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All Journal Gorontalo Management Research Gorontalo Development Review
Gunawan, Florencia
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Economics, Econometrics & Finance

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Pengaruh Advertising, Live Streaming, Affiliate Marketing Dan Content Creator Terhadap Purchase Decision Melalui Buying Interest Nathasya Br Sitepu, Sri; Gunawan, Florencia
Gorontalo Management Research Vol 8, No 1 (2025): Gorontalo Management Research
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/gomares.v8i1.3998

Abstract

The purpose of this study was to determine the effect of Advertising, Live Streaming, Affiliate marketing, and Content Creator on Purchase decision through Buying interest in Generation Z in Surabaya City. A total of 173 Generation Z living in Surabaya City were sampled in the study, using a non-probability sampling approach, especially those who use Instagram, TikTok and Shopee, have watched live streaming and have shopped via Instagram / TikTok / Shopee. The questionnaire instrument was designed based on the research variables to collect research data. Data analysis using Structural Equation Modeling (SEM). The results of this study indicate that not all endogenous variables affect exogenous variables. Although the value is positive, only two variables have a significant effect. The results found that not all marketing methods can influence someone to make a Purchase decision through Buying interest.
The Role of Internal and External Factors on the Success of Surabaya City MSMEs Gunawan, Florencia; Nathasya, Sri
Gorontalo Development Review Volume 7 Nomor 2 Oktober 2024
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/golder.v0i0.3510

Abstract

This study aims to find out the influence of external factors and internal factors on the success of MSMEs in Surabaya City. The sampling technique uses purposive sampling. The respondents of the study were 70 MSMEs in Surabaya. Data collection techniques use questionnaires that are shared via google form or QR code scan. The analysis tool uses multiple linear regression with the help of SPSS to process the data. The results of the study found that external factors and internal factors have a positive and significant influence on the success of MSMEs in Surabaya City.
Co-Authors Nathasya, Sri Sri Nathasya Br Sitepu