Novianti, Wahyunita (2021) PENGARUH HARGA, PROMOSI, DAN KEMUDAHAN PENGGUNAAN APLIKASI TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE (Studi Pada Pengguna Shopee di Kecamatan Cakung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga(X1), promosi(X2), dan kemudahan penggunaan(X3) terhadap keputusan pembelian belanja online di Shopee. Populasi dalam penelitian ini adalah pengguna aplikasi Shopee di wilayah Cakung. Metode pengumpulan data menggunakan kuesioner dalam bentuk Google Form sebanyak 100 responden pengguna Shopee. Metode analisis data adalah analisis statistik data deskriptif. Teknik pengambilan sampel dengan metode purpose sampling . Teknik pengujian data yang digunakan dalam penelitian ini adalah uji validitas, uji realibilitas, uji t dan uji f, dengan menggunakan program SPSS v.25.0 for Windows. Hasil penelitian dalam penelitian ini yaitu kemudahan penggunaan berpengaruh terhadap keputusan pembelian sedangkan harga dan promosi tidak berpengaruh terhadap keputusan pembelian. Hasil secara bersama-sama variabel harga, promosi, dan kemudahan penggunaan berpengaruh terhadap keputusan pembelian belanja online di Shopee. This study aims to determine the effect of price (X1), promotion (X2), and ease of use (X3) on online shopping purchasing decisions at Shopee. The population in this study are Shopee application users in the Cakung area. The data collection method used a questionnaire in the form of a Google Form as many as 100 Shopee user respondents. The method of data analysis is a descriptive statistical analysis of data. The sampling technique used is the purposive sampling method. The data testing technique used in this research is the validity test, reliability test, t-test, and f test , using SPSS v.25.0 for Windows program. The result of this research is that ease of use affects purchasing decisions, while price and promotion do not affect purchasing decisions. The results together with the variables of price, promotion, and ease of use affect online shopping purchasing decisions at Shopee.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | WAHYUNITA NOVIANTI | ||||||||
| Date Deposited: | 15 Dec 2021 10:06 | ||||||||
| Last Modified: | 15 Dec 2021 10:06 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6272 |
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