Putri, Intan Mutiara (2026) Pengaruh Bauran Pemasaran 7P terhadap Keputusan Penggunaan Shopee PayLater (Studi pada Pengguna Mahasiswa UPN “Veteran” Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (COVER)
22042010276.-Cover.pdf Download (901kB) | Preview |
|
|
Text (BAB I)
BAB I (1).pdf Download (386kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB II)
BAB II (2).pdf Restricted to Repository staff only until 13 May 2029. Download (985kB) |
|
|
Text (BAB III)
BAB III (3).pdf Restricted to Repository staff only until 13 May 2029. Download (668kB) |
|
|
Text (BAB IV)
BAB IV (4).pdf Restricted to Repository staff only until 13 May 2029. Download (1MB) |
|
|
Text (BAB V)
BAB V (5).pdf Download (280kB) | Preview |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA (6).pdf Download (275kB) | Preview |
|
|
Text (LAMPIRAN)
LAMPIRAN (7).pdf Restricted to Repository staff only until 13 May 2029. Download (1MB) |
Abstract
The development of Buy Now Pay Later (BNPL) services in Indonesia has shown rapid growth alongside the increasing use of digital transactions and e-commerce. Shopee PayLater has become one of the most popular BNPL services, particularly among younger generations such as university students. This phenomenon indicates that the decision to use the service is influenced not only by individual factors but also by the marketing strategies implemented by the company. This study aims to analyze the influence of the marketing mix (7P), consisting of product, price, place, promotion, people, process, and physical evidence, on the decision to use Shopee PayLater among students of UPN “Veteran” East Java. The research employs a quantitative approach using multiple linear regression with a sample of 100 student respondents. The results show that the variables product, place, promotion, process, and physical evidence have a positive and significant effect on the decision to use Shopee PayLater. Meanwhile, the variables price and people do not have a significant effect. The promotion variable is found to be the most dominant factor influencing the decision to use Shopee PayLater. These findings indicate that the marketing mix strategy plays an important role in encouraging the adoption of BNPL services among students.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5415.5 Customer services H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Intan Mutiara Putri | ||||||||
| Date Deposited: | 13 May 2026 04:13 | ||||||||
| Last Modified: | 13 May 2026 04:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51726 |
Actions (login required)
 |
View Item |