Nadya, Audi (2019) Pengaruh Perceived Ease Of Use, Perceived Usefulness Dan Sales Promotion Terhadap Impulse Buying Pada Pengguna Aplikasi Shopee Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh perceived ease of use, perceived usefulness dan sales promotion terhadap impulse buying pada pengguna aplikasi Shopee di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 100 responden, dimana penyebaran kuesioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang berdomisili di Kota Malang atau menetap sementara di Kota Malang yang pernah menggunakan aplikasi Shopee minimal lima kali. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 20. Hasil penelitian menunjukkan bahwa dari ketiga variabel yaitu pengaruh perceived ease of use, perceived usefulness dan sales promotion, ketiganya memiliki pengaruh positif signifikan terhadap impulse buying.
English Abstract
This study aims to discover the influence of perceived ease of use, perceived usefulness, and sales promotion towards impulse buying of Shopee mobile application consumers in Malang City. This type of research is explanatory research that explains or proves the relationship or influence between independent and dependent variables. This study used a sample of 100 respondents where questionnaires were conducted in Malang City. Sampling uses a non-probability sampling method with a purposive sampling technique. The sample consisted of respondents who were domiciled in Malang City or temporarily settled in Malang City who already made transactions at least five times on Shopee mobile application. The data analysis using Multiple Linear Regression Analysis processed through SPSS software ver. 20. The results of the study shows that the three variables which is, perceived ease of use, perceived usefulness, and sales promotion, have a significant effect on impulse buying.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/512/051908080 |
| Uncontrolled Keywords: | Perceived Ease of Use, Perceived Usefulness, Sales Promotion, Impulse Buying, Perceived Ease of Use, Perceived Usefulness, Sales Promotion, Impulse Buying |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Sep 2020 04:20 |
| Last Modified: | 09 Jul 2024 04:02 |
| URI: | http://repository.ub.ac.id/id/eprint/174127 |
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