PURWANINGSIH, AVRILIA GUSTI (2021) “FAKTOR PROMOSI PENJUALAN YANG MEMENGARUHI IMPULSE BUYING PADA E-COMMERCE SHOPEE” (Studi Pada Mahasiswa Administrasi Bisnis UPN “Veteran” Jawa Timur). Undergraduate thesis, UPN 'Veteran' Jawa Timur.
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Abstract
This study aims to decide and analyze the effect of sales promotions on impulse buying on e-commerce Shopee. The populations of this study were active students of business administration for the 2019/2020 school year of the UPN “Veteran” Jawa Timur. The research sample was 233 respondents. The sampling technique was purposive sampling with the criteria of having made purchases on e-commerce Shopee more than 2 times. The analysis technique used is Multiple Linear Regression through SPSS 20 software. The results of this study show that the coupons have a negative effect on impulse buying. variables Rebates, bonus pack, free premium gift, and event have a positive and significant effect on impulse buying. Variables price-off deals, and loyalty program have no effect on impulse buying. Keyword : sales promotion, impulse buying, Shopee
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 12 Oct 2021 06:38 | ||||||||
| Last Modified: | 12 Oct 2021 06:38 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2536 |
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