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Pengaruh Potongan Harga, E-WOM, dan Motivasi Hedonisme terhadap Pembelian Impulsif pada Pengguna E-commerce Shopee di Jawa Timur

Pitriani, Pitriani (2021) Pengaruh Potongan Harga, E-WOM, dan Motivasi Hedonisme terhadap Pembelian Impulsif pada Pengguna E-commerce Shopee di Jawa Timur. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Today’s world has entered the digital era or 4.0 industry era. All activities carried out by humans have been disrupted by the 4.0 era marked by the presence of the internet. A survey by AC Nielson that 85% of consumers often and always buy something that is not planned, 15% of consumers make purchase according to plan. Based on the results of the analysis that the discount has a positive effect 2,513 to impulsive buying with the level of significant 0,012<0,05. The result of that analysis calculation E-WOM (Electronic Word of Mouth) has an effect of 1,389 <1,96 which means it has no positive effect and with a level of significant 0,165>0,05 which means insignificant. The result of analysis the Hedonic Motivation have a significant positive of 5,245 with a level of significant 0,000<0,05.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: PITRIANI PITRIANI
Date Deposited: 11 Jun 2021 09:15
Last Modified: 11 Jun 2021 09:15
URI: http://eprints.perbanas.ac.id/id/eprint/7697

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