Larasati, Feby Ayu (2024) Analisis Pengaruh Diskon, Promosi, Dan Kepercayaan Konsumen Pada Keputusan Pembelian Di Shopee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
One of the successes of Shopee in remaining trusted by consumers is paying close attention to the supporting factors for this success, starting from providing information on discounts and promotions which ensure that consumer trust always sides with Shopee from year to year. This research aims to analyze and identify the influence of discounts, promotions and consumer trust on purchasing decisions. Research was conducted on consumers or customers who have made purchases at Shopee in the last few months with a total population of 105 people. The sample intended was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert Scale with a Scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that discounts, promotions and consumer trust have a significant influence on purchasing decisions. Keywords: Discounts, Promotions, Consumer Trust and Purchasing Decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FEBY AYU LARASATI |
| Date Deposited: | 15 Jul 2024 03:17 |
| Last Modified: | 15 Jul 2024 03:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12665 |
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