Laeli, Zaqqiyah Farah and Saiful Rahman Yuniarto, S.Sos. M.AB (2024) Pengaruh Discount dan Promotion terhadap Purchase Decision melalui Impulse Buying sebagai Variabel Mediasi pada Produk Somethinc di Shopee (Survei pada Mahasiswa Aktif di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh, Discount terhadap Impulse Buying, Promotion terhadap Impulse Buying, Discount terhadap Purchase Decision, Promotion terhadap Purchase Decision, Impulse Buying terhadap Purchase Decision, Discount terhadap Purchase Decision melalui Impulse Buying, dan Promotion terhadap Purchase Decision melalui Impulse Buying. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini adalah mahasiswa di Kota Malang yang pernah membeli produk Somethinc di Shopee yaitu berjumlah 180 responden. Metode pengumpulan data dilakukan dengan menggunakan kuesioner sesuai kriteria yang telah ditentukan. Data yang dikumpulkan dianalisis menggunakan analisis deskriptif dan path analysis dengan software SmartPLS 4.0.9.9. Hasil penelitian ini menunjukkan bahwa: (1) Discount berpengaruh positif dan signifikan terhadap Impulse Buying. (2) Promotion berpengaruh positif dan signifikan terhadap Impulse Buying. (3) Discount berpengaruh positif dan signifikan terhadap Purchase Decision. (4) Promotion berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Impulse Buying berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Discount berpengaruh positif dan signifikan terhadap Purchase Decision melalui Impulse Buying. (7) Promotion berpengaruh positif dan signifikan terhadap Purchase Decision melalui Impulse Buying.
English Abstract
This study aims to determine and explain the influence of Discount on Impulse Buying, Promotion on Impulse Buying, Discount on Purchase Decision, Promotion on Purchase Decision, Impulse Buying on Purchase Decision, Discount on Purchase Decision through Impulse Buying, and Promotion on Purchase Decision through Impulse Buying. This study is an explanatory research with a quantitative approach. The sample used in this study were students in Malang City who had bought Somethinc products at Shopee, totaling 180 respondents. The data collection method was carried out using a questionnaire based on citeriteria. The data analysis method used descriptive analysis and path analysis with SmartPLS 4.0.9.9 software. The results of this study indicate that: (1) Discount has a positive and significant effect on Impulse Buying. (2) Promotion has a positive and significant effect on Impulse Buying. (3) Discount has a positive and significant effect on Purchase Decision. (4) Promotion has a positive and significant effect on Purchase Decision. (5) Impulse Buying has a positive and significant effect on Purchase Decision. (6) Discount has a positive and significant effect on Purchase Decision through Impulse Buying. (7) Promotion has a positive and significant effect on Purchase Decision through Impulse Buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030071 |
| Uncontrolled Keywords: | Discount, Promotion, Purchase Decision, Impulse Buying |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 03 May 2024 05:18 |
| Last Modified: | 03 May 2024 05:18 |
| URI: | http://repository.ub.ac.id/id/eprint/218854 |
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