Iman, Dariya Salsabila (2026) Pengaruh Pemasaran Digital, Electronic Word Of Mouth, Promosi, Dan Harga Terhadap Pembelian Impulsif E-Commerce Shopee Pada Gen Z Di Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study examines the relationship between Digital Marketing, Electronic Word of Mouth, Promotion, Price, and Impulsive Buying in Gen Z E-commerce in Surabaya. This study uses quantitative research through a consumer survey approach. The sampling technique used is purposive sampling. Data collection was carried out using a survey method through a Google form filled out by respondents. The research sample consisted of 250 respondents who had shopped on Shopee E-commerce. In this study, the test used in statistical analysis was hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | IMAN DARIYA SALSABILA |
| Date Deposited: | 09 Apr 2026 02:57 |
| Last Modified: | 09 Apr 2026 02:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14068 |
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