PENGARUH PROMOSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE PADA MAHASISWA JAKARTA TIMUR

NADYA CHAIRUNISA, . (2020) PENGARUH PROMOSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE PADA MAHASISWA JAKARTA TIMUR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh promosi dan kepercayaan terhadap keputusan pembelian di Shopee pada Mahasiswa Jakarta Timur. Penelitian ini dilakukan di Universitas yang berada di wilayah Jakarta Timur selama 7 (tujuh) bulan, terhitung sejak Januari 2020 sampai dengan Juli 2020. Metode penelitian yang digunakan adalah metode survei dengan pendekatan korelasional, populasi yang digunakan adalah mahasiswa yang berkuliah di Universitas wilayah Jakarta Timur. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling sebanyak 147 orang dengan hasil yang didapat dari penelitian ini adalah (1) Terdapat pengaruh yang positif dan signifikan antara promosi terhadap keputusan pembelian, (2) Terdapat pengaruh yang positif dan signifikan antara kepercayaan terhadap keputusan pembelian. ABSTR The Influence of Promotion and Trust Towards on Purchasing Decision atShopee in East Jakarta Students. Faculty of Economics, State University of Jakarta.This research is conducted with the aim to know the influence of promotion and trusttowards on purchasing decision at Shopee in East Jakarta students. The research was conducted at the university in East Jakarta for 7 (seven) months, from January 2020 to July 2020. The method of study used is a method of survey with correlational approach, the population used is a student who lectures at the University of East Jakarta area. Thesampling techniques used were purposive sampling techniques of 147 people. The simple linear regression equation produced by X₁against YisŶ = 10,770 + 0,745 X₁ and the simple linear regression equation produced byX₂ withY isŶ = 39,805 + 0,558 X₂. Test requirements analysis, namely test normality with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05and generate a significant level Yamounted to 0,200, X₁amounted to 0,200, and X₂amounted to 0,098. The significance of the three variables > 0,05, can be concluded that the three data are normal distribution and can be used for subsequent analysis. Test the interference linearity regression of the Yover X₁and Yover X₂generates significance values in linearity, which is 0,000 < 0,05, so that it can be concluded that it has a linear influence. Next, done test t and produce Ytop X₁tcount=8,327and ttable= 1,976and Yover X₂tcount= 6,411and ttable= 1,976. The correlation coefficient value between the promotion variable (X₁)against the purchase decision variable (Y)of 0,569and the correlation coefficient value between the trust variable (X₂)to the purchase decision variable (Y)of 0,470. Thus, there is a positive and significant influence between the promotion to purchasing decisions and the positive and significant influence between trust in purchasing decisions. Thus, there is a positive and significant influence between promotion and trust inpurchasing decisions. Coefficient of determination Ytop X₁obtained at 0,323indicating that 32,3%of purchase decision variables are determined by promotion. Meanwhile, the remaining 67,7%is influenced by other factors. Coefficient of determination Ytop X₂obtained at 0,221indicating that 22,1%of purchase decision variables are determined by trust. Meanwhile, the remaining 77,9%is influenced by other factors.Keywords : Purchase Decision, Promotion,and Trust

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat, MM, M.Si ; 2). Ryna Parlyna, MBA
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 4727 not found.
Date Deposited:	08 Sep 2020 19:37
Last Modified:	08 Sep 2020 19:40
URI:	http://repository.unj.ac.id/id/eprint/9834

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