ZAKY, TEUKU MUHAMMAD ILHAM (2025) PENGARUH PROMOSI, PERSEPSI HARGA, DAN KUALITAS PELAYANAN PADA KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA SHOPEE DI DAERAH JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The role of the Internet in economic growth is very important for both industry and individuals. The ease of accessing the internet has given birth to ecommerce, which has now become an alternative option in online shopping. Ecommerce has changed the way consumers shop, reaching more consumers, and facilitating online shopping habits. This study aims to examine the effect of promotions, price perceptions, and service quality on consumer purchasing decisions at Shopee users in West Jakarta. The population in this study were all consumers who had used or purchased the Shopee application, totaling 140 people. From this research, the independent variables consist of Promotion, Perceived Price, and Quality of Service and the dependent variable is Purchase Decision. Data analysis techniques used in this study include outer model testing (Convergent Validity, Discriminate Validity, Composite Reability), Inner model hypothesis testing (R square value, Goodness of Fit Model boostraping). Data is collected by distributing questionnaires to consumers and processed using the program Smart PLS 4.0. This study proves that promotion has a positive and significant effect on purchasing decisions. Price perception has a positive and significant effect on purchasing decisions. Service Quality has a positive and significant effect on purchasing decisions. Keywords: Promotion, Perceived Price, Service Quality, E-Marketing, and Purchase Decision. Peran Internet dalam pertumbuhan ekonomi sangat penting baik bagi industri maupun individu, Kemudahan dalam mengakses internet tersebut melahirkan E-commerce dikala ini telah menjadi opsi alternatif dalam bebelanja online. E-commerce telah mengubah cara konsumen berbelanja, menjangkau lebih banyak konsumen, dan memfasilitasi kebiasaan belanja online. Penelitian ini bertujuan untuk menguji pengaruh promosi, persepsi harga, dan kualitas pelayanan pada keputsan pembelian pada Pengguna Shopee di daerah Jakarta Barat. Populasi dalam penelitian ini adalah seluruh konsumen yang sudah pernah menggunakan atau membeli di aplikasi Shopee yang berjumlah 140 orang. Dari penelitian in variabel independen terdiri dari Promosi, Persepsi Harga, dan Kualitas Pelayanan dan variabel dependennya Keputusan Pembelian. Teknik analisis data yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminat Validity, Composite Reability), Uji hipotesis inner model (Nilai R square, Goodness of Fit Model boostraping), Data dikumpulkan bersamaan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 4.0. Penelitian ini membuktikan jika Promosi berpengaruh positif dan berpengaruh pada keputusan pembelian. Persepsi Harga berpengaruh positif dan berpengaruh pada keputusan pembelian. Kualitas Pelayanan berpengaruh positif dan berpengaruh pada keputusan pembelian. Kata Kunci: Promosi, Persepsi Harga, Kualitas Pelayanan, Pemasaran Digital, dan Keputusan Pembelian.
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