Aryanti, Alvina (2023) Pengaruh Promosi Penjualan dan Konformitas Melalui Kepercayaan Pelanggan Terhadap Perilaku Impulse Buying (Studi Pada Generasi Z Pengguna Platform Online Food Delivery GoFood di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The study in this research is based on technological advances that have resulted in many changes and contributed to the growth of various fields of the economy, especially marketing and market interest. The existence of sales promotions and conformity has influenced groups that have provided reviews of a company's product or service on the Go-Food Online Food Delivery service so that it can contribute to impulse buying behavior. The purpose of this study is to explain the effect of sales promotion and conformity through customer trust on impulse buying behavior and to explain that generation Z is more easily influenced by the environment and makes impulse purchases. The object studied in this study is Go-Food, a service found in the Go-Jek application and an application that is easy to remember in the community. The method used in this research is quantitative research with a descriptive approach. Sampling using purposive sampling technique, the number of respondents as many as 100 respondents. Data sources were taken through questionnaires and literature. The data analysis used was multiple linear regression analysis using SmartPLS 4.0. The results showed that sales promotion had a significant effect on impulse buying behavior, conformity had a significant effect on impulse buying behavior, customer trust had a significant effect on impulse buying behavior, sales promotion through the customer trust variable had a significant effect on impulse buying behavior, and conformity through the customer trust variable had an effect significant effect on impulse buying behavior. The conclusion of this study is that it is proven that sales promotion and conformity through customer trust have a significant effect on impulse buying behavior in generation Z in making purchases through the Go-Food application. Keywords: Sales Promotion, Conformity, Customer Trust, Impulse Buying Behavior
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Alvina Aryanti | ||||||||
| Date Deposited: | 24 May 2023 07:17 | ||||||||
| Last Modified: | 24 May 2023 07:17 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13525 |
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