PENGARUH TAGLINE "SHOPEE 9.9 SUPER SHOPPING DAY" TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG)

PRECILIA, ALDONA and Wahab, Zakaria and Widad, Ahmad (2019) PENGARUH TAGLINE "SHOPEE 9.9 SUPER SHOPPING DAY" TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Tagline Shopee dengan dimensi Familiarity, Differentiation, dan Message of Value secara parsial dan simultan terhadap keputusan pembelian. Ruang lingkup penelitian hanya membahas pengaruh Tagline Shopee " Shopee 9.9 Super Shopping Day" terhadap keputusan pembelian. Rancangan penelitian ini adalah bersifat kausal yang terdiri dari variabel independen (X) yaitu Tagline dan variabel dependen (Y) yaitu Keputusan Pembelian. Data yang digunakan adalah data primer. Metode pengumpulan data yang digunakan dalam penelitian ini melalui kuesioner. Metode pengambilan sampel bersifat tidak acak (non-probability sampling) dengan teknik purposive sampling. Berdasarkan hasil pengujian empiris, pengaruh variabel Tagline Shopee (X) terhadap variabel Keputusan Pembelian (Y) secara simultan dapat diterima dengan pengaruh signifikan sebesar 45,7%. Sedangkan secara parsial dapat diterima dimensi Differentiation dan Message of Value berpengaruh signifikan terhadap keputusan pembelian, sementara dimensi Familiarity tidak berpengaruh signfikan terhadap keputusan pembelian.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	tagline, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 2053 not found.
Date Deposited:	11 Oct 2019 04:44
Last Modified:	11 Oct 2019 04:44
URI:	http://repository.unsri.ac.id/id/eprint/11436

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