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http://repository.ipb.ac.id/handle/123456789/155685
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DC Field | Value | Language |
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dc.contributor.advisor | Hasanah, Nur | - |
dc.contributor.advisor | Indrawan, Raden Dikky | - |
dc.contributor.author | Fitrah, Yafi Al | - |
dc.date.accessioned | 2024-08-05T07:37:03Z | - |
dc.date.available | 2024-08-05T07:37:03Z | - |
dc.date.issued | 2024 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/155685 | - |
dc.description.abstract | Meta ads sebagai platform digital marketing mengalami perkembangan pesat, perkembangan ini dimanfaatkan oleh Yourgoodhabit untuk mengoptimalkan penggunaannya dengan melakukan pengiklanan, akan tetapi tidak menunjukkan kenaikan tren penjualan. Menanggapi hal tersebut, perlu dievaluasi apakah penggunaan Meta ads dapat mempengaruhi niat beli calon pelanggan Yourgoodhabit. Niat beli dapat di prediksi dengan menggunakan komponen pada Theory of Planned Behavior. Data diolah menggunakan analisis deskriptif, STP dan analisis SEM-PLS. Hasil penelitian menunjukkan calon pelanggan Yourgoodhabit dominan berusia 21-35 tahun dan variabel subjective norms serta perceived behavioral control memiliki pengaruh positif dan signifikan terhadap niat beli pelanggan Yoourgoodhabit. Sedangkan variabel attitude tidak memiliki pengaruh terhadap niat beli pelanggan. Rekomendasi meliputi konten iklan pada Meta yang menyebarkan informasi mengenai manfaat dan khasiat produk serta menyebarkan informasi tata cara pembelian produk dalam iklan atau landing page. | - |
dc.description.abstract | Meta ads as a digital marketing platform is experiencing rapid development, this development is used by Yourgoodhabit to optimise its use by advertising, but does not show an increase in sales trends. In response to this, it is necessary to evaluate whether the use of Meta ads can influence the purchase intention of potential Yourgoodhabit customers. Purchase intentions can be predicted using components on the Theory of Planned Behaviour. Data is processed using descriptive analysis, STP and SEM-PLS analysis. The results showed that Yourgoodhabit's prospective customers are predominantly 21-35 years old and the subjective norms and perceived behavioural control variables have a positive and significant influence on the purchase intention of Yoourgoodhabit customers. Meanwhile, the attitude variable has no influence on customer purchase intentions. Recommendations include advertising content on Meta that disseminates information about the benefits and efficacy of products and disseminates information on how to purchase products in advertisements or landing pages. | - |
dc.description.sponsorship | - | - |
dc.language.iso | id | - |
dc.publisher | IPB University | id |
dc.title | Evaluasi Penggunaan Meta Ads terhadap Niat Beli Calon Pelanggan Yourgoodhabit | id |
dc.title.alternative | Evaluation of Using Meta Ads on the Purchase Intention of Yourgoodhabit’s Potential Customer | - |
dc.type | Skripsi | - |
dc.subject.keyword | Niat Beli | id |
dc.subject.keyword | Theory of Planned Behavior | id |
dc.subject.keyword | Meta ads | id |
dc.subject.keyword | calon pelanggan | id |
dc.subject.keyword | Yourgoodhabit | id |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
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cover_K1401201022_2801e8aa69dd4a26a7670dbf98c7e429.pdf | Cover | 919.65 kB | Adobe PDF | View/Open |
fulltext_K1401201022_54f00942e00749aea17373f2c910fd2c.pdf Restricted Access | Fulltext | 1.17 MB | Adobe PDF | View/Open |
lampiran_K1401201022_348c53866d0c47b4a13eeac22a453565.pdf Restricted Access | Lampiran | 989.06 kB | Adobe PDF | View/Open |
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