PENGARUH PROMOSI PENJUALAN, WORD OF MOUTH DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF PADA E-COMMERCE SHOPEE DI KOTA PALEMBANG

ANDINI, FIONI PUTRI and Maulana, Ahmad and Rosa, Aslamia (2022) PENGARUH PROMOSI PENJUALAN, WORD OF MOUTH DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF PADA E-COMMERCE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Along with the development of digital transactions, e-commerce transactions in Indonesia continue to increase from year to year. During the pandemic, the value of e-commerce transactions soared up by 91% with the market controlled by Shopee. This phenomenon makes Shopee carry out several strategies in attracting consumers to make impulsive purchases. The purpose of this study was to determine the effect of sales promotion, word of mouth, and hedonic shopping motivation on impulsive purchases on Shopee E-commerce. The research method used in this study is a quantitative method. The research was conducted on Shopee customers in Palembang who had made online purchases, with a sample of 92 respondents. Sampling was carried out using nonprobability sampling with purposive sampling techniques. The data used in this study were primary data obtained through the distribution of questionnaires. Furthermore, the data that has been collected is then quantitatively analyzed using multiple linear regression analysis. The results of the analysis show that sales promotion, word of mouth and hedonic shopping motivation together have a significant effect on the impulsive purchase of Shopee e-commerce in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Promosi penjualan, Word Of Mouth, Motivasi Belanja Hedonis, Pembelian Impulsif
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Fioni Putri Andini
Date Deposited:	03 Feb 2023 03:27
Last Modified:	09 Mar 2023 04:32
URI:	http://repository.unsri.ac.id/id/eprint/88542

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