PENGARUH DISKON, GRATIS ONGKIR DAN IKLAN DIGITAL TERHADAP PERILAKU KONSUMTIF DALAM BELANJA ONLINE DI JAKARTA TIMUR

RANIA AYU HANIFAH, . (2025) PENGARUH DISKON, GRATIS ONGKIR DAN IKLAN DIGITAL TERHADAP PERILAKU KONSUMTIF DALAM BELANJA ONLINE DI JAKARTA TIMUR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh diskon, gratis ongkos kirim, dan promosi iklan digital terhadap kecenderungan belanja impulsif secara online di kalangan warga RW 06, Kelurahan Makasar, Jakarta Timur. Populasi penelitian berjumlah 3.558 orang, dengan sampel terpilih sebanyak 360 responden yang dipilih secara acak. Data primer dikumpulkan melalui penyebaran kuesioner. Metode analisis yang digunakan meliputi analisis deskriptif-asosiatif, uji asumsi klasik, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa ketiga variabel tersebut secara bersamaan memengaruhi perilaku konsumtif belanja daring. Selain itu, masing-masing faktor juga memberikan dampak yang signifikan secara individual. Kata kunci : Diskon, Gratis Ongkir, Iklan Digital, Perilaku Konsumtif. ***** This study aims to evaluate the influence of discounts, free shipping, and digital advertising promotions on the tendency of impulsive online shopping among residents of RW 06, Makasar Sub-district, East Jakarta. The research population consisted of 3,558 individuals, with a selected sample of 360 respondents chosen randomly. Primary data were collected through questionnaires. The analytical methods used included descriptive-associative analysis, classical assumption tests, and multiple linear regression. The results indicate that the three variables collectively influence consumer behavior in online shopping. Furthermore, each factor also has a significant individual impact. Keywords: Discount, Free Shipping, Digital Advertising, Consumer Behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Suparno, S.Pd., M.Pd. ; 2). Siti Fatimah Zahra, S.E.I., M.E.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Ekonomi
Depositing User:	Rania Ayu Hanifah .
Date Deposited:	20 Aug 2025 03:46
Last Modified:	20 Aug 2025 03:46
URI:	http://repository.unj.ac.id/id/eprint/61496

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