PENGARUH FLASH SALE TERHADAP PERILAKU IMPULSIVE BUYING KONSUMEN MARKETPLACE SHOPEE

NINGSIH, GITA NOVIA (2021) PENGARUH FLASH SALE TERHADAP PERILAKU IMPULSIVE BUYING KONSUMEN MARKETPLACE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01. Cover - Gita Novia.pdf
Download (483kB) | Preview
[img] Text (BAB I)
02. Bab 1 - Gita Novia.pdf
Restricted to Registered users only
Download (380kB)
[img] Text (BAB II)
03. Bab 2 - Gita Novia.pdf
Restricted to Registered users only
Download (318kB)
[img] Text (BAB III)
04. Bab 3 - Gita Novia.pdf
Restricted to Registered users only
Download (585kB)
[img] Text (BAB IV)
05. Bab 4 - Gita Novia.pdf
Restricted to Registered users only
Download (506kB)
[img] Text (BAB V)
06. Bab 5 - Gita Novia.pdf
Restricted to Registered users only
Download (230kB)
[img] Text (DAFTAR PUSTAKA)
07. Daftar Pustaka - Gita Novia.pdf
Restricted to Registered users only
Download (288kB)
[img] Text (LAMPIRAN)
08. Lampiran - Gita Novia.pdf
Restricted to Registered users only
Download (614kB)

Abstract

Perkembangan teknologi komunikasi dan informasi dewasa ini semakin pesat. Dimanfaatkan oleh marketplace guna menarik lebih banyak lagi konsumen melalui program flash sale. Penelitian ini bertujuan ingin mengetahui pengaruh flash sale terhadap perilaku impulsive buying konsumen marketplace Shopee. Variabel yang digunakan adalah flash sale dan impulsive buying. Penelitian ini menggunakan pendekatan kuantitatif, tipe eksplanatif dengan metode survei. Hasil penelitian utama ini adalah terdapat pengaruh flash sale terhadap perilaku impulsive buying pada marketplace Shopee. Mayoritas hubungan antar dimensi pada variabel flash sale dan impulsive buying berada pada tingkat keeratan rendah, hanya dimensi ketepatan program potongan harga dengan dimensi intensity serta dimensi frekuensi program potongan harga dengan dimensi compulsion dan disregard for consequences yang memiliki tingkat keeratan hubungan sedang. Kata Kunci : Flash Sale, Digital Promotion, Perilaku Konsumen Online, Impulsive Buying.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 100
NIM/NIDN Creators: 44316010030
Uncontrolled Keywords: Flash Sale, Digital Promotion, Perilaku Konsumen Online, Impulsive Buying.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.17 Print Media/Media Cetak
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Mar 2022 03:16
Last Modified: 19 Jun 2023 07:24
URI: http://repository.mercubuana.ac.id/id/eprint/58287

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.