ANALISIS IMPULSIVE BUYING E-COMMERCE STUDI KASUS PADA PENGGUNA SHOPEE

HARDYANSAH, . (2024) ANALISIS IMPULSIVE BUYING E-COMMERCE STUDI KASUS PADA PENGGUNA SHOPEE. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Hardyansah, 2024: Analisis Impulsive Buying E-commerce Studi Kasus Pengguna Shopee. Skripsi, Jakarta: Program Studi Sarjana Terapan Pemasaran Digital, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim pembimbing: Dr. Christian Wiradendi Wolor, SE., MM dan Rahmi, S.E., M.S.M. Penelitian bertujuan mengetahui faktor-faktor apa saja yang mempengaruhi perilaku impulsive buying e-commerce Pengguna Shopee dimana survei dilakukan kepada 120 orang di Jabodetabek dengan metode kuantitatif menyebarkan kuesioner secara online. Penelitian ini menggunakan teknik pengumpulan data yaitu kuesioner dan studi kepustakaan. Penelitian ini menggunakan teknik analisis dengan analisis deskriptif dan confirmatory factor analysis (CFA). Hasil penelitian ini menemukan bahwa terdapat faktor yang paling tinggi yang bisa menyebabkan konsumen melakukan impulsive buying yaitu merek atau brand. Studi ini diharapkan dapat digunakan sebagai bahan pertimbangan konsumen agar tidak menjadi impulsive buying di e-commerce dan menjadi bahan pengambilan keputusan terhadap pemicu untuk tidak menjadi kebutuhan saat adanya program e-commerce. Kata kunci: impulsive buying, e-commerce, Shopee, confirmatory factor analysis ******** ABSTRACT Hardyansah, 2024: Impulsive Buying E-Commerce Analysis Case Study On Shopee Users. Thesis, Jakarta: Bachelor of Applied Digital Marketing Study Program, Jakarta State University. Supervising team: Dr. Christian Wiradendi Wolor, SE., MM and Rahmi, S.E., M.S.M. The research aims to find out what factors influence the impulsive buying behavior of e-commerce Shopee users where a survey was conducted on 120 people in Jabodetabek using a quantitative method of distributing questionnaires online. This research uses data collection techniques, namely questionnaires and literature study. This research uses analytical techniques with descriptive analysis and confirmatory factor analysis (CFA). The results of this research found that there is the highest factor that can cause consumers to do impulsive buying, namely the brand. It is hoped that this study can be used as consideration for consumers so that they do not become impulsive buyers in e-commerce and as material for decision making regarding triggers that do not become a necessity when there is an e-commerce program. Keywords: impulsive buying, e-commerce, Shopee, confirmatory factor analysis

Item Type:	Thesis (Diploma)
Additional Information:	1). Dr. Christian Wiradendi Wolor, SE.,MM. 2). Rahmi, S.E.,M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Hardyansah .
Date Deposited:	27 Feb 2024 01:11
Last Modified:	27 Feb 2024 01:11
URI:	http://repository.unj.ac.id/id/eprint/45079

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