KARYADI, SINGGIH WAHYU (2023) PENGARUH PROMO GRATIS ONGKIR DAN GAMIFICATION TERHADAP KEPUTUSAN PEMBELIAN DENGAN PURCHASE INTENTION SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini untuk menguji pengaruh promo gratis ongkir, gamification terhadap keputusan pembelian dengan purchase intention sebagai variabel intervening. Objek penelitian ini adalah pengguna marketplace usia 18 tahun sampai 35 tahun. Metode pengambilan sampel menggunakan teknik non probability sampling, dengan melibatkan 209 responden . Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM (Structural Equation Modelling) SMART PLS versi 3.0. Hasil penelitian ini menunjukan bahwa Gratis ongkir berpengaruh positif dan signifikan terhadap keputusan pembelian, Gamification Tidak berpengaruh terhadap keputusan pembelian, Gratis ongkir dan Gamification berpengaruh positif dan signifikan terhadap purchase intention, Gratis ongkir dan Gamification berpengaruh positif dan signifikan terhadap keputusan pembelian dengan purchase intention sebagai variabel intervening Kata Kunci : Promo Gratis Ongkir, Gamification, Keputusan Pembelian , Purchase intention. This research is to examine the effect of free shipping promos, gamification on purchase decisions with purchase interest as an intervention variable. The object of this research is marketplace users aged 18 to 35 years. The sampling method used a non-probability sampling technique, involving 209 respondents. Data analysis used is statistical analysis in the form of SEM (Structural Equation Modeling) SMART PLS version 3.0. The results of this study indicate that Free shipping has a positive and significant effect on purchasing decisions, Gamification has no effect on purchasing decisions, Free shipping and Gamification has a positive and significant effect on purchase intention, Free shipping and Gamification has a positive and significant effect on purchasing decisions with purchase intention as a variable intervene Keywords: Free Shipping Promo, Gamification, Purchase Decision, Purchase Intention.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55120010002 |
| Uncontrolled Keywords: | Keywords: Free Shipping Promo, Gamification, Purchase Decision, Purchase Intention Kata Kunci : Promo Gratis Ongkir, Gamification, Keputusan Pembelian , Purchase intention |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | SITI NOVI NUR CAHYANI |
| Date Deposited: | 02 Sep 2023 06:30 |
| Last Modified: | 02 Sep 2023 06:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80316 |
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