PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE LAZADA INDONESIA

PRANATA, ISMAIL YOGI INDRA and Wahab, Zakaria and Widiyanti, Marlina (2022) PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE LAZADA INDONESIA. Master thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of promotion and price on purchasing decisions on e-commerce Lazada Indonesia. The population in this study are all consumers who make purchases at Lazada Indonesia in 2021 using purposive sampling technique. The results of multiple linear regression analysis show that promotion has a positive and significant effect on purchasing decisions on e-commerce Lazada Indonesia. Price has a positive and significant effect on purchasing decisions on e-commerce Lazada Indonesia. In the promotion variable, it is necessary to add employees to the customer service department who are still consumers' complaints in responding to complaints. Providing new innovations in more attractive promotional programs such as collaborating with banks to provide discounted prices to consumers when making payments using certain banks. Free shipping program that is claimed by all for shipping throughout Indonesia using several shipping expeditions. On the price variable, Lazada should have a review of sellers who sell on Lazada e-commerce in determining prices. For sellers, don't charge admin fees which make product prices more expensive. In addition, it is necessary to increase promotions to provide more attractive discounts to attract consumers to make purchases Keywords: Promotion, Price, Purchase Decision

Item Type:	Thesis (Master)
Uncontrolled Keywords:	promosi, harga, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Ismail Yogi Indra Pranata
Date Deposited:	30 Aug 2022 08:13
Last Modified:	30 Aug 2022 08:13
URI:	http://repository.unsri.ac.id/id/eprint/78028

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