ANALISIS PENGARUH PROMOSI, KUALITAS PRODUK DAN HARGA TERHADAP PERILAKU PEMBELIAN E-IMPULSE BUYING SHOPEE FLASH SALE di DKI JAKARTA

RUQAYAH, SITI (2020) ANALISIS PENGARUH PROMOSI, KUALITAS PRODUK DAN HARGA TERHADAP PERILAKU PEMBELIAN E-IMPULSE BUYING SHOPEE FLASH SALE di DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of promotion, product quality and price on the buying behavior of E-Impulse Buying Shopee Flash Sale in DKI Jakarta. The population in this study is consumers who have used and made purchases in Shopee Flash Sale applications or sites in DKI Jakarta and the population is unknown. The sample used was 220 respondents, calculated based on the formula Hair et al. The sampling method uses purposive sampling. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that promotion has a positive and significant effect on the behavior of E-Impulse Buying. Product quality has a positive and significant effect on the behavior of E-Impulse Buying. Price has a positive and significant effect on the behavior of E-Impulse Buying. Keywords: Promotion, Product Quality, Price, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta Penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk dan harga terhadap perilaku pembelian E-Impulse Buying Shopee Flash Sale di DKI Jakarta. Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan dan melakukan pembelian di aplikasi atau situs Shopee Flash Sale di DKI Jakarta dan jumlah populasi tidak diketahui. Sampel yang dipergunakan adalah sebanyak 220 responden, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa promosi berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Kualitas produk berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Harga berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Kata Kunci : Promosi, Kualitas Produk, Harga, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 594
NIM: 43115110413
Uncontrolled Keywords: Promosi, Kualitas Produk, Harga, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 07:48
Last Modified: 10 Jan 2020 03:06
URI: http://repository.mercubuana.ac.id/id/eprint/53396

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