Sabita, Sumayya (2022) PENGARUH DIGITAL MARKETING: HARGA, IKLAN, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE DI JAKARTA DI ERA REVOLUSI INDUSTRI 4.0. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
Pendahuluan_removed.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
Bab 1_removed.pdf Available under License Creative Commons Attribution Non-commercial. Download (722kB) |
|
Text (BAB 2)
Bab 2_removed.pdf Available under License Creative Commons Attribution Non-commercial. Download (641kB) |
|
Text (BAB 3)
Bab 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (543kB) |
|
Text (BAB 4)
Bab 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (900kB) | Request a copy |
|
Text (BAB 5)
Bab 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (414kB) | Request a copy |
|
Text (DAFTAR REFERENSI)
Daftar Referensi.pdf Available under License Creative Commons Attribution Non-commercial. Download (317kB) |
|
Text (LAMPIRAN)
Lampiran.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (1MB) | Request a copy |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Harga, Iklan, dan Promosi Penjualan terhadap Keputusan Pembelian konsumen E-Commerce Shopee di Jakarta di Era Revolusi 4.0. Variabel bebas dalam penelitian ini adalah Harga (X₁), Iklan (X₂), dan Promosi Penjualan (X₃). Sedangkan variabel terikat dalam penelitian ini adalah Keputusan Pembelian (Y). Penelitian ini menggunakan jenis penelitian kuantitatif, dengan strategi penelitian asosiatif. Populasi dalam penelitian ini adalah seluruh konsumen Shopee di Jakarta yang pernah berbelanja di Shopee minimal 1x dalam satu tahun terakhir. Metode pengambilan sampel menggunakan teknik Non-probability Sampling dengan jenis pendekatan Purposive Sampling dengan jumlah sampel sebanyak 100 responden. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Teknik pengumpulan data primer diperoleh melalui penyebaran kuesioner menggunakan tautan (link) yang disebarkan melalui media sosial. Sedangkan pengumpulan data sekunder diperoleh dari buku-buku, jurnal terdahulu, website perusahaan dan artikel yang berhubungan dengan penelitian yang dilakukan. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan analisis Partial Least Square (PLS) melalui software SmartPLS 3.3.9 yang meliputi uji outer model, inner model, dan uji hipotesis. Hasil dari penelitian menunjukkan bahwa Harga memiliki nilai koefisien regresi sebesar 0.609 atau 60.90%, nilai t-statistik sebesar 7.051 (>1.96), dan nilai p-value sebesar 0.000 (<0.050). Selanjutnya Iklan memiliki nilai koefisien regresi sebesar 0.314 atau 31.40%, nilai t-statistik sebesar 2.246 (>1.96), dan nilai p-value sebesar 0.025 (<0.050). Kemudian Promosi Penjualan memiliki nilai koefisien regresi sebesar 0.217 atau 21.70%, nilai t-statistik sebesar 2.318 (>1.96), dan nilai p-value sebesar 0.021 (<0.050). Sehingga dapat disimpulkan bahwa secara parsial harga, iklan, dan promosi penjualan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Keputusan Pembelian, E-Commerce, Pemasaran Digital, Harga, Iklan, dan Promosi Penjualan ABSTRACT This study aims to determine how much influence Price, Advertising, and Sales Era 4.0. The independent variables in this study are Price (X₁), Advertising (X₂), and Promotion have on the Purchase Decision of Shopee E-Commerce consumers in Jakarta in the Revolutionary Sales Promotion (X₃). While the dependent variable in this study is the Purchase Decision (Y). This research uses quantitative research, with associative research strategy. The population in this study are all Shopee consumers in Jakarta who have shopped at Shopee at least once in the past year. The sampling method used non-probability sampling technique with the type of purposive sampling approach with a total sample of 100 respondents. The data used in this study are primary data and secondary data. Primary data collection techniques were obtained through distributing questionnaires using links distributed through social media. While secondary data collection was obtained from books, previous journals, company websites and articles related to the research conducted. The data analysis method used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis through SmartPLS 3.3.9 software which includes testing the outer model, inner model, and hypothesis testing. The results of the study show that the price has a regression coefficient of 0.609 or 60.90%, a t-statistic value of 7.051 (> 1.96), and a p-value of 0.000 (<0.050). Furthermore, advertisements have a regression coefficient of 0.314 or 31.40%, a t-statistic value of 2.246 (>1.96), and a p-value of 0.025 (<0.050). Then Sales Promotion has a regression coefficient of 0.217 or 21.70%, a t-statistic value of 2.318 (> 1.96), and a p-value of 0.021 (<0.050). So it can be concluded that partially price, advertising, and sales promotion have a positive and significant effect on purchasing decisions. Keywords: Purchase Decision, E-Commerce, Digital Marketing, Price, Advertising, and Sales Promotion
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Sumayya Sabita | ||||||||
| Date Deposited: | 16 Aug 2022 02:18 | ||||||||
| Last Modified: | 16 Aug 2022 02:18 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7926 |
Actions (login required)
 |
View Item |
