Laksana, Muhammad Adam and Engkur, Engkur (2021) PENGARUH NILAI PELANGGAN, PROMOSI DAN SISTEM PEMBAYARAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Bukalapak Kecamatan Duren Sawit Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh nilai pelanggan, promosi, sistem pembayaran terhadap keputusan pembelian Bukalapak di Kecamatan Duren Sawit Jakarta Timur. Populasi dalam penelitian ini adalah pengguna Bukalapak yang pernah melakukan pembelian dengan teknik pengambilan sampel adalah purposive sampling. Metoda pengumpulan data menggunakan kuesioner sebanyak 100 responden. Metode analisis data yang digunakan adalah analisis deskriptif dan koefisien determinasi. Simpulan penelitian ini secara parsial promosi dan sistem pembayaran berpengaruh positif dan signifikan, sedangkan nilai pelanggan tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan promosi, nilai pelanggan dan sistem pembayaran berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Nilai Pelanggan, Promosi, Sistem Pembayaran dan Keputusan Pembelian ABSTRACT The purpose of this study was to determine the influence of on purchasing decisions for Bukalapak in Duren Sawit Jakarta Timur. The population in this study were Bukalapak users who had made a purchase using the purposive sampling technique. The data collection method used a questionnaire of 100 respondents. The data analysis method used is descriptive analysis and coefficient of determination. The conclusion of this research is that partially promotion and payment system have a positive and significant effect, while customer value has no significant effect on purchasing decisions. Simultaneously promotion, customer value and payment system have a positive and significant effect on purchasing decisions. Keywords: Customer Value, Promotion, Payment System and Purchase Decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | MUHAMMAD ADAM LAKSANA | ||||||||
| Date Deposited: | 22 Oct 2021 03:11 | ||||||||
| Last Modified: | 22 Oct 2021 03:11 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5626 |
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