PENGARUH EFEKTIVITAS TAGLINE “GRATIS ONGKIR” TERHADAP PEMBELIAN PRODUK (STUDI TERHADAP MAHASISWA ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SRIWIJAYA YANG BELANJA MELALUI APLIKASI SHOPEE)

RIFALDI, SANJAYA and Andy Alfatih, Andy Alfatih and Krisna Murti, Krisna Murti (2022) PENGARUH EFEKTIVITAS TAGLINE “GRATIS ONGKIR” TERHADAP PEMBELIAN PRODUK (STUDI TERHADAP MAHASISWA ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SRIWIJAYA YANG BELANJA MELALUI APLIKASI SHOPEE). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine whether there is an effect of the effectiveness of the "Free Shipping" Tagline on product purchases and how much effect the effectiveness of the "Free Shipping" Tagline has on product purchases. The theory used to measure the effectiveness of the “Gratis Ongkir” Tagline (Independent variable) is the theory of the EPIC Model put forward by AC Nielsen (2000) in Durianto (2003:86) and for product purchasing decisions (dependent variable) using the purchasing decision theory of Kotler and Keller (2012:184). The method used in this study is a quantitative method with descriptive analysis techniques and explanatory analysis techniques using simple linear regression parametric statistical analysis tools. This research was conducted with a sample of 87 respondents, namely students of the Department of Communication Science, Faculty of Social and Political Sciences, Sriwijaya University. Collecting data in this study using questionnaires, observation, and documentation study techniques. From the research results obtained t count > t table , namely t count = 10.710 and t table = 1.072. This shows that there is an influence on the effectiveness of the "Free Shipping" Tagline on product purchases in the Shopee application. Get the results of a simple linear regression with the equation Y=7,891+1,072X. The magnitude of the influence of the X variable on the Y variable is 57,4%. Keywords: Effectiveness, Tagline, Purchase Decision, Shopee

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Efektivitas,Tagline, Keputusan Pembelian, Shopee
Subjects: P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
T Technology > T Technology (General) > T10.5-11.9 Communication of technical information
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Rifaldi Sanjaya
Date Deposited: 01 Feb 2023 08:03
Last Modified: 01 Feb 2023 08:03
URI: http://repository.unsri.ac.id/id/eprint/88953

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