ANDRIYANI, PIPIT AYU (2023) PENGARUH KEPUTUSAN PEMBELIAN, PROMOSI DAN HARGA TERHADAP PERILAKU KONSUMTIF(Studi Pada Marketplace Shopee Di Era Pandemi Covid-19 di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of purchasing decisions, promotions and prices on consumptive behavior (Studies on the Shopee Marketplace in the Covid-19 Pandemic Era in DKI Jakarta) in 2021. The population of this study is 180 Shopee marketplace users in DKI Jakarta with a sample size of 175 respondents calculated based on the formula (Hair et al). The data collection technique was carried out using a questionnaire and purpose sampling analysis. This research method uses SPSS21 software. The results of this study prove that purchasing decisions have a positive and significant effect on consumptive behavior, promotions have a positive and significant effect on consumptive behavior, and prices have no effect on consumptive behavior. Keywords purchasing decisions:, Price, Promotion, consumptive behavior Penelitian ini bertujuan untuk menganalisis pengaruh keputusan pembelian, promosi dan harga terhadap perilaku konsumtif (Studi Pada Marketplace Shopee di Era Pandemi Covid-19 di DKI Jakarta) di tahun 2021. Populasi penelitian ini adalah 180 pengguna marketplace Shopee di DKI Jakarta dengan ukuran sampel sebanyak 175 responden yang dihitung berdasarkan rumus (Hair Et Al). Adapun teknik pengumpulan data dilakukan dengan menggunakan kuesioner dan analisis purpose sampling. Metode penelitian ini menggunakan perangkat lunak SPSS21. Hasil penelitian ini membuktikan bahwa keputusan pembelian berpengaruh positif dan signifikan terhadap perilaku konsumtif, promosi berpengaruh positif dan signifikan terhadap perilaku konsumtif, dan harga tidak berpengaruh terhadap perilaku konsumtif. Kata kunci: keputusan pembelian, Harga, Promosi, Perilaku konsumtif
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 111 |
| NIM/NIDN Creators: | 43118110168 |
| Uncontrolled Keywords: | keputusan pembelian, Harga, Promosi, Perilaku konsumtif |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 07 Jul 2023 07:29 |
| Last Modified: | 07 Jul 2023 07:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78803 |
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