PENGARUH HEDONIC MOTIVATES, SALES PROMOTION, DAN VIRAL MARKETING TERHADAP PERILAKU IMPULSE BUYING GENERASI Z (Studi kasus pada E-commerce Shopee di Jakarta)

Ignatia Vonny Priscillia Purba, . (2024) PENGARUH HEDONIC MOTIVATES, SALES PROMOTION, DAN VIRAL MARKETING TERHADAP PERILAKU IMPULSE BUYING GENERASI Z (Studi kasus pada E-commerce Shopee di Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study which aims to determine, analyze and prove the influence of hedonic motivations, sales promotions and viral marketing on the impulse buying behavior of generation Z consumers at Shopee in the city of Jakarta. The trend of e-commerce users in Indonesia has grown quite large in the last few years. One of the big E-commerce in Indonesia is Shopee, Shopee is the first leader in the highest number of e-commerce visits in Indonesia. The population in this research is the people of the city of South Jakarta. Changes in consumer shopping patterns that use the internet and are starting to change to online shopping have made Shopee an E-commerce that consumers are interested in.The sample size taken was 100 respondents using the purposive sampling method. Data collection was carried out through distributing Google forms. The data analysis technique used is descriptive and inferential analysis with the Partial Least Square (PLS) technique using Smartpls 3.2.9 software. The test results obtained in this research are (1) hedonic motivations have a positive and significant effect on impulse buying, (2) sales promotion has a positive and significant effect on impulse buying, (3) viral marketing has a positive and significant effect on impulse buying. The implications of this research are that theoretically and practically, the information in the research is expected to increase insight in the development of marketing science, and serve as material for thought and consideration in solving existing problems. The contribution of this research is to help consumers and the Shopee Company in seeing and predicting consumer shopping behavior

Item Type: Thesis (Skripsi)
Additional Information: [No panggil: 2010111102] [Pembimbing: Diana Triwardhani] [Penguji 1: Nobelson] [Penguji 2: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Hedonic Motivates, Sales Promotion, Viral marketing Impulse Buying
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Ignatia Vonny Priscillia Purba
Date Deposited: 18 Mar 2024 03:14
Last Modified: 18 Mar 2024 03:14
URI: http://repository.upnvj.ac.id/id/eprint/28147

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