ANALISIS KEPUTUSAN PEMBELIAN PADA GEN Z TERHADAP DISKON, PROMOSI, DAN KEPERCAYAAN KONSUMEN DI MARKETPLACE SHOPEE (Studi Pada Mahasiswa/i Program Studi Manajemen Universitas Mercu Buana Meruya)

FIRLYANA, MUHAMAD ROBBY (2024) ANALISIS KEPUTUSAN PEMBELIAN PADA GEN Z TERHADAP DISKON, PROMOSI, DAN KEPERCAYAAN KONSUMEN DI MARKETPLACE SHOPEE (Studi Pada Mahasiswa/i Program Studi Manajemen Universitas Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of discounts, promotions and consumer trust on purchasing decisions in the Shopee marketplace for Gen Z. The type of research used in this research is quantitative and the research method used is descriptive analysis. This research method was carried out by analysis using Partial Least Square (Smart-PLS) software version 4.1.0.6 with a sample of 200 respondents Gen Z who are students of the Management Study Program at Mercu Buana Meruya University using a sampling method using purposive sampling. The results of this research show that Discounts have a positive and significant effect on Purchasing Decisions, Promotions have a positive and significant effect on Purchasing Decisions but Consumer Trust has a negative and insignificant effect on Purchasing Decisions. Keywords: Discounts, Promotions, Consumer Confidence and Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh Diskon, Promosi dan Kepercayaan Konsumen terhadap Keputusan Pembelian di marketplace Shopee pada Gen Z. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah analisis deskriptif. Metode penelitian ini dilakukan dengan analisis memakai software Partial Least Square (Smart-PLS) versi 4.1.0.6 dengan sampel yang digunakan sebanyak 200 responden Gen Z yang dimana merupakan Mahasiswa/I Program Studi Manajemen Univerusitas Mercu Buana Meruya dengan metode pengambilan sample menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa Diskon berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian tetapi Kepercayaan Konsumen berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Diskon, Promosi, Kepercayaan Konsumen dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 416
NIM/NIDN Creators: 43120010400
Uncontrolled Keywords: Diskon, Promosi, Kepercayaan Konsumen dan Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
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: khalimah
Date Deposited: 05 Oct 2024 04:30
Last Modified: 05 Oct 2024 04:30
URI: http://repository.mercubuana.ac.id/id/eprint/92221

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