PENGARUH PROMOSI PENJUALAN, ELECTRONIC WORD OF MOUTH DAN HEDONIC SHOPPING MOTIVATION TERHADAP PEMBELIAN IMPULSIF PADA APLIKASI SHOPEE (STUDI KASUS PADA MAHASISWA STEI INDONESIA)

SALIM, RUDI (2020) PENGARUH PROMOSI PENJUALAN, ELECTRONIC WORD OF MOUTH DAN HEDONIC SHOPPING MOTIVATION TERHADAP PEMBELIAN IMPULSIF PADA APLIKASI SHOPEE (STUDI KASUS PADA MAHASISWA STEI INDONESIA). Skripsi thesis, STEI Rawamangun - Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini membahas tentang promosi penjualan, word ofmouth, motivasi belanja hedonis elektronik terhadap pembelian impulsif. Populasi dalam penelitian ini menggunakan teknik nonprobability sampling yaitu purposive sampling dengan jumlah sampel 100 mahasiswa Stei Indonesia. Hasil penelitian menunjukkan promosi penjualan, elektronik dari mulut ke mulut dan motivasi belanja Hedonis secara signifikan terhadap pembelian impulsif. Promosi penjualan dan motivasi belanja hedonis berpengaruh signifikan terhadap pembelian impulsif. Sedangkan electronic word ofmouth tidak berpengaruh signifikan terhadap pembelian impulsif

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorEFFENDI, SYAHRULUNSPECIFIEDSyahrul.effendi@stei.ac.id
Additional Information: promosi penjualan, electronic word ofmouth , motivasi belanja Hedonis dan pembelian implusif
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 852 not found.
Date Deposited: 07 Dec 2020 14:31
Last Modified: 07 Dec 2020 14:31
URI: http://repository.stei.ac.id/id/eprint/2174

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