Nazmia Baladini, . (2021) PENGARUH PROMOSI PENJUALAN, PEMASARAN MEDIA SOSIAL, DAN MOTIVASI BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF : Studi Kasus Pengguna Gopay di Kota Bekasi. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (40kB) |
|
Text
AWAL.pdf Download (856kB) |
|
Text
BAB 1.pdf Download (185kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (162kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (237kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (446kB) |
|
Text
BAB 5.pdf Download (88kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (115kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (49kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (2MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (1MB) |
Abstract
The purpose of this study is to prove that there is an effect of sales promotion on impulsive buying behavior, social media marketing on impulsive buying behavior and hedonic shopping motivation on impulsive buying behavior. This research is a quantitative study with primary sources of data. The object of this research is(are) Gopay users who are active in Bekasi City. The sample used was 100 respondents and dominated by students with accidental sampling technique as a sampling technique. The data analysis technique used is descriptive and essential data analysis techniques. Based on the results of data processing through t-statistics on Smart PLS, it can be shown that sales promotions have no significant effect on impulsive buying behavior, with a significance value of 0.512. Meanwhile, social media marketing and hedonic shopping motivation have a significant effect on impulsive buying behavior, with significance values of 3,553 and 3,768, respectively. From the research results, it is better if Gopay can improve social media marketing and take advantage of hedonic shopping motivation to increase transactions through impulsive buying behavior.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1710111120] [Ketua Penguji : Lina Ariani] [Penguji I : Alfatih S Mangabarani] [Penguji II (Pembimbing) : Nobelson] |
| Uncontrolled Keywords: | Sales Promotion, Social Media Marketing, Hedonic Shopping Motivation, Impulsive Buying Behaviour, Gopay. |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Nazmia Baladini |
| Date Deposited: | 05 Aug 2021 09:15 |
| Last Modified: | 05 Aug 2021 09:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/10104 |
Actions (login required)
 |
View Item |