FLASH SALE SHOPEE: APAKAH MEMBUAT KONSUMEN TERTARIK UNTUK MEMBELI: Survey Terhadap Mahasiswa di Kota Bandung

    Muhammad Rizal Nurfikri, - (2023) FLASH SALE SHOPEE: APAKAH MEMBUAT KONSUMEN TERTARIK UNTUK MEMBELI: Survey Terhadap Mahasiswa di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    ABSTRAK

    Muhammad Rizal Nurfikri (1903148) “Flash Sale Shopee: Apakah Membuat Konsumen Tertarik Untuk Membeli (Survey Terhadap Mahasiswa di Kota Bandung)” dalam bimbingan Prof. Dr. Vanessa Gaffar, SE., Ak., MBA dan Dr. Chairul Furqon, S.Sos., M.M.
    Perkembangan teknologi yang pesat telah berdampak pada perilaku konsumen, mengakibatkan banyak orang beralih ke e-commerce untuk membeli kebutuhan belanja. Salah satu platform e-commerce tersebut adalah Shopee. Untuk bersaing di pasar e-commerce Indonesia yang sangat kompetitif, Shopee menggunakan flash sale sebagai strategi pemasaran.Tujuan penelitian ini berfokus pada gambaran dan pengaruh flash sale terhadap keputusan pembelian pada e-commerce Shopee. Untuk mengetahui hasil penelitian, maka metode penelitian dilakukan dengan uji asumsi normalitas, analisis korelasi, analisis regresi sederhana dan uji hipotesis. Pengujian hipotesis menggunakan Uji-t untuk menguji hipotesis antara variabel bebas dan variabel terikat.. Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif dengan tingkat yang rendah anatara flash sale dalam meningkatkan keputusan pembelian pada e-commerce Shopee.
    Kata kunci: flash sale, keputusan pembelian, e-commerce

    ABSTRACT

    Muhammad Rizal Nurfikri (1903148) "Flash Sale Shopee: Does it Make Consumers Interested in Making Purchases? (A Survey among Students in Bandung City)" in guidance Prof. Dr. Vanessa Gaffar, SE., Ak., MBA dan Dr. Chairul Furqon, S.Sos., M.M.
    The rapid advancement of technology has impacted consumer behavior, leading many individuals to shift to e-commerce for their shopping needs. One of these e-commerce platforms is Shopee. In order to compete in the highly competitive Indonesian e-commerce market, Shopee employs flash sales as a marketing strategy. The objective of this research focuses on the overview and influence of flash sales on purchasing decisions within the Shopee e-commerce platform. To reveal the research findings, the research methodology involves testing for normality assumptions, correlation analysis, simple regression analysis, and hypothesis testing. Hypothesis testing employs the t-test to examine the hypotheses between the independent and dependent variables. The results of this study indicate a low-level positive influence of flash sales on enhancing purchasing decisions within the Shopee e-commerce platform..
    Keywords: flash sale, purchasing decision, e-commerce

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    Official URL: http://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: Link Google Scholar: https://scholar.google.com/citations?user=FdPadWUAAAAJ&hl=en ID SINTA Dosen Pembimbing Vanessa Gaffar : 0007037404 Chairul Furqon : 0015067206
    Uncontrolled Keywords: flash sale, keputusan pembelian, e-commerce
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Muhammad Rizal Nurfikri
    Date Deposited: 16 Sep 2023 13:17
    Last Modified: 16 Sep 2023 13:17
    URI: http://repository.upi.edu/id/eprint/104050

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