Pengaruh Pemasaran Media Sosial, Pemasaran Even dan Persepsi Publik Minat Beli serta Keputusan Pembelian Koran Harian
DOI:
https://doi.org/10.30872/jinv.v20i2.1791Keywords:
Pemasaran Media Social, Pemasaran Even, Minat Beli dan Keputusan PembelianAbstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis Untuk mengetahui dan menganalisis pengaruh Pemasaran Media Sosial, Pemasaran Even dan Perception terhadap Keputusan Pembelian yang dimediasi oleh Minat Beli Koran Harian Fajar Makassar di Era Disrupsi Industri Informasi dengan populasi sebanyak 250 responden. Penentuan sampel sebelumnya menggunakan teknik Stratified Random Sampling atau juga disebut Pengambilan sampel secara acak distratifikasi. Stratified Random Sampling adalah teknik penentuan sampel yang didasarkan atas kelompok-kelompok subjek dan antara satu kelompok dengan kelompok lain tampak adanya strata atau tingkatan. Sampel dalam penelitian ini sebanyak 154 namun yang diolah datanya hanya 150 responden sesuai dengan kuesioner yang kembali. Model analisis yang digunakan dalam penelitian ini adalah deskriptif kuantitaf dan Structural Equation Model (SEM) dengan menggunakan program AMOS. Hasil penelitian ini mengindikasikan bahwa Pemasaran Media Social secara langsung berpengaruh positif dan signifikan terhadap Minat Beli Koran; Pemasaran Even secara langsung berpengaruh positif dan signifikan Minat Beli Koran; Perception secara langsung berpengaruh positif dan signifikan Minat Beli Koran.
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