PENGARUH PROMOSI, ULASAN KONSUMEN , DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO di E-COMMERCE SHOPEE

PERMANA, ROZALI TIRTA (2023) PENGARUH PROMOSI, ULASAN KONSUMEN , DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO di E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of promotion, consumer reviews electronic, and convenience on the purchase decisions of Erigo products on the Shopee e-commerce platform. The population in this study consists of individuals or consumers who have made purchases of Erigo products on the Shopee. The sample used consisted of 170 respondents, calculated using the Hair formula. The sampling method used is Purposive Sampling. The data collection method using a survey method, with the research instrument being a questionnaire. Descriptive data analysis method used was Partial Least Square (PLS). The study proves that Promotion has a positive and significant effect on Purchase Decisions. Consumer Reviews Electronic have a positive and significant effect on Purchase Decisions. Convenience has a positive and significant effect on Purchase Decisions. Keywords: Promotion; Consumer Reviews; Convenience, Purchase Decisions Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh promosi, ulasan konsumen, dan kemudahan terhadap keputusan pembelian produk Erigo di E-commerce Shopee. Populasi dalam penelitian ini adalah masyarakat atau konsumen yang pernah melakukan pembelian produk Erigo di Shopee. Sampel yang digunakan adalah sebanyak 170 responden, yang dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan Pusposive Sampling. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian adalah kuesioner. Metode analisis deskriptif data menggunakan SEM Partial Least Square (PLS). Penelitian membuktikan bahwa Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Ulasan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kemudahan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Promosi; Ulasan Konsumen; Kemudahan; Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 442
Call Number:	SE/31/23/466
NIM/NIDN Creators:	43119110184
Uncontrolled Keywords:	Promosi; Ulasan Konsumen; Kemudahan; Keputusan Pembelian
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 738 Ceramics Arts/Seni Keramik > 738.8 Other Products/Produk Lainnya
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	24 Nov 2023 08:45
Last Modified:	24 Nov 2023 08:45
URI:	http://repository.mercubuana.ac.id/id/eprint/84259

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