PENGARUH PROMOSI PENJUALAN DAN ELECTRONIC WORD OF MOUTH TERHADAP PEMBELIAN TIDAK TERENCANA SECARA ONLINE DI SHOPEE

AISYARA, GILDA (2019) PENGARUH PROMOSI PENJUALAN DAN ELECTRONIC WORD OF MOUTH TERHADAP PEMBELIAN TIDAK TERENCANA SECARA ONLINE DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was done to find if there’s an effect of sales promotion and electronic word of mouth towards online impulse buying at shopee. The approach that used on this research was quantitative approach. Amount of the respondent was 555 active Shopee users who’ve buy online on Shopee. Quota sampling was used as the samples selection technique, with using online questionnaire. Sales promotion was measures with a scale that stands with 15 items statement. Electronic word of mouth was measured with a scale stands with 10 item statement and online impulse buying was measured with 7 item scale. The result of this research showed that there’s an significant effect between sales promotion and electronic word of mouth towards online impulse buying. With a 0,158 as an R Square score and significant score 0,000, which means sales promotion and electronic word of mouth have an effect towards online impulse buying Keyword: Ecommerce, electronic word of mouth, online impulse buying, sales promotion, Penelitian ini dilakukan untuk mengetahui pengaruh promosi penjualan dan electronic word of mouth (eWOM) terhadap pembelian tidak terencana secara online di Shopee. Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Jumlah responden dalam penelitian ini adalah 555 pengguna aktif Shopee yang pernah melakukan pembelian secara online di Shopee. Teknik pengambilan sampel yang digunakan adalah Quota Sampling, dengan pengumpulan data yang digunakan adalah kuesioner online. Promosi penjualan diukur menggunakan alat ukur yang terdiri dari 15 item pernyataan, Electronic word of mouth (eWOM) diukur menggunakan alat ukur yang terdiri dari 10 item pernyataan dan pembelian tidak terencana diukur melalui 7 item pernyataan. Hasil penelitian menunjukkan bahwa ada pengaruh yang signifikan antara promosi penjualan dan electronic word of mouth (eWOM) terhadap pembelian tidak terencana. Dengan nilai R Square sebesar 0,158 dan nilai signifikansi sebesar 0,000, yang berarti promosi penjualan dan electronic word of mouth (eWOM) memiliki pengaruh terhadap pembelian tidak terencana. Kata Kunci : ecommerce, electronic word of mouth, pembelian tidak terencana online, Promosi Penjualan

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 154
NIM: 46114010080
Uncontrolled Keywords: ecommerce, electronic word of mouth, pembelian tidak terencana online, Promosi Penjualan
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi > 100.1-100.9 Standard Subdivisions of Philosophy and Psychology/Subdivisi Standar Dari Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Virda Syifa
Date Deposited: 06 Mar 2019 01:26
Last Modified: 21 Oct 2019 06:47
URI: http://repository.mercubuana.ac.id/id/eprint/47338

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