DIAS, AULIYAH (2021) PENGARUH HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK PADA MARKETPLACE SHOPEE di JABODETABEK. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh harga (X1) dan promosi penjualan (X2), terhadap keputusan pembelian (Y) pada pembeli produk kosmetik pada marketplace Shopee di JABODETABEK Strategi penelitian yang digunakan adalah strategi asosiatif yang bersifat kausal. Populasi dalam penelitian ini adalah yang memiliki akun Shopee dan pernah melakukan pembelian produk kosmetik yang berdomisili di JABODETABEK. Pengambilan sampel menggunakan teknik Non probability Sampling dan purposive sampling sebagai teknik penentuan sampelnya menggunakan cara pemilihan sample secara acak dengan di undi. Sampel dalam penelitian ini adalah 100 responden. Analisis data yang digunakan adalah analisis koefisien determinasi parsial, simultan, dan uji hipotesis. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengumpulan data menggunakan metode kuesioner. Hasil penelitian menunjukkan secara parsial variabel Harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai KD sebesar 6,76%. Secara parsial variabel Promosi Penjualan berpengaruh signifikan terhadap keputusan pembelian dengan nilai KD sebesar 3.35%. Secara simultan harga dan promosi penjualan berp This study aims to determine how much the effect of price (X1) and sales promotion (X2) on purchasing decisions (Y) on cosmetics product buyers at marketplace shopee in JABODETABEK. The research strategy used is an associative strategy that is causal.The population in this study are those who have a Shopee account and already purchased cosmetic products with domiciled in JABODETABEK. Sampling using non-probability sampling techniques and purposive sampling as a technique of determining the sample using a random sample selection by lot. The sample in this study were 100 respondents. The data analysis used is the analysis of the coefficient of determination of partial, simultaneous, and hypothesis testing. The data used in this study are primary data. The data collection technique used a questionnaire method. The results showed that partially the price variable had a significant effect on purchasing decisions with a KD value of 6,76%. Partially, the Sales Promotion variable has a significant effect on purchasing decisions with a KD value of 3.35%. Simultaneously, price and sales promo
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DIAS AULIYAH | ||||||||
| Date Deposited: | 21 Sep 2021 08:34 | ||||||||
| Last Modified: | 21 Sep 2021 08:34 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5199 |
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