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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
A, Syifa Syarifah
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Terpaan Iklan Spaylater  “Belinya Sekarang - Bayarnya Nanti” di Youtube terhadap Perilaku Konsumtif  Mahasiswa di Surabaya Azzahra, Fathoyya Vya; A, Syifa Syarifah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.912

Abstract

The purpose of this study is to see what influence exposure to Spaylater adverts "Buy Now - Pay Later" on Youtube has on the purchasing habits of students in Surabaya. This is an explanatory study, and the method employed is a quantitative approach. This study employed a purposive sample strategy using the following criteria to determine the population: 1) 19-24 years old; 2) Surabaya University students; 3) Have seen advertising on Youtube for "Shopee Paylater Later - Buy Now, Pay Later"; and 4) Actively utilize Shopee Paylater services and have had difficulty managing costs. In this study, 97 persons were sampled, and primary data was gathered through the distribution of questionnaires. Furthermore, the gathered data were evaluated using the SPSS test tool, which performed data analysis in the form of multiple linear regression analysis. The findings of this study reveal that advertisement exposure characteristics, such as frequency, length, and intensity, have a positive and substantial impact on the purchasing behavior of students in Surabaya. Keywords: Advertisement, Youtube, Advertisement Exposure, Consumptive Behavior.
Pengaruh Terpaan Iklan Spaylater  “Belinya Sekarang - Bayarnya Nanti” di Youtube terhadap Perilaku Konsumtif  Mahasiswa di Surabaya Azzahra, Fathoyya Vya; A, Syifa Syarifah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.912

Abstract

The purpose of this study is to see what influence exposure to Spaylater adverts "Buy Now - Pay Later" on Youtube has on the purchasing habits of students in Surabaya. This is an explanatory study, and the method employed is a quantitative approach. This study employed a purposive sample strategy using the following criteria to determine the population: 1) 19-24 years old; 2) Surabaya University students; 3) Have seen advertising on Youtube for "Shopee Paylater Later - Buy Now, Pay Later"; and 4) Actively utilize Shopee Paylater services and have had difficulty managing costs. In this study, 97 persons were sampled, and primary data was gathered through the distribution of questionnaires. Furthermore, the gathered data were evaluated using the SPSS test tool, which performed data analysis in the form of multiple linear regression analysis. The findings of this study reveal that advertisement exposure characteristics, such as frequency, length, and intensity, have a positive and substantial impact on the purchasing behavior of students in Surabaya. Keywords: Advertisement, Youtube, Advertisement Exposure, Consumptive Behavior.
Co-Authors Azzahra, Fathoyya Vya