PENGUJIAN IMPLIKASI PENERAPAN TRANSFORMASI DIGITAL PADA PROMOSI PENJUALAN DAN NILAI KEUNTUNGAN TERHADAP NIAT BERBELANJA DI RETAIL OTOMOTIF (Studi pada PT Astra Otoparts)

Ulinuha, Akhmad (2022) PENGUJIAN IMPLIKASI PENERAPAN TRANSFORMASI DIGITAL PADA PROMOSI PENJUALAN DAN NILAI KEUNTUNGAN TERHADAP NIAT BERBELANJA DI RETAIL OTOMOTIF (Studi pada PT Astra Otoparts). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menguji implikasi penerapan transformasi digital pada promosi penjualan dan nilai keuntungan terhadap niat berbelanja di retail otomotif. Populasi dari penelitian ini adalah seluruh konsumen di Shop and Drive Wolter Monginsidi Jakarta Selatan yang berkunjung ke Shop and Drive tetapi belum pernah menggunakan e-commerce astraotoshop. Sampel yang diambil adalah konsumen yang berkunjung ke Shop and Drive Wolter Monginsidi tetapi belum pernah menggunakan e-commerce astraotoshop dan bersedia mengisi kuesioner yang telah disebar sebanyak 120 orang. Teknik pengambilan sampel yang digunakan yaitu Purposive Sampling. Teknik pengumpulan data dalam skripsi ini adalah dengan menyebarkan beberapa kuesioner pada konsumen. Analisis data pada penelitian ini menggunakan pendekatan Partial Least Square (PLS). Variabel yang digunakan sebagai variabel independen yaitu promosi penjualan (X1) dan nilai keuntungan (X2), niat berbelanja (Y) sebagai variabel dependen, dan transformasi digital (Z) sebagai variabel mediator. Penelitian ini membuktikan bahwa variabel promosi penjualan berpengaruh positif dan signifikan terhadap penerapan transformasi digital. Variabel nilai keuntungan berpengaruh positif dan signifikan terhadap penerapan transformasi digital. Variabel promosi penjualan yang dimediasi transformasi digital berpengaruh positif dan signifikan terhadap niat berbelanja. Variabel nilai keuntungan yang dimediasi transformasi digital berpengaruh positif dan signifikan terhadap niat berbelanja. Variabel transformasi digital berpengaruh positif dan signifikan terhadap niat berbelanja. Kata kunci : Promosi Penjualan, Nilai Keuntungan, Transformasi Digital, Niat Berbelanja. This study aims to examine the implications of applying digital transformation to sales promotion and perceived value on intention in automotive retail. The population of this research is all customers at Shop and Drive Wolter Monginsidi, South Jakarta who visit Shop and Drive but have never used e- commerce Astraotoshop. The samples taken were customers who visited the Shop and Drive Wolter Monginsidi but had never used e-commerce Astraotoshop and were willing to fill out a questionnaire that had been distributed by 120 people. The sampling technique used is purposive sampling. The data collection technique in this thesis is to distribute several questionnaires to the customer. Data analysis in this study used the Partial Least Square (PLS) approach. The variables used as independent variables are sales promotion (X1) and profit value (X2), shopping intention (Y) as the dependent variable, and digital transformation (Z) as a mediator variable. This study proves that the sales promotion variable has a positive and significant effect on the implementation of digital transformation. The profit value variable has a positive and significant effect on the implementation of digital transformation. The sales promotion variable mediated by digital transformation has a positive and significant effect on shopping intentions. The profit value variable mediated by digital transformation has a positive and significant effect on shopping intentions. The digital transformation variable has a positive and significant effect on shopping intentions. Keywords: Digital Transformation, Sales Promotion, Perceived Value, Intention.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117320043
Uncontrolled Keywords: Digital Transformation, Sales Promotion, Perceived Value, Intention. Promosi Penjualan, Nilai Keuntungan, Transformasi Digital, Niat Berbelanja.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MYTHA ALVIANA SARI
Date Deposited: 23 Apr 2022 04:22
Last Modified: 23 Apr 2022 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/60442

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