gani, ananda yulia (2022) pengaruh iklan, promosi penjualan dan brand ambassador terhadap minat beli konsumen e-commerce tokopedia (studi kasus pada mahasiswa stie indonesia jakarta). Skripsi thesis, sekolah tinggi ilmu ekonomi indonesia jakarta.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh iklan, promosi penjualan dan brand ambassador terhadap minat beli konsumen e-commerce Tokopedia. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, yang diukur dengan menggunakan analisis berbasis regresi linier berganda SPSS 26.0. Populasi dari penelitian ini adalah pengguna e-commerce Tokopedia dari kalangan mahasiswa di STIE Indonesia Jakarta. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 60 orang. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan metode kuesioner melalui google form. Data diuji validitas, reabilitas dan koefisien determinasi. hipotesis diuji t dan f. Hasil penelitian secara parsial membuktikan bahwa (1) Iklan berpengaruh terhadap minat beli konsumen (2) Promosi penjualan berpengaruh terhadap Minat Beli sedangkan (3) Brand Ambassador tidak berpengaruh terhadap Minat Beli konsumen. Hasil penelitian secara simultan membuktikan bahwa Iklan, Promosi Penjualan dan Brand Ambassador secara bersama-sama berpengaruh terhadap Minat Beli Konsumen. This study aims to examine the effect of advertising, sales promotion and brand ambassadors on the buying interest of Tokopedia e-commerce consumers. This study uses an associative quantitative approach, which is measured using the SPSS 26.00 multiple linear regression based method. The population of this study are Tokopedia e-commerce users from among students at STIE Indonesia Jakarta. The sample was determined based on the purposive sampling method, with a total sample of 60 people. The data used in this study are primary data. Data collection techniques using a questionnaire method via google form. The data were tested for validity, reliability and coefficient of determination. hypothesis tested t and f. The results of the study partially prove that (1) Advertising has an effect on consumers' buying interest (2) Sales promotion has an effect on Buying Interest while (3) Brand Ambassador has no effect on consumers' Buying Interest. The results of the study simultaneously prove that Advertising, Sales Promotion and Brand Ambassadors together have an effect on Consumer Buying Interest.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ANANDA YULIA GANI | ||||||||
| Date Deposited: | 02 Oct 2022 15:56 | ||||||||
| Last Modified: | 02 Oct 2022 15:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8528 |
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