Hakim, Adam Nur (2023) PENGARUH KONTEN MEDIA SOSIAL NEX CARLOS YOUTUBE KULINER TERHADAP MINAT BELI DI RUMAH MAKAN PAK SARWON. Skripsi(S1) thesis, PERPUSTAKAAN.
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Abstract
This research is entitled "The Influence of Culinary Youtbe Social Media Content on Buying Interest at Pak Sarwon's Restaurant". The purpose of this study is to determine the influence of Youtube Social Media which consists of Communication Facilities, Access, and Utilization of Buying Interest at Pak Sarwon's Restaurant. This study uses a quantitative method using path analysis. The sample data collection technique used in this study is probability sampling with random sampling method with a total of 30 respondents. The population in this study is the Youtube Subscriber Nex Carlos. The results of this study are based on evaluating the influence of Social Media variables, only Utilization is proven to have a positive and significant effect on Purchase Intention with a value of Tcount (3.587) > Ttable (1.701). Based on the results of the R Square path analysis contained in the Model Summary table is 0.560, this shows that the contribution of the influence of X1 (Means of Communication), X2 (Access), and X3 (Utilization) on Y (Intention to Purchase) is 56% while the rest 44% is the contribution of other variables not included in the study. From the Means of Communication, Access and Utilization indicators, only the Utilization indicator has an influence and is significant on Buying Interest, it is hoped that Youtube Culinary Content can give an interesting impression and help many people. Keywords: Social Media, Purchase Intention, Youtube, Nex Carlos, Pak Sarwon Restaurant
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2023 |
| Depositing User: | Drs Iwan Ridwan |
| Date Deposited: | 02 Oct 2023 02:54 |
| Last Modified: | 02 Oct 2023 02:54 |
| URI: | http://repository.unpas.ac.id/id/eprint/66335 |
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