Pengaruh Promo Shopee “4.4 Big Ramadhan Sale” Terhadap Perilaku Konsumtif (Studi Pada Mahasiswa Ilmu Komunikasi UPNVJ Pengguna Shopee)

Ellisa, . (2024) Pengaruh Promo Shopee “4.4 Big Ramadhan Sale” Terhadap Perilaku Konsumtif (Studi Pada Mahasiswa Ilmu Komunikasi UPNVJ Pengguna Shopee). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Currently, the number of internet users in Indonesia has reached 221.56 million users, this is profitable for the Indonesian e-commerce market. E-commerce is an online tool that is easily accessible to the wider community via computers, laptops, cellphones, usually used by business people in their business activities using the help of these electronic tools, which in the process begins by providing information services to consumers to determine product choices. This research is motivated by the influence of the Shopee promo "4.4 Big Ramadhan Sale" on consumer behavior. This research aims to find out how much influence the Shopee promo "4.4 big Ramadhan Sale" has on the consumer behavior of student Shopee users. This research uses a quantitative research approach. Researchers used data collection techniques in the form of surveys, namely by distributing online questionnaires to 93 respondents to obtain data. The theory used in this research is the S-O-R theory. The research results show that there is an influence of the Shopee Promo "4.4 Big Ramadhan Sale" (X) on Consumptive Behavior (Y) of 59% and the remaining 41% is determined by other factors not researched. Based on the results of the hypothesis test, it can be concluded that Ha is accepted, indicating that there is an influence of the Shopee promo "4.4 Big Ramadhan sale" on consumer behavior. The shopee promotion "4.4 Big Ramadhan Sale" has influenced the consumptive consumerism of respondents (UPNVJ communications students using shopee) towards online shopping due to several factors, such as cheap prices, limited goods and limited promo times.

Item Type: Thesis (Skripsi)
Additional Information: {No.Panggil: 1710411178} {Pembimbing: Uljanatunnisa} {Penguji 1: Siti Maryam} {Penguji 2: Kumala Hayati}
Uncontrolled Keywords: E-commerce, Promos, Shopee, Consumer Behavior, S-O-R Theory
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ELLISA
Date Deposited: 18 Sep 2024 07:54
Last Modified: 18 Sep 2024 07:54
URI: http://repository.upnvj.ac.id/id/eprint/33444

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