PENGARUH FAKTOR BUDAYA, SOSIAL, KARAKTERISTIK PRIBADI TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE PADA WARGA RW 012 UTAN KAYU SELATAN

Putri, Sasti Fajriani (2022) PENGARUH FAKTOR BUDAYA, SOSIAL, KARAKTERISTIK PRIBADI TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE PADA WARGA RW 012 UTAN KAYU SELATAN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitin ini bertujuan untuk menguji dan mengetahui seberapa besar pengaruh faktor budaya, sosial, karakteristik pribadi terhadap keputusan pembelian di aplikasi shopee pada warga RW 012 Utan Kayu Selatan. Penelitian ini menggunakan jenis penelitian kuantitatif deskriptif, yang dianalisis dengan menggunakan metode koefisien korelasi berbasis data dari SPSS. Populasi dari penelitian ini adalah warga RW 012 Utan Kayu Selatan yang menggunakan shopee untuk berbelanja. Sampel ditentukan berdasarkan metode non probability sampling, dengan jumlah sampel sebanyak 96 responden. Teknik pengumpulan data menggunakan kuesioner dan studi kepustakaan. Hasil penelitian membuktikan bahwa faktor budaya, sosial, dan karakteristik pribadi berpengaruh terhadap keputusan pembelian di aplikasi Shopee pada warga RW 012 Utan Kayu Selatan. This study aims to examine and find out how much influence cultural, social, and personal characteristics factors have on purchasing decisions in the shopee application for residents of RW 012 Utan Kayu Selatan. This study uses a descriptive quantitative research type, which is analyzed using the data-based correlation coefficient method from SPSS. The population of this research is the residents of RW 012 Utan Kayu Selatan who use shopee for shopping. The sample was determined based on the non-probability sampling method, with a total sample of 96 respondents. Data collection techniques using questionnaires and literature study. The results of the study prove that cultural, social, and personal characteristics have an effect on purchasing decisions in the Shopee application for residents of RW 012 Utan Kayu Selatan.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorEngkur, EngkurNIDN0302117204engkurdsh@gmail.com
Uncontrolled Keywords: Faktor budaya, Sosial, Karakteristik Pribadi, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Sasti Fajriani Putri
Date Deposited: 11 May 2022 04:25
Last Modified: 12 May 2022 09:44
URI: http://repository.stei.ac.id/id/eprint/7557

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