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Abstract
The aim of this research is to determine the effect of Shopee e-commerce advertising on YouTube on student consumer behavior (case study of students at the Islamic Economics and Business Faculty of UIN Raden Intan Lampung). This research uses a quantitative approach. The data used is primary data by distributing questionnaires online via Google from. The population in this study were students from the Faculty of Islamic Economics and Business at UIN Raden Intan Lampung who had shopped at Shopee. The sample used was 92 respondents and was taken by purposive sampling, namely a technique for determining samples with certain considerations. With the help of the SmartPLS Test tool 4. The research results show that the impact of exposure to Shopee advertising on YouTube has a positive and significant effect on consumer behavior. Because the results of the Reliability Test on the influence variable of advertising exposure (X) have a positive and significant effect greater than 0.6, namely Crombach's Alph 0.889 in the supporting direction (Y), namely the value of Crombach's Alph 0.943.
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References
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References
Abdullah, Ma’ruf, Metodelogi Penelitian Kuantitatif (Aswaja Pressindo, 2015)
Arinil Haq, Zailifiah, “Pengaruh Iklan E-Commerce Shopee Di Youtube Terhadap Perilaku Konsumtif Mahasiswa (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Islam UIN Khas Jember)” (unpublished Undergraduate Thesis, Universitas Islam Negeri Kiai Haji Achmad Siddiq, 2022)
Batra, Rajeev, John G Myers, and David A Aaker, “Advertising Management” (Pearson, 2006)
Pintoko, Wahyu Wary, “Terpaan Iklan Aqua Terhadap Brand Personality,” ESENSI: Jurnal Manajemen Bisnis, 24.1 (2021), pp. 10–14
Putri, K Y S, “Pengaruh Terpaan Iklan E-Commerce Shopee Terhadap Perilaku Konsumtif Mahasiswa Ilmu Komunikasi Universitas Negeri Jakarta,” Inter Komunika: Jurnal Komunikasi, 6.2 (2022), pp. 24–34
Rosengren, Sara, Martin Eisend, Scott Koslow, and Micael Dahlen, “A Meta-Analysis of When and How Advertising Creativity Works,” Journal of Marketing, 84.6 (2020), pp. 39–56
Saputro, Lam Alif, F Y Khosmas, and M Basri, “Pengaruh E-Commerce Terhadap Perilaku Konsumtif Mahasiswa Pendidikan Ekonomi Fkip Universitas Tanjungpura Pontianak,” Jurnal Pendidikan Dan Pembelajaran Khatulistiwa (JPPK), 10.1 (2021), pp. 49–56
Sudjatmika, Fransiska Vania, “Pengaruh Harga, Ulasan Produk, Kemudahan, Dan Keamanan Terhadap Keputusan Pembelian Secara Online Di Tokopedia. Com,” Agora, 5.1 (2017)