Alia Engka Nadita Putri, . (2021) KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE PADA GENERASI MILENIAL DI KECAMATAN JOHAR BARU. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative study that aims to determine the effect of price, promotion, and EWOM on purchasing decisions at Shopee's e-commerce. This study uses the millennial generation of Shopee users in Johar Baru District as a sample.. Samples taken were 75 respondents with the side probability method. Data collection was carried out by distributing questionnaires. The data analysis technique used is descriptive analysis and inferential analysis with the analytical tool used is PLS (Partial Least Square) with a significant level of 5%. The results showed that Price has a correlation value of 0.786, Promotion correlation value of 0.156, and EWOM correlation value -0.104. From the analysis of the coefficient of determination, it can be explained that Price, Promotion, and EWOM affect Purchasing Decisions in Shopee e-commerce for the Millennial Generation in Johar Baru District by 68.5%, while the remaining 31.5% is influenced by other variables outside of this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1610111142] [Pembimbing ; Tati Handayani] [Penguji 1 : Alfatih S Mangabarani] [Penguji 2 : Heni Nastiti] |
| Uncontrolled Keywords: | Purchasing Decision, Price, Promotion, Electronic Word of Mouth, Partial least Square |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Alia Enka Nadita Putri |
| Date Deposited: | 21 Mar 2023 08:04 |
| Last Modified: | 21 Mar 2023 08:04 |
| URI: | http://repository.upnvj.ac.id/id/eprint/23884 |
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