| dc.contributor.author | Tanriady, Inneke Lowrenza | |
| dc.date.accessioned | 2023-01-19T07:25:11Z | |
| dc.date.available | 2023-01-19T07:25:11Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/5710 | |
| dc.description | Recently, Indonesia get slowest economic growth in the last five years due to Covid-19 pandemic. The implementation of government policy such as Large-Scale SocialRestriction (PSBB) in 2020 to the policy of Micro-based Community ActivityRestriction Enforcement (PPKM Mikro) in early 2021. When people have a lot oftime at home, this thing triggers the consumptive behavior of ten million of middleclass people in Indonesia becomes the reason of e-commerce industry Indonesiawill keep on developing. Based on the result of interesting pre-survey to beresearched further as basic research that is related to the effect of sale promotionon impulsive buying. This research uses quantitative type research and has 146samples to support the research, so that the sampling in this research uses censustechnique in which the entire population to be sample. Data collection procedureuses questionnaire, while the measurement scale that is used Likert Scale. Dataanalysis technique that is used in this research is multiple linear regression andhypothesis testing uses t test. The result of the research shows that E-WOM affectssignificant on consumers’ impulsive buying of Shopee application. Sale promotionaffects significant on consumers’ impulsive buying of Shopee application. | en_US |
| dc.description.abstract | Saat ini Indonesia sedang mengalami pertumbuhan ekonomi paling lambat dalamlima tahun terakhir akibat adanya pandemi Covid-19. Penerapan kebijakanpemerintah seperti Pembatasan Sosial Berskala Besar (PSBB) pada tahun 2020sampai dengankebijakan Pemberlakuan Pembatasan Kegiatan Masyarakat berbasismikro (PPKM Mikro) pada awal tahun 2021. Ketika masyarakat memiliki banyakwaktu di rumah hal ini memicuPerilaku konsumtif dari puluhan juta orang kelasmenengah di Indonesia menjadi alasan industrie-commercedi Indonesia akan terusberkembang.Berdasarkan hasil pra surveymenarik untuk diteliti lebih lanjutsebagai dasar penelitian yang berkaitan dengan pengaruhsale promotionterhadapimpulsive buying.Penelitian ini menggunakan penelitian berjenis kuantitatif danmemiliki 146 sampel untuk mendukung penelitian,sehingga pengambilan sampelpada penelitian ini menggunakan teknik sensus, dimana seluruh populasi dijadikansampel. Prosedur pengumpulan data menggunakan kuesioner, sedangkan skalapengukuran yang digunakan adalah skala likert. Teknik analisis data yangdigunakan dalam penelitian ini regresi linear berganda dan pengujian hipotesismenggunakan uji t. Hasil penelitian menunjukkanE-WOMberpengaruh signifikanterhadapimpulsive buyingkonsumen pada aplikasi Shopee.Sale promotionberpengaruh signifikan terhadapimpulsive buyingkonsumen pada aplikasi Shopee. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | UNIVERSITAS CIPUTRA SURABAYA | en_US |
| dc.subject | E-Wom | en_US |
| dc.subject | Promosi Penjualan | en_US |
| dc.subject | Pembelian Impulsive | en_US |
| dc.title | Pengaruh Ewom Dan Sales Promotion Terhadap Impulsive Buying Produk Fashion Di Shopee Pada Mahasiswa Universitas Ciputra | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 20160233 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117235 | |
| dc.identifier.dosenpembimbing | Fanny Septina | |
