MUSAREL, MUSAREL (2024) PENGARUH DISKON, ONLINE COSTUMER REVIEW, DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE KOTA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study was conducted to analyze the effect of discounts, online customer reviews, and viral marketing on purchasing decisions at Shopee e-commerce in the city of Jakarta. The research design uses quantitative. The sampling technique used purposive sampling on 117 respondents. The analytical method used is structural equation modeling (SEM) and data processing using partial least squares (PLS) technique through the smartpls4 statistical software. The results of the study show that discounts have a positive and significant effect on purchasing decisions. online customer reviews has a positive and significant effect on purchasing decisions. viral marketing has a positive and significant effect on purchasing decisions. Penelitian ini untuk menganalisis pengaruh diskon, online costumer review, dan viral marketing terhadap keputusan pembelian pada e-commerce shopee kota Jakarta. Desain penelitian menggunakan kuantitatif. Teknik pengambilan sample menggunakan purposive sampling pada 117 responden. Metode analisis yang digunakan yaitu structural equation modeling (SEM) dan pengolahan data menggunakan partial least square (PLS) melalui software statistic SmartPLS4. Hasil penelitian menunjukkan bahwa diskon berpengaruh positif dan signifikan terhadap keputusan pembelian. Online costumer review berpengaruh positif dan signifikan terhadap keputusan pembelian. Viral marketing berpengaruh positif dan signifikan terhadap keputusan pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 283 |
| NIM/NIDN Creators: | 43117120044 |
| Uncontrolled Keywords: | Diskon, Online Costumer Review, Viral marketing, Keputusan Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan 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: | ANANDA NADIRA PUTRI |
| Date Deposited: | 29 Aug 2024 03:10 |
| Last Modified: | 29 Aug 2024 03:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90830 |
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