semua uji yang dilakukan menguatkan pengaruh antar variabel.
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