Purwa, Nabila Dafa (2022) Persepsi Wanita Terhadap Hari Belanja Online Nasional (HARBOLNAS) Pada E-commerce Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
National Online Shopping Day or often referred to as HARBOLNAS is a phenomenon that occurs at the end of every year. It has become a culture in Indonesia it self by holding massive discounts every year to invite and attract consumers' attention. Various kind of e-commerce have started their promotions on social media and television and are competing to become the best online shopping forum site. Many business people market their products by providing discount prices, promos, cashback and vouchers, free shipping, and others when National Online Shopping Day arrives. The condition of this promotion also stimulates the buying interest of the people to shop online, which continues to increase. This study aims to determine the perception of early adult women on the National Online Shopping Day on e-commerce Shopee.This study uses qualitative methods, data collection in this study using interview techniques and observations using google form. This study uses perception theory, constructive perception theory, uses and gratifications theory, advertising, social media, marketing communication, product quality, price discounts, and service quality. The results of this study show how women's perceptions of the National Online Shopping Day (HARBOLNAS) on e-commerce Shopee. The views of early adult women regarding the Harbolnas event organized by Shopee are divided into two things, namely, the Harbolnas event provides satisfaction and benefits for its users with many promos, discounts, free shipping, vouchers, cashback, easy payment systems, as well as complete and up to date goods. Meanwhile, the views of early adult women regarding the Harbolnas event did not provide satisfaction and profit because it made wasteful and consumptive behavior. From the 6 informants, they produced a variety of different perspectives according to their respective experiences and backgrounds. Keywords: Perception, National Online Shopping Day, Advertising, Constructive Perspective Theory, Uses and Gratifiacations Theory.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nabila Dafa Purwa | ||||||||
| Date Deposited: | 08 Jun 2022 02:49 | ||||||||
| Last Modified: | 08 Jun 2022 02:49 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6903 |
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