PENGARUH HARGA, PROMOSI, DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKOPEDIA (STUDI KASUS PADA MAHASISWA S1 MANAJEMEN UPN VETERAN JAKARTA)

Shifa Fauziah, . (2023) PENGARUH HARGA, PROMOSI, DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKOPEDIA (STUDI KASUS PADA MAHASISWA S1 MANAJEMEN UPN VETERAN JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Economic growth is closely related to technology. To support the use of technological advances, policies are needed that focus on marketing strategies, including through e-commerce platforms that encourage increased digital economic activity. Tokopedia has become a popular e-commerce and is a choice for the public. This research is quantitative research which aims to find out, prove and analyze the influence of prices, promotions and product reviews on Tokopedia consumer purchasing decisions partially and simultaneously. The samples in this research were active students of the UPN Veteran Jakarta Bachelor of Management study program who had made online transactions or shopped at Tokopedia. Sampling in this research used non-probability sampling techniques, with a purposive sampling method. The questionnaire was distributed to 100 respondents via Google Form. The data analysis technique uses descriptive and inferential analysis using the SPSS 26 application. The results of data analysis show that price has a significant effect on purchasing decisions by 0.276. Promotion has an insignificant effect on purchasing decisions of 0.178. Product reviews have a significant effect on purchasing decisions of 0.209. And price, promotions and product reviews simultaneously have a significant influence on purchasing decisions with a contribution value of 26.4% while the remaining 73.60% is caused by other factors outside the research model.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111014] [Pembimbing: Heni Nastiti] [Penguji 1: Lina Aryani] [Penguji 2: Dienni Ruhjatini Sholihah]
Uncontrolled Keywords: Price, Promotion, Product Reviews, Purchasing Decisions, Tokopedia
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Shifa Fauziah
Date Deposited: 19 Mar 2024 07:29
Last Modified: 19 Mar 2024 07:29
URI: http://repository.upnvj.ac.id/id/eprint/27848

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