ANALISIS PENGARUH DIGITAL SALES PROMOTION TERHADAP MINAT BELI PENGGUNA GOPAY

LISA, DEKA SEPTA NORA and Ruskan, Endang Lestari (2023) ANALISIS PENGARUH DIGITAL SALES PROMOTION TERHADAP MINAT BELI PENGGUNA GOPAY. Undergraduate thesis, Sriwijaya University.

	Text RAMA_57201_09031281924068.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (6MB) | Request a copy
	Text RAMA_57201_09031281924068_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_57201_09031281924068_0017117801_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (647kB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (474kB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (288kB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (285kB) | Request a copy
	Text RAMA_57201_09031281924068_0017117801_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy

Abstract

PT. Karya Anak Bangsa or Gojek Indonesia provides a digital wallet service or better known as GoPay which functions to serve user transactions to make it easier for people to make transactions. However, in its implementation, there are still several complaints submitted by users via Instagram @GoPayindonesia, causing user disappointment and resulting in user buying interest. Based on this, it is necessary to measure the effect of GoPay's sales promotion and social media marketing. The purpose of this study is to find out how much influence sales promotion through social media has on users' interest in buying by distributing questionnaires to 120 followers of the @GoPayindonesia account. The data in this study were processed and analyzed using the SmartPls application which went through several stages, namely by testing the validity of the questionnaire using convergence validity to be calculated using outer loading and then using discriminant validity which was used using cross loading to determine whether the questionnaire was valid or not. Furthermore, the reliability test is carried out using composite reliability with the provisions of the Cronbach alpha value, and if it is considered valid and reliable, the next stage is to evaluate the inner model used to determine the effect of the relationship between constructs and proceed with determining the hypothesis using path analysis, namely the path coefficient. The results obtained from this study are, sales promotion has a direct effect on purchase intention, social media marketing has a direct effect on purchase intention, and sales promotion has a direct effect on purchase intention through social media marketing

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Sales Promotion, Social Media, Minat Beli, Dompet Digital
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General) T Technology > T Technology (General) > T58.5-58.64 Information technology > T58.5 General works Management information systems Cf. HD30.213 Industrial management Cf. HF5549.5.C6+ Communication in personnel management Cf. TS158.6 Automatic data collection systems (Production control)
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Deka Septa Nora Lisa
Date Deposited:	31 Mar 2023 01:35
Last Modified:	31 Mar 2023 01:35
URI:	http://repository.unsri.ac.id/id/eprint/92035

Actions (login required)

View Item