ANALISIS PENGARUH PROMOSI, KUALITAS PRODUK DAN HARGA TERHADAP PERILAKU PEMBELIAN E-IMPULSE BUYING SHOPEE FLASH SALE di DKI JAKARTA

RUQAYAH, SITI (2019) ANALISIS PENGARUH PROMOSI, KUALITAS PRODUK DAN HARGA TERHADAP PERILAKU PEMBELIAN E-IMPULSE BUYING SHOPEE FLASH SALE di DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
1. Halaman Judul.pdf
Download (108kB) | Preview
[img]
Preview
 Text (ABSTRAK)
2. Abstrak.pdf
Download (24kB) | Preview
[img]
Preview
 Text (LEMBAR PERNYATAAN)
3. Surat Pernyataan Karya Sendiri.pdf
Download (533kB) | Preview
[img]
Preview
 Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf
Download (536kB) | Preview
[img]
Preview
 Text (KATA PENGANTAR)
5. Kata Pengantar.pdf
Download (76kB) | Preview
[img]
Preview
 Text (DAFTAR ISI)
6. Daftar Isi.pdf
Download (95kB) | Preview
[img]
Preview
 Text (DAFTAR TABEL)
7. DAFTAR TABEL.pdf
Download (86kB) | Preview
[img]
Preview
 Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf
Download (164kB) | Preview
[img]
Preview
 Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf
Download (133kB) | Preview
[img] Text (BAB I)
10. BAB I.pdf
Restricted to Registered users only
Download (341kB)
[img] Text (BAB II)
11. BAB II.pdf
Restricted to Registered users only
Download (392kB)
[img] Text (BAB III)
12. BAB III.pdf
Restricted to Registered users only
Download (360kB)
[img] Text (BAB IV)
13. BAB IV.pdf
Restricted to Registered users only
Download (437kB)
[img] Text (BAB V)
14. BAB V.pdf
Restricted to Registered users only
Download (104kB)
[img] Text (DAFTAR PUSTAKA)
15. DAFTAR PUSTAKA.pdf
Restricted to Registered users only
Download (210kB)
[img] Text (LAMPIRAN)
16. Lampiran.pdf
Restricted to Registered users only
Download (794kB)

Abstract

This study aims to analyze the effect of promotion, product quality and price on the buying behavior of E-Impulse Buying Shopee Flash Sale in DKI Jakarta. The population in this study is consumers who have used and made purchases in Shopee Flash Sale applications or sites in DKI Jakarta and the population is unknown. The sample used was 220 respondents, calculated based on the formula Hair et al. The sampling method uses purposive sampling. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that promotion has a positive and significant effect on the behavior of E-Impulse Buying. Product quality has a positive and significant effect on the behavior of E-Impulse Buying. Price has a positive and significant effect on the behavior of E-Impulse Buying. Keywords: Promotion, Product Quality, Price, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta Penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk dan harga terhadap perilaku pembelian E-Impulse Buying Shopee Flash Sale di DKI Jakarta. Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan dan melakukan pembelian di aplikasi atau situs Shopee Flash Sale di DKI Jakarta dan jumlah populasi tidak diketahui. Sampel yang dipergunakan adalah sebanyak 220 responden, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa promosi berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Kualitas produk berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Harga berpengaruh positif dan signifikan terhadap perilaku E-Impulse Buying. Kata Kunci : Promosi, Kualitas Produk, Harga, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 594
NIM/NIDN Creators: 43115110413
Uncontrolled Keywords: Promosi, Kualitas Produk, Harga, E-Impulse Buying, E-Commerce, Flash Sale, DKI Jakarta
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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: Dede Muksin Lubis
Date Deposited: 30 May 2022 01:26
Last Modified: 30 May 2022 01:26
URI: http://repository.mercubuana.ac.id/id/eprint/62125

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.