PENGARUH CONTENT MARKETING, PERCEIVED USEFULNESS, SUBJECTIVE NORM DAN RISIKO TERHADAP MINAT PENGGUNAAN APLIKASI MAKE UP ARTIST MECAPAN
(Studi Kasus Pengguna Aplikasi Make Up Artist Mecapan)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Irmasari, Jenny
Subject
Manajemen Pemasaran
Datestamp
2023-01-03 04:45:34
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Content Marketing, Perceived Usefulness, Subjective Norm dan risiko terhadap minat penggunaan Aplikasi Make Up Artist Mecapan Metode yang dalam penelitian ini metode survey dengan strategi asosiatif kausal. Populasi dalam penelitian ini adalah seluruh karyawan Aplikasi Make Up Artist Mecapan. Metode pengambilan sampel rumus Slovin yaitu 97 responden. Metode pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis jalur dengan Software (perangkat lunak) SmartPLS 3. Hasil penelitian bahwa Content Marketing memiliki pengaruh yang signifikan dan positif terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Perceived Usefulness memiliki dampak positif dan memiliki pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Subjective Norm memiliki pengaruh yang signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Risiko tidak memiliki pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Content Marketing, -Perceived Usefulness,Subjective Norm dan risiko secara simultan mempunyai pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan ABSTRACT This study aims to determine and analyze the effect of Content Marketing, Perceived Usefulness, Subjective Norm and risk on interest in using the Mecapan Make Up Artist Application. The method in this study is a survey method with a causal associative strategy. The population in this study were all employees of the Mecapan Make Up Artist Application. The Slovin formula sampling method is 97 respondents. The data collection method uses a questionnaire that has been tested for validity and reliability. This study uses the path analysis method with SmartPLS 3 software. The results showed that Content Marketing has a significant and positive influence on interest in using the Mecapan Make Up Artist Application. Perceived Usefulness has a positive impact and has a significant influence on interest in using the Mecapan Make Up Artist Application. Subjective Norm has a significant influence on interest in using the Mecapan Make Up Artist Application. Risk does not have a significant influence on interest in using the Mecapan Make Up Artist Application. Content Marketing, Perceived Usefulness, Subjective Norm and risk simultaneously have a significant influence on interest in using the Mecapan Make Up Artist Application.
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Content Marketing, Perceived Usefulness, Subjective Norm dan risiko terhadap minat penggunaan Aplikasi Make Up Artist Mecapan Metode yang dalam penelitian ini metode survey dengan strategi asosiatif kausal. Populasi dalam penelitian ini adalah seluruh karyawan Aplikasi Make Up Artist Mecapan. Metode pengambilan sampel rumus Slovin yaitu 97 responden. Metode pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis jalur dengan Software (perangkat lunak) SmartPLS 3. Hasil penelitian bahwa Content Marketing memiliki pengaruh yang signifikan dan positif terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Perceived Usefulness memiliki dampak positif dan memiliki pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Subjective Norm memiliki pengaruh yang signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Risiko tidak memiliki pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan. Content Marketing, -Perceived Usefulness,Subjective Norm dan risiko secara simultan mempunyai pengaruh signifikan terhadap minat penggunaan Aplikasi Make Up Artist Mecapan ABSTRACT This study aims to determine and analyze the effect of Content Marketing, Perceived Usefulness, Subjective Norm and risk on interest in using the Mecapan Make Up Artist Application. The method in this study is a survey method with a causal associative strategy. The population in this study were all employees of the Mecapan Make Up Artist Application. The Slovin formula sampling method is 97 respondents. The data collection method uses a questionnaire that has been tested for validity and reliability. This study uses the path analysis method with SmartPLS 3 software. The results showed that Content Marketing has a significant and positive influence on interest in using the Mecapan Make Up Artist Application. Perceived Usefulness has a positive impact and has a significant influence on interest in using the Mecapan Make Up Artist Application. Subjective Norm has a significant influence on interest in using the Mecapan Make Up Artist Application. Risk does not have a significant influence on interest in using the Mecapan Make Up Artist Application. Content Marketing, Perceived Usefulness, Subjective Norm and risk simultaneously have a significant influence on interest in using the Mecapan Make Up Artist Application.
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