HABIBULLAH, MUHAMMAD (2024) PENGARUH DISKON HARGA, PROMO GRATIS ONGKIR, DAN FITUR SHOPEE PAYLATER TERHADAP PERILAKU IMPULSIVE BUYING PADA PENGGUNA SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of Price Discounts, Free Shipping Promos, and Shopee Paylater Features on Impulsive buying behavior in Shopee users. The population in this study were active Shopee users who had Shopee Paylater in the Jabodetabek area. The number of samples for this study were 134 respondents. This research method is a quantitative method with a sampling method using Purposive Sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method used is Partial Least Square. This study proves that Price Discounts are proven to have a significant positive effect on impulsive buying behavior in Shopee users. Free shipping promos have a positive and significant effect on impulsive buying behavior in Shopee users. Shopee Paylater has a positive and significant influence on impulsive buying behavior in Shopee users. Keywords: Price Discount, Free Shipping Promotion, Shopee Paylater, Impulsive buying Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh Diskon Harga, Promo Gratis Ongkir, Dan Fitur Shopee Paylater Terhadap Perilaku Impulsive buying Pada Pengguna Shopee. Populasi dalam penelitian ini adalah pengguna aktif Shopee yang memiliki Shopee Paylater wilayah Jabodetabek. Jumlah sampel penelitian ini adalah 134 responden. Metode penelitian ini adalah metode kuantitatif dengan Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data yang digunakan adalah Partial Least Square. Penelitian ini membuktikan bahwa Diskon Harga terbukti memiliki pengaruh positif signifikan terhadap perilaku impulsive buying pada pengguna Shopee. Promo gratis ongkir memiliki pengaruh positif dan signifikan terhadap perilaku impulsive buying pada pengguna Shopee. Shopee Paylater memiliki pengaruh positif dan signifikan terhadap perilaku impulsive buying pada pengguna Shopee. Kata Kunci: Diskon Harga, Promo Gratis Ongkir, Shopee Paylater, price discount, free-shipping promotion, Shopee Paylater, Impulsive buying.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 134 |
| Call Number: | SE/31/24/108 |
| NIM/NIDN Creators: | 43120010276 |
| Uncontrolled Keywords: | Diskon Harga, Promo Gratis Ongkir, Shopee Paylater, price discount, free-shipping promotion, Shopee Paylater, Impulsive buying. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.8 Interest and Discount/Bunga Bank dan Diskon 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: | 29 Apr 2024 07:25 |
| Last Modified: | 29 Apr 2024 07:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/88308 |
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