Maulana, Anaul Pratama Amirudin (2022) Pengaruh promosi penjualan, harga, dan word of mouth terhadap keputusan pembelian pada konsumen tokopedia (Studi kasus wilayah Pulogadung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi Promosi Penjualan, Harga, Word of Mouth terhadap keputusan pembelian Tokopedia di wilayah Pulogadung. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian kuantitatif. Populasi dan sampel dari penelitian ini adalah konsumen Tokopedia yang pernah berbelanja online di Tokopedia minimal 3 kali pembelanjaan yang berjumlah 100 responden. Teknik pengumpulan data menggunakan kuisioner yang telah di uji validitas dan reliabilitasnya. Analisis yang digunakan adalah koefisien determinasi menggunakan program SPSS versi 25.0. Hasil penelitian menunjukkan bahwa variabel Promosi Penjualan tidak berpengaruh terhadap Keputusan Pembelian, variabel Harga berpengaruh terhadap Keputusan Pembelian dan variabel Word of Mouth berpengaruh terhadap Keputusan Pembelian. Secara simultan bahwa Promosi Penjualan, Harga, Word of Mouth secara berpengaruh signifikan terhadap keputusan pembelian This study aims to determine the effect of perceptions of Sales Promotion, Price, and Word of Mouth on Tokopedia purchasing decisions in the Pulogadung area. The strategy used in this research is a quantitative research strategy. The population and sample of this study were Tokopedia consumers who had shopped online at Tokopedia at least 3 times, totaling 100 respondents. Data collection techniques using questionnaires that have been tested for validity and reliability. The analysis used is the coefficient of determination using the SPSS version 25.0 program. The results showed that the Sales Promotion variable did not affect Purchase Decisions, the Price variable had an influence on Purchase Decisions and the Word of Mouth affected Purchase Decisions. Simultaneously Sales Promotion, Price, and Word of Mouth together have a significant influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr ANAUL PRATAMA AMIRUDIN MAULANA | ||||||||
| Date Deposited: | 12 Sep 2022 11:17 | ||||||||
| Last Modified: | 12 Sep 2022 11:17 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8323 |
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