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

Universitas Kadiri

Author

Yuliansyah, Dandy

Subject

HD28 Management. Industrial Management 

Datestamp

2022-11-10 03:41:05 

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 

File :
Halaman Awal.pdf
Abstrak.pdf
Bab 1.pdf
Daftar Pustaka.pdf