TAFTA, Tegar Indhira (2023) The Effect of Social Media Advertising and Sales Promotion on Online Purchase Intention With Gender As a Moderation Variable on Consumers Street Boba Purwokerto. Skripsi thesis, Universitas Jendral Soedirman.

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Abstract

This research is a survey on consumers of Street Boba products. This research takes the title: "The Effect of Social Media Advertising and Sales Promotion on Online Purchase Intention with Gender as Moderation Variable on Consumer Street Boba Purwokerto". This study aims to determine the effect of social media advertising and sales promotion on online purchase intention with gender as a moderating variable. Respondents in this study were consumers who had purchased street boba products at least once. This study uses 100 respondents. This research method uses quantitative research with Simple Random Sampling technique. Based on the results of research and data analysis using SPSS (Statistical Product and Service Solution) 16.0 shows that: (1) Social media advertising has a positive and significant effect on online purchase intention, (2) Sales promotion has a positive and significant effect on online purchase intention, (3) ) Gender does not moderate the relationship between social media advertising and online purchase intention, (4) Gender does not moderate the relationship between sales promotion and online purchase intention. This research implies that Street boba can add articles or information about products that make consumers feel safe and confident about buying their products, carry out promotional activities in the form of advertisements or movements such as holding challenges or mini-games in an event to attract more potential customers to try their product.

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