PENGARUH PERSEPSI HARGA, PROMOSI DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI SHOPEE

PUTRA, MUHAMMAD FARHAN LEVANI (2023) PENGARUH PERSEPSI HARGA, PROMOSI DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine: 1) The effect of price on purchasing decisions in the Shopee application, 2) The effect of promotions on purchasing decisions in the Shopee application, 3) The effect of e-service quality on purchasing decisions in the Shopee application. This research is a quantitative research conducted from February to August. Data collection in this study used the questionnaire method which was given to 108 respondents who live in West Jakarta who have made purchases on the Shopee application.The results of this study are as follows: 1) Price has a positive and significant effect on purchasing decisions in the Shopee application, 2) Promotion has a positive and significant effect on purchasing decisions in the Shopee application, 3) Service quality has a positive and significant effect on purchasing decisions in the Shopee application. Keywords: price, promotion, e-service quality, purchase decision Penelitian ini bertujuan untuk mengetahui: 1) Pengaruh persepsi harga terhadap keputusan pembelian di aplikasi Shopee, 2) Pengaruh promosi terhadap keputusan pembelian di aplikasi Shopee, 3) Pengaruh e-service quality terhadap keputusan pembelian di aplikasi Shopee. Penelitian ini merupakan penelitian kuantitatif yang dilaksanakan mulai bulan Februari sampai dengan Agustus. Pengumpulan data pada penelitian ini menggunakan metode kuesioner yang diberikan kepada 108 responden yang bertempat tinggal di Jakarta Barat yang pernah melakukan pembelian di aplikasi Shopee. Hasil penelitian ini adalah sebagai berikut: 1) Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian di aplikasi Shopee, 2) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian di aplikasi Shopee, 3) E-service quality berpengaruh positif dan signifikan terhadap keputusan pembelian di aplikasi Shopee. Kata kunci: persepsi harga, promosi, e-service quality, keputusan pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 502
NIM/NIDN Creators:	43117010257
Uncontrolled Keywords:	persepsi harga, promosi, e-service quality, keputusan pembelian
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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:	khalimah
Date Deposited:	27 Dec 2023 02:35
Last Modified:	27 Dec 2023 02:35
URI:	http://repository.mercubuana.ac.id/id/eprint/84907

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