Dewi, Rahmawati Darmajati (2022) PENGARUH HARGA, KERAGAMAN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA GOSTORE (Study kasus pada Online Shop Yoruskin Store). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER+ABSTRAK)
COVER+ABSTRAK.pdf Available under License Creative Commons Attribution Non-commercial. Download (2MB) |
|
Text (BAB I)
BAB I.pdf Available under License Creative Commons Attribution Non-commercial. Download (415kB) |
|
Text (BAB II)
BAB II.pdf Available under License Creative Commons Attribution Non-commercial. Download (406kB) |
|
Text (BAB III)
BAB III.pdf Available under License Creative Commons Attribution Non-commercial. Download (647kB) |
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (1MB) | Request a copy |
|
Text (BAB V)
BAB V.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (179kB) | Request a copy |
|
Text (DAFTAR REFERENSI)
DAFTAR REFERENSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (419kB) |
|
Text (LAMPIRAN)
LAMPIRAN.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
Abstract
Penelitian ini memiliki tujuan untuk melihat pengaruh Harga, Keragaman Produk dan Promosi terhadap Keputusan Pembelian pada Gostore (Study kasus pada online shop Yoruskin store). Penelitian ini menggunakan metode asosiatif dengan pendekatan kuantitatif. Metode yang digunakan untuk pengambilan sampel ialah menggunakan Teknik non- probability sampling dengan metode Purposive sampling dan didapat sebanyak 75 responden. Data yang digunakan dalam penelitian ini merupakan data sekunder. Analisis yang digunakan adalah analisis SEM (Structural Equation Modeling) dengan program SmartPLS 3.0 melalui dua tahap, yaitu pengujian outer model dan inner model. Hasil penelitian membuktikan bahwa Variabel Keragaman produk (X2) dan promosi (X3) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y) Sedangkan Harga (X1) tidak memiliki pengaruh signifikan dan berpengaruh negatif terhadap keputusan pembelian (Y). This study aims to see the influence of Price, Product Diversity and Promotion on Purchase Decisions at Gostore (a case study on the online store Yoruskin store). This study uses the associative method with a quantitative approach. The method used for sampling is using non-probability sampling technique with purposive sampling method and obtained as many as 75 respondents. The data used in this study is secondary data. The analysis used is SEM (Structural Equation Modeling) analysis with the SmartPLS 3.0 program through two stages, namely testing the outer model and inner model. The results of the study prove that the product diversity variable (X2) and promotion (X3) had a positive and significant influence on purchasing decisions (Y) while price (X1) has no significant and negative influence on purchasing decisions (Y).
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RAHMAWATI DARMAJATI DEWI | ||||||||
| Date Deposited: | 28 Sep 2022 07:26 | ||||||||
| Last Modified: | 28 Sep 2022 07:26 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8515 |
Actions (login required)
 |
View Item |
