PENGARUH PROMOSI PENJUALAN MEDIA SHOPEE LIVE TERHADAP KEPUTUSAN PEMBELIAN SOVELLA

Wulandari, I Gusti Dyah Ayu (2024) PENGARUH PROMOSI PENJUALAN MEDIA SHOPEE LIVE TERHADAP KEPUTUSAN PEMBELIAN SOVELLA. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Mengutip dari laporan We Are Social, jumlah pengguna aktif media sosial di Indonesia pada Januari 2023 mencapai 167 juta jiwa yang setara dengan 60,4% dari total populasi negara. Dengan jumlah penggunaan media sosial ini memiliki potensi besar untuk mendekatkan bisnis dengan pelanggan untuk meningkatkan keuntungan, strategi pemasaran dan komunikasi. Perkembangan Shopee merambah ke bidang pemasaran melalui fitur live streaming dengan menawarkan berbagai penawaran yang menarik dengan menjelaskan terkait kualitas produk yang memudahkan pembeli untuk mengetahui tentang produk yang di jual. Sovella merupakan sebuah brand fashion sepatu karya anak bangsa Indonesia yang menggunakan live streaming sebagai wadah untuk berperan sebagai komunikator dalam menyampaikan pesan promosi. Atas dasar inilah peneliti memutuskan untuk melakukan penelitian terhadap pengaruh promosi penjualan melalui media Shopee Live terhadap keputusan pembelian Sovella. Penelitian ini menggunakan variabel Promosi Penjualan menurut Kotler dan Keller (2016:623) dan variabel Keputusan Pembelian menurut Tjiptono (2012). Hasil Penelitian berdasarkan analisis data menunjukkan bahwa dimensi Promosi Penjualan berpengaruh terhadap keputusan pembelian Sovella. Berdasarkan hasil uji hipotesis promosi penjualan memiliki pengaruh terhadap keputusan pembelian sovella. Dari hasil penelitian ini diperoleh kesimpulan bahwa besarnya pengaruh promosi penjualan melalui media Shopee Live terhadap keputusan pembelian Sovella adalah 72,5%. Quoting from the We Are Social report, the number of active social media users in Indonesia in January 2023 will reach 167 million people, which is equivalent to 60.4% of the country's total population. With this amount of social media use it has great potential to bring businesses closer to their customers to increase profits, marketing and communication strategies, efficiency and cost effectiveness. Shopee's development has expanded into the marketing sector through a live streaming feature by offering various attractive offers by explaining product quality which makes it easier for buyers to find out about the products being sold. Sovella is a fashion shoe brand created by Indonesian children who uses live streaming as a platform to act as a communicator in conveying promotional messages. On this basis, researchers decided to conduct research on the influence of sales promotions through Shopee Live media on Sovella purchasing decisions. This research uses the Sales Promotion variable according to Kotler and Keller (2016:623) and the Purchase Decision variable according to Tjiptono (2012). Research results based on data analysis show that the Sales Promotion dimension influences Sovella purchasing decisions. Based on the results of the hypothesis test, sales promotions have an influence on Sovella purchasing decisions. From the results of this research, it was concluded that the magnitude of the influence of sales promotions through Shopee Live media on Sovella purchasing decisions was 72.5%.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320010031
Uncontrolled Keywords: Komunikasi Pemasaran, Promosi Penjualan, Keputusan Pembelian, Sovella, Shopee Marketing Communications, Sales Promotion, Purchase Decision, Sovella, Shopee
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 13 Aug 2024 04:51
Last Modified: 13 Aug 2024 04:51
URI: http://repository.mercubuana.ac.id/id/eprint/90190

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