The Effectiveness of Advertising on Social Media Towards Purchase Decision Among Students in Tangerang: Case Study of Tasya Farasya on Makeover

Fitriani, Wulan Karnia and Perangin-angin, Loina Lalolo K. (0002) The Effectiveness of Advertising on Social Media Towards Purchase Decision Among Students in Tangerang: Case Study of Tasya Farasya on Makeover. Bachelor thesis, Swiss German University.

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Abstract

This study was conducted in finding out the effectiveness advertising on social media MakeOver ‘Beauty All Ways’ towards purchase decision (case study on Tasya Farasya). To fulfill this study, researcher used AISAS (Attention-Interest-Search-Action-Share) theory that can be concluded in this field of study. Moreover, this study uses quantitative research as the approach and purposive sampling was used. This study was conducted in Tangerang, with the help of 101 respondents which are the majority of female college students. The study is using questionnaire as a tool that have been distributed online. Thus, the data will be analyzed in SPSS version 25.0. using the Pearson correlation test in order to get the results. The findings of this study shown that there is positive correlation between advertising on social media towards purchase decision and is to identify which stage of consumer behavior, the advertising will be most affective at Interest. Furthermore, these findings could be useful for further research about advertising on social media. Further research might be wider population and using other case study of social media advertising from any other industry in Indonesia.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Advertising; Social Media; AISAS; MakeOver ‘Beauty All Ways’; Tasya Farasya
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations
H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5801 Advertising
Divisions: Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User: Faisal Ifzaldi
Date Deposited: 02 Nov 2020 14:20
Last Modified: 02 Nov 2020 14:20
URI: http://repository.sgu.ac.id/id/eprint/1836

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