Fisal Hafiz, - (2022) STRATEGI SALES PROMOTION HARI BELANJA ONLINE NASIONAL SHOPEE SERTA PENGARUHNYA TERHADAP PERILAKU IMPULSE BUYING (Survey Pada Konsumen yang Berbelanja Produk Elektronik di Shopee). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Fisal Hafiz (1804631) “Strategi Sales promotion Hari belanja Online Nasional Shopee Serta Pengaruhnya Terhadap Perilaku Impulse buying (Survey Pada Konsumen yang Berbelanja Produk Elektronik di Shopee)” dibawah bimbingan Prof. Dr. Vanessa Gaffar, SE.Ak., MBA. Dan Dr. Ayu Krishna Yuliawati, S.Sos., MM. Penggunaan e-commerce semakin marak di masyarakat, hal ini berakibat pada iklim jual-beli itu sendiri. dengan pengguna yang tinggi, nilai transaksi yang tinggi, popularitas yang tinggi, kategori elektronik shopee penjualannya justru kurang bergairah, Sehingga promosi penjualan menjadi salah satu faktor yang harus diperhatikan, terutama pada hari belanja online nasional. Penelitian ini bertujuan untuk mengetahui gambaran kinerja dari sales promotion harbolnas di E-commerce Shopee, mengetahui gambaran tingkat Impulse buying pada kategori elektronik di E-commerce Shopee, dan pengaruh sales promotion harbolnas terhadap impulse buying pada kategori elektronik di E-commerce Shopee. Penelitian ini menggunakan metode deskriptif dan verifikatif serta sampel yang digunakan 150 responden pengguna Shopee di Jawa Barat dengan kriteria minimal sudah pernah bertransaksi elektronik di Shopee saat harbolnas. Teknik sampling yang digunakan adalah purposive sampling dengan Teknik analisis yaitu analisis korelasi sederhana. Dalam variabel Independen, Indikator sales promotion berdasarkan waktu promosi mendapat skor paling tinggi sedangkan indikator kuantitas dan frekuensi promosi mendapatkan skor yang sama dan berada di posisi paling rendah. Sedangkan pada variabel dependen, indikator hedonic motivations mendapatkan skor yang lebih tinggi dari utilitarian motivations. Hal ini menunjukan bahwa perusahaan harus lebih meningkatkan sales promotion agar keinginan konsumen untuk melakukan pembelian impulse buying meningkat. Fisal Hafiz (1804631) "Sales promotion Strategy on Shopee's National Online Shopping Day and Its Effect on Impulse buying Behavior (Survey on Consumers Who Shop for Electronic Products at Shopee) under the guidance of Prof. Dr. Vanessa Gaffar, SE. Ak., MBA. And Dr. Ayu Krishna Yuliawati, S.Sos., MM. The use of e-commerce is increasingly rampant in society, this has resulted in the buying and selling climate itself. with high users, high transaction value, high popularity, shopee electronic category sales are actually less passionate, Because of that sales promotion is one of the factors that must be considered, especially on national online shopping days. This study aims to determine the performance of harbolnas sales promotion in Shopee E-commerce, find out the level of Impulse buying in the electronic category in Shopee E-commerce, and the influence of harbolnas sales promotion on impulse buying in the electronic category in Shopee E-commerce. This study used descriptive and verifiable methods and a sample used by 150 respondents of Shopee users in West Java with minimum criteria of having had electronic transactions at Shopee during harbolnas. The sampling technique used is purposive sampling with analytical techniques, namely simple correlation analysis. In the Independent variable, the sales promotion indikator based on the time of the promotion scored the highest and the indikator of the quantity and frequency of promotions got the same score and was at the lowest. Whereas in the dependent variable, the hedonic motivations indikator gets a higher score than utilitarian motivations. This shows that the company must further improve sales promotion so that the consumer's desire to make impulse buying purchases increases
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | Harbolnas, Impulse buying, Sales promotion, Shopee |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Fisal Hafiz |
| Date Deposited: | 11 Oct 2022 07:36 |
| Last Modified: | 11 Oct 2022 07:36 |
| URI: | http://repository.upi.edu/id/eprint/83916 |
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