Rifdah Nabillah, Zeiti (2019) PENGARUH EFEKTIVITAS IKLAN INTERNET, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MOBILE COMMERCE ZALORA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Efektivitas Iklan Internet, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Konsumen pada mobile commerce Zalora. Populasi penelitian ini adalah pengguna aplikasi mobile commerce Zalora yang sudah beberapa kali berbelanja di Zalora. Sampel penelitian sebanyak 100 responden. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif dengan metode penelitian purposive sampling. Analisis statistik data yang digunakan adalah uji koefisien determinasi dan uji hipotesis. Hasil penelitian menunjukan bahwa efektivitas iklan internet secara parsial berpengaruh signifikan terhadap keputusan pembelian. Persepsi harga secara parsial berpengaruh signifikan terhadap keputusan pembelian. Promosi secara parsial berpengaruh signifikan terhadap keputusan pembelian. Secara simultan terdapat pengaruh signifikan antara efektivitas iklan internet, persepsi harga, dan promosi terhadap keputusan pembelian konsumen pada mobile commerce Zalora. Kata Kunci: Efektivitas Iklan Internet, Persepsi Harga, Promosi, dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of the Effectiveness of Internet Advertising, Price Perception, and Promotion of Consumer Purchasing Decisions in Zalora mobile commerce. The target population of this study is Zalora mobile commerce application users who have shopped several times at Zalora. The research sample of 100 respondents. The strategy used in this study is an associative research strategy with a purposive sampling research method. Statistical analysis of the data used is the coefficient of determination and hypothesis testing. The results showed that the effectiveness of internet advertising partially had a significant effect on purchasing decisions. Perception of price partially significant effect on purchasing decisions. Promotion is partially significant effect on purchasing decisions. Simultaneously there is a significant influence between the effectiveness of internet advertising, price perception, and promotion of consumer purchasing decisions on Zalora mobile commerce. Keywords: Effectiveness of Internet Advertising, Price Perception, Promotion, and Purchasing Decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 21 Dec 2021 06:59 | ||||||||
| Last Modified: | 21 Dec 2021 06:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6335 |
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