Wibowo, Satrio Adhi and Agung Nugroho Luthfi Imam F,, SAB., M.Bus Sys.Pro, Ph.D and Safarudin Hisyam Tualeka, S.Tr.Kom., MAB (2023) Analisis pengaruh faktor-faktor determinan purchase intention pada e-commerce shopee (Survei pada mahasiswa pengguna Shopee di Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan utama dari penelitian ini adalah untuk mengetahui bagaimana faktor-faktor determinan pada Purchase Intention pada E-commerce Shopee dengan menggunakan theory of planned behavior dan promosi penjualan sebagai dasar dari teori penelitian ini. Variabel yang digunakan dalam penelitian ini adalah Attitude Toward Behavior, Subjective Norms, Perceived Behavioural Control, Promosi Penjualan dan Purchase Intention. Jenis Penelitian ini adalah penelitian eksplanatori (explanatory research) serta metodologi penelitian yang dipakai adalah kuantitatif dengan sampel sebanyak 121 orang responden dengan teknik Purposive Sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis statistik deskriptif dan analisis regresi linear berganda dengan menggunakan program IBM SPSS versi 25.00. Berdasarkan hasil regresi linier berganda menunjukkan bahwa setiap variabel (Attitude Toward Behavior, Subjective Norms, Perceived Behavioural Control, dan Promosi Penjualan) yang diteliti memiliki pengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Promosi Penjualan memiliki pengaruh paling dominan terhadap Purchase Intention.
English Abstract
The main objective of this study is to find out how the determinants of Purchase Intention on E-commerce Shopee are by using the theory of planned behavior and sales promotion as the basis of this research theory. The variables used in this study are Attitude Toward Behavior, Subjective Norms, Perceived Behavioral Control, Sales Promotion and Purchase Intention. This type of research is explanatory research and the research methodology used is quantitative with a sample of 121 respondents using purposive sampling technique. Data analysis used in this research is descriptive statistical analysis and multiple linear regression analysis using IBM SPSS version 25.00. Based on the results of multiple linear regression, it shows that each variable (Attitude Toward Behavior, Subjective Norms, Perceived Behavioral Control, and Sales Promotion) studied has a positive and significant effect on Purchase Intention. In addition, Sales Promotion has the most dominant influence on Purchase Intention. Keywords:
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030111 |
| Uncontrolled Keywords: | Attitude Toward Behavior,Perceived Behavioural Control,Purchase Intention,Sales Promotion,Subjective Norms,Theory of Planned Behavior |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 29 Aug 2023 02:00 |
| Last Modified: | 29 Aug 2023 02:00 |
| URI: | http://repository.ub.ac.id/id/eprint/202680 |
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Text (DALAM MASA EMBARGO)
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