WAHYU ANGGER PURNOMO, NPM 2001100143 (2024) PENGARUH GAYA HIDUP, DISKON, ULASAN PRODUK DAN GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE. Tugas_Akhir (Artikel) YUME : Journal of Management, 7 (3). pp. 673-681. ISSN 2641-851X (e-ISSN)
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Abstract
Tujuan penelitian ini untuk mengetahui pengaruh Gaya hidup, Diskon, Ulasan Produk dan Gratis Ongkos kirim terhadap keputusan pembelian di Shopee. Penelitian ini bersifat kuantitatif, yang menjadi tempat penelitian ini adalah Kampus Universitas LabuhanBatu. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi,dan kuesioner dengan menggunakan skala likert. Populasi dalam penelitian ini adalah seluruh mahasiswa Universitas LabuhanBatu Sampel dalam penelitian ini sebanyak 100 responden yang diambil menggunakan rumus coachroan. Teknik analisis data yang digunakan yaitu uji validitas, reliabilitas dan asumsi klasik. Metode analisis data dengan menggunakan regresi linear berganda dengan bantuan program aplikasi SPSS. Hasil penelitian ini secara parsial dan simultan menyatakan bahwa Gaya Hidup, Diskon, Ulasan Produk dan Gratis Ongkos Kirim berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee. Kata Kunci : Gaya Hidup, Diskon, Ulasan, Keputusan Pembelian ========================================================================== The purpose of this study was to determine the effect of Lifestyle, Discounts, Product Reviews and Free Shipping on purchasing decisions on Shopee. This study is quantitative, the location of this study is the Labuhan Batu University Campus. Data collection techniques used in the study were observation, and questionnaires using a Likert scale. The population in this study were all students of Labuhan Batu University. The sample in this study was 100 respondents taken using the coachroan formula. The data analysis techniques used were validity, reliability and classical assumption tests. The data analysis method used multiple linear regression with the help of the SPSS application program. The results of this study partially and simultaneously stated that Lifestyle, Discounts, Product Reviews and Free Shipping had a positive and significant effect on purchasing decisions on Shopee. Keywords : Lifestyle, Discounts, Reviews, Purchasing Decisions
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Gaya Hidup, Diskon, Ulasan, Keputusan Pembelian =========================== Lifestyle, Discounts, Reviews, Purchasing Decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 14 Apr 2025 08:31 |
| Last Modified: | 14 Apr 2025 08:31 |
| URI: | http://repository.ulb.ac.id/id/eprint/1262 |
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