PENGARUH BAURAN PROMOSI TERHADAP MINAT BELI ULANG PADA E-COMMERCE SHOPEE (Studi Pengguna Aplikasi Shopee pada Mahasiswa STEI Jakarta) INFLUENCE OF PROMOTION MIX ON REPURCHASE INTENTION IN E-COMMERCE SHOPEE (Study of Shopee Application Users In STEI Jakarta Students)

Febrianza, Rico and Aprileny, Imelda (2020) PENGARUH BAURAN PROMOSI TERHADAP MINAT BELI ULANG PADA E-COMMERCE SHOPEE (Studi Pengguna Aplikasi Shopee pada Mahasiswa STEI Jakarta) INFLUENCE OF PROMOTION MIX ON REPURCHASE INTENTION IN E-COMMERCE SHOPEE (Study of Shopee Application Users In STEI Jakarta Students). PENGARUH BAURAN PROMOSI TERHADAP MINAT BELI ULANG PADA E-COMMERCE SHOPEE (Studi Pengguna Aplikasi Shopee pada Mahasiswa STEI Jakarta) /INFLUENCE OF PROMOTION MIX ON REPURCHASE INTENTION IN E-COMMERCE SHOPEE (Study of Shopee Application Users In STEI). (Unpublished)

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Abstract

Abstrak– Tujuan penelitian ini adalah untuk mengetahui pengaruh bauran promosi terhadap minat beli ulang pada mahasiswa STEI Jakarta pada E-commerce Shopee. Populasi dalam penelitian ini adalah seluruh mahasiswa STEI Program Studi S1-Manajemen. Minat beli ulang sebagai variabel independent, sedangkan Advertising, Sales promotion, Public relation sebagai variabel independen yang menjadi inidikator bauran promosi. Penelitian ini menggunakan metode survei dengan menggunakan analisis kuantitatif. Pengumpulan data dilakukan dengan menggunakan kuesioner secara daring sebanyak 75 orang. Populasi dalam penelitian ini adalah seluruh mahasiswa STEI yang menggunakan aplikasi Shopee dan pernah melakukan keputusan pembelian pada Shopee. Teknik pengambilan sampel yang digunakan adalah dengan metode Sampling Insidental. Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas, analisis koefisien determinasi simultan dan analisis koefisien determinasi parsial untuk menguji dan membuktikan hipotesis penelitian dengan menggunakan program SPSS V23.0 for Windows. Hasil penelitian ini menunjukkan bahwa Variabel Advertising, Sales promotion, dan Public relation secara bersamaan berpengaruh terhadap Minat Beli Ulang Pengguna E-Commerce Shopee. Hasil koefisien determinasi secara parsial menunjukkan bahwa variabel Advertising, Sales promotion, dan Public relation terhadap Minat Beli Ulang tersebut sebesar 23,7% sedangkan sisanya 76,3% dijelaskan oleh factor lain yang tidak diteliti dalam penelitian ini. Abstract–The purpose of this study was to determine the effect of promotion mix on repurchase interest in STEI Jakarta students at Shopee E-commerce. The population in this study were all students of STEI S1-Management Study Program. Repurchase interest as an independent variable, while advertising, sales promotion, public relations as an independent variable that is an indikator of the promotional mix. This study used a survey method using quantitative analysis. Data collection was carried out using an online questionnaire as many as 75 people. The population in this study were all STEI students who used the Shopee application and had made purchasing decisions at Shopee. The sampling technique used was the incidental sampling method. The data testing techniques used in this study include validity, reliability, simultaneous determination coefficient analysis and partial determination coefficient analysis to test and prove the research hypothesis using the SPSS V23.0 for Windows program. The results of this study indicate that the Advertising, Sales promotion, and Public relations variables simultaneously affect Shopee's E-Commerce User Repurchase Interest. The results of the coefficient of determination partially show that the variables of Advertising, Sales promotion, and Public relations on Repurchase Interest are 23.7% while the remaining 76.3% is explained by other factors not examined in this study.

Item Type:	Article
Contributors:	Contribution Contributors NIDN Email Thesis advisor UNSPECIFIED UNSPECIFIED UNSPECIFIED
Uncontrolled Keywords:	Bauran Promosi, Periklanan, Sales promotion, Public relation, Minat Beli Ulang Promotion Mix, Advertising, Sales promotion, Public relations, Repurchase Intention
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 1334 not found.
Date Deposited:	30 Dec 2020 06:35
Last Modified:	30 Dec 2020 06:35
URI:	http://repository.stei.ac.id/id/eprint/2666

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