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THE EFFECT OF SOCIAL MEDIA ADVERTISING AND SALES PROMOTION ON ONLINE PURCHASE INTENTION WITH GENDER AS A MODERATION VARIABLE ON CONSUMERS STREET BOBA PURWOKERTO
Abstrak (Bhs. Indonesia)
Penelitian ini bertujuan untuk menganalisis dan mengetahui lebih dalam apakah Social Media Advertising, Sales Promotion dan Gender berpengaruh terhadap Online Purchase Intention di Street Boba Purwokerto. Jumlah sampel dalam penelitian ini sebanyak 100 responden. Metode penelitian deskriptif kuantitatif melalui kuisioner daring (google form). Alat analisis yang digunakan adalah SPSS 16.0. Hasil penelitian menujukkan bahwa: (1) Social media advertising berpengaruh positif dan signifikan terhadap online purchase intention, (2) Sales promotion berpengaruh positif dan signifikan terhadap online purchase intention, (3) Gender tidak memoderasi hubungan antara social media advertising terhadap online purchase intention, (4) Gender tidak memoderasi hubungan antara sales promotion terhadap online purchase intention.
Abtrak (Bhs. Inggris)
This study aims to analyze and find out more deeply whether Social Media Advertising, Sales Promotion, and Gender influence Online Purchase Intention on Street Boba Purwokerto. The number of samples in this study was 100 respondents. Quantitative research method through online questionnaires (google form). The analysis tool used is SPSS 16.0. The results of the study show that: (1) Social media advertising has a positive and significant effect on online purchase intention, (2) Sales promotion has a positive and significant effect on online purchase intention, (3) Gender does not moderate the relationship between social media advertising and online purchase intention, (4) Gender does not moderate the relationship between sales promotion and online purchase intention.
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