PENGARUH BRAND AMBASSADOR, DISKON FLASH SALE, DAN TAGLINE SHOPEE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MILLENIAL

LESTARI, VIVI TRI (2023) PENGARUH BRAND AMBASSADOR, DISKON FLASH SALE, DAN TAGLINE SHOPEE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MILLENIAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Ambassadors, Flash Sale Discounts, and Shopee Taglines on Millennial Consumer Purchase Decisions. In this study the population is Millennial consumers (age range 1988-1996 or currently aged 27-35 years) who see online product promotions provided by Shopee e-commerce, and make purchasing decisions directly to Shopee e-commerce. While the sample is 110 respondents. with the formula for the number of indicators x 5. Data collection in this study used a questionnaire with a Likert scale. The analytical method used is structural equation modeling with partial least squares (PLS) software. The results of this study indicate that brand ambassadors have a positive and significant effect on online purchase decisions, flash sales have a positive and significant effect on online purchase decisions, and taglines have a positive and significant effect on online purchase decisions. Keywords: Online Purchase Decisions, Brand Ambassadors, Flash Sale Discounts, Taglines Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Diskon Flash Sale, dan Tagline Shopee terhadap Keputusan Pembelian Konsumen Millenial. Dalam penelitian ini populasinya adalah konsumen Milenial (rentang usia 1988- 1996 atau yang saat ini berusia 27-35 tahun) yang melihat promosi produk secara online yang diberikan e-commerce Shopee, dan melakukan keputusan pembelian secara langsung ke e-commerce Shopee. Sedangkan sampel sebanyak 110 responden. dengan rumus jumlah indikator x 5. Pengumpulan data pada penelitian ini menggunakan kuesioner dengan skala likert. Adapun metode analisis yang digunakan adalah structural equation modelling dengan software partial least square (PLS). Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian online, flash sale berpengaruh positif dan signifikan terhadap keputusan pembelian online, dan tagline berpengaruh positif dan signifikan terhadap keputusan pembelian online Kata Kunci: Keputusan Pembelian Online, Flash Sale, Tagline

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 356
NIM/NIDN Creators: 43117110190
Uncontrolled Keywords: Keputusan Pembelian Online, Flash Sale, Tagline
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi > 302.224 Verbal Communication/Komunikasi Verbal > 302.2244 Written Communication/Komunikasi Tertulis
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
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: 13 Nov 2023 04:07
Last Modified: 13 Nov 2023 04:07
URI: http://repository.mercubuana.ac.id/id/eprint/84161

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