PENGARUH PROMOSI PENJUALAN, SIKAP DAN NORMA SUBJEKTIF TERHADAP MINAT BELI MELALUI APLIKASI SHOPEE FOOD

MELYANTO, FARKHAN (2022) PENGARUH PROMOSI PENJUALAN, SIKAP DAN NORMA SUBJEKTIF TERHADAP MINAT BELI MELALUI APLIKASI SHOPEE FOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of buying interest on Shopee Food's food delivery service. The object of the research is Shopee Food's food delivery service. The independent variables obtained from the results of the preliminary survey are sales promotion, attitudes, and subjective norms of promotion. This study uses descriptive data analysis techniques, instrument testing, and SEM with data processing using PLS. The population is residents who live in DKI Jakarta, with a sample of 130 respondents. The results of data testing using the Smart-PLS 3.2.9 software. In general, the results of this study indicate that Discounts have a positive and significant direct effect on Shopee Food Purchase Intentions, Attitudes have a positive and significant direct effect on Shopee Food Purchase Intentions, and Subjective Norms have a positive and significant direct effect on Shopee Food Purchase Intentions Keywords: Buy Interest, Online Food Delivery Service, Sales Promotion, Attitudes, Subjective Norms, Shopee Food Penelitian ini bertujuan untuk menguji pengaruh minat beli pada layanan pesanantar makanan Shopee Food. Objek penelitian adalah layanan pesan-antar makanan Shopee Food. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah promosi penjualan, sikap, dan norma subjektif. Penelitian ini menggunakan teknik analisis data deskriptif, uji instrument, dan SEM dengan pengolahan data menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di DKI Jakarta, dengan sampel 130 responden. Hasil pengujian data dengan menggunakan menggunakan software Smart-PLS v3.2.9. Secara umum, hasil penelitian ini menunjukan bahwa Diskon berpengaruh positif dan signifikan secara langsung kepada Minat Beli Shopee Food, Sikap berpengaruh positif dan signifikan secara langsung kepada Minat Beli Shopee Food, dan Norma Subjektif berpengaruh positif dan signifikan secara langsung kepada Minat Beli Shopee Food. Kata kunci: Minat Beli, Layanan Pesan-antar Makanan Online, Promosi Penjualan, Sikap, Norma Subjektif, Shopee Food

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 388
Call Number: SE/31/23/090
NIM/NIDN Creators: 43118010361
Uncontrolled Keywords: Minat Beli, Layanan Pesan-antar Makanan Online, Promosi Penjualan, Sikap, Norma Subjektif, Shopee Food
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 171 Ethical Systems/Sistem Etika
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 171 Ethical Systems/Sistem Etika > 171.2 Intuition, Moral Sense, Reason/Intuisi, Sikap Moral, Alasan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 25 Jan 2023 02:31
Last Modified: 25 Jan 2023 02:31
URI: http://repository.mercubuana.ac.id/id/eprint/73678

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