Ezzana, Nora Shania (2022) Pengaruh Daya Tarik Iklan, Potongan Harga, Promosi, Dan Brand Image Terhadap Minat Beli Pada Aplikasi Shopee Di Kota Gresik. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The development of technology at this time is growing rapidly and sophisticated. The number of sophisticated gadgets with progress coupled with the internet. In our country Indonesia is developing where the population now has an open mind with technological advances. This is very influential on internet usage in Indonesia, which always increases every year, especially in the field of buying and selling online. This study aims to determine the effect of advertising attractiveness, price discounts, promotions, and brand image on buying interest in the Shopee application. This research was conducted by collecting data through questionnaires distributed to respondents via Google Form. Questionnaires were distributed to shopee application users in the Gresik city area. The analysis was carried out using SPSS version 23. The results showed that the attractiveness of advertising, price discounts, brand image had a positive and significant effect on the buying interest of Shopee users in the city of Gresik. Meanwhile, promotion has a negative and insignificant effect on the buying interest of Shopee users in Gresik city
| 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: | NORA SHANIA EZZANA |
| Date Deposited: | 02 Aug 2022 04:05 |
| Last Modified: | 02 Aug 2022 04:05 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9500 |
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