Pengaruh Content Marketing Melalui Youtube, Risk Perception, Dan Consumer Trust Terhadap Purchase Intention (Studi Kasus Pada Benih Bawang Merah Varietas Tajuk (Thailand Nganjuk))

Yuliansyah, Dandy (2022) Pengaruh Content Marketing Melalui Youtube, Risk Perception, Dan Consumer Trust Terhadap Purchase Intention (Studi Kasus Pada Benih Bawang Merah Varietas Tajuk (Thailand Nganjuk)). Skripsi thesis, Universitas Kadiri.

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Abstract

The shallot seed of the Tajuk variety (Thailand Nganjuk) is a superior seed from Nganjuk Regency. This is evidenced by the large number of shallot nurseries and the large number of seed consumers who come from Nganjuk or outside the region. So that it has an impact on the emergence of cases of shallot seed fraud. Study aims to determine the effect of Content Marketing through Youtube, Risk Perception and Consumer Trust Partially and Simultaneously on Purchase Intention on the shallot seeds of the Tajuk variety (Thailand Nganjuk. The sampling method used accidental sampling and purposive sampling. Respondents in this study were buyers shallot seeds of the Tajuk variety (Thailand Nganjuk) located in Nganjuk and Bojonegoro regencies. The number of samples is 100 respondents. The results obtained that Content Marketing variables through Youtube, Risk Perception, and Consumer Trust have a significant and positive effect on Purchase Intention on shallot seeds Tajuk variety, with a calculated F count > F table. Partially, Content Marketing through Youtube has no significant and no positive effect on Purchase Intention with a t count < t table. And the Risk Perception variable also has no significant and positive effect on Purchase Intention, the value of t count < t table. Meanwhile, the Consumer Trust variable has a significant and positive effect with the value of t count > t table. Kata kunci : Content Marketing throught Youtube, Risk Perception, Consumer Trust, Purchase Intention

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi > Prodi Manajemen S1
Depositing User:	NR Nurul Huda
Date Deposited:	10 Nov 2022 03:41
Last Modified:	10 Nov 2022 03:41
URI:	http://repository.unik-kediri.ac.id/id/eprint/409

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