PENGARUH ORIENTASI BELANJA, PROMOSI PENJUALAN DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI ULANG KONSUMEN PADA APLIKASI TOKOPEDIA DI MASA PANDEMI COVID 19

PRIHATINI, SITI PIPIN (2021) PENGARUH ORIENTASI BELANJA, PROMOSI PENJUALAN DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI ULANG KONSUMEN PADA APLIKASI TOKOPEDIA DI MASA PANDEMI COVID 19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Shopping Orientation, Promotion and Shopping Experience towards Consumer’s Repurchase Intention on Tokopedia Application during pandemic covid-19. The subjects in this study were consumer who used the Tokopedia application in buying product. The sample used in this study was 170 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Shopping Orientation has a significant positive effect on Consumer’s Repurchase Intention. Online Promotion has a significant effect on Consumer’s Repurchase Intention and Shopping Orientation has a significant positive effect on Consumer’s Repurchase Intention. Keyword : Shopping Orientation, Promotion, Shopping Experience, Repurchase Intention, Tokopedia, E-Commerce Penelitian ini untuk mengetahui pengaruh Orientasi Belanja, Promosi Penjualan dan Pengalaman Pembelian Terhadap Minat Beli Ulang Konsumen Pada Aplikasi Tokopedia Di Masa Pandemi Covid 19. Subjek pada penelitian ini adalah konsumen yang menggunakan aplikasi Tokopedia dalam membeli suatu produk. Sampel yang digunakan dalam penelitian ini adalah sebanyak 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Orientasi Belanja berpengaruh positif siginifikan terhadap Minat Beli Ulang. Promosi Penjualan berpengaruh siginifikan terhadap Minat Beli Ulang dan Pengalaman Pembelian berpengaruh positif siginifikan terhadap Minat Beli Ulang. Kata Kunci : Orientasi Belanja, Promosi Penjualan, Pengalaman Pembelian, Minat Beli Ulang, Tokopedia dan E-Commerce

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117110311
Uncontrolled Keywords: Orientasi Belanja, Promosi Penjualan, Pengalaman Pembelian, Minat Beli Ulang, Tokopedia dan E-Commerce
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: CALVIN PRASETYO
Date Deposited: 31 Aug 2023 02:04
Last Modified: 31 Aug 2023 02:04
URI: http://repository.mercubuana.ac.id/id/eprint/80258

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