Pinontoan, Michael Daniel (2024) PENGARUH PROMOSI, KUALITAS INFORMASI, DAN PERSEPSI HARGA TERHADAP PEMBELIAN IMPULSIF PADA FITUR SHOPEE LIVE BAGI MAHASISWA FAKULTAS EKONOMI DAN BISNIS UPN “VETERAN” JAWA TIMUR. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
After the emerges and develops of an e-commerce in Indonesia, consumer behavior began to shifts, whereas now consumers no longer had to come to a store or a mall to go shopping and see the value of a products. They could just simply visit the targeted website or e-commerce platform, which is Shopee in this case. Shopee has provided many way and selling features inside their platform for business owners to be able to interact directly with their product/service buyers even though they are not in the same physical environment. Among them is live streaming marketing via the Shopee live feature. This feature is pretty familiar to Shopee consumers or users, especially among UPN "Veteran" East Java students. The purpose of this study is to analyze the effect of promotions, information quality, and price perceptions on impulse buying via Shopee Live feature on UPN "Veteran" East Java students. This study uses quantitative methods which are processed using the SmartPLS 4 program, with a sample size of 100 respondents. The results showed that promotions, information quality, and price perceptions have a positive and significant effect on impulse buying. Keywords: Promotion; Information Quality; Price Perception; Impulse Buying
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Michael Daniel Pinontoan | ||||||||
| Date Deposited: | 13 Aug 2024 06:24 | ||||||||
| Last Modified: | 13 Aug 2024 06:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28206 |
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