PENGARUH SALES PROMOTION TERHADAP ONLINE IMPULSE BUYING : Survei pada Konsumen Gofood di Instagram Gofood Indonesia

• Main Author: Alifya Putri Maharani Sondra, - (Author)
• Format: Book
• Published: 2023-01-27.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/88728/1/S_MBS_1801621_TITLE.pdf; http://repository.upi.edu/88728/2/S_MBS_1801621_CHAPTER%201.pdf; http://repository.upi.edu/88728/3/S_MBS_1801621_CHAPTER%202.pdf; http://repository.upi.edu/88728/4/S_MBS_1801621_CHAPTER%203.pdf; http://repository.upi.edu/88728/5/S_MBS_1801621_CHAPTER%204.pdf; http://repository.upi.edu/88728/6/S_MBS_1801621_CHAPTER%205.pdf; http://repository.upi.edu/88728/7/S_MBS_1801621_APPENDIX.pdf
• Keywords: L Education (General)

Penelitian ini bertujuan untuk mengetahui seberapa besar Sales Promotions memengaruhi Online Impulse Buying pada konsumen Gofood di Instagram Gofood Indonesia. Jenis penelitian yang digunakan yaitu deskriptif dan verifikatif. Variabel bebas pada penelitian ini yaitu sales promotion (X) dan variabel terikat yaitu online impulse buying (Y). Pengambilan sampel pada penelitian ini menggunakan metode incidental sampling terhadap 390 responden. Uji instrumen digunakan uji validitas dan uji reliabilitas serta teknik analisis yang digunakan yaitu analisis regresi linier sederhana dengan alat bantu software SPSS 25.0 for windows. Hasil temuan pada penelitian ini menunjukkan bahwa gambaran sales promotion dan online impulse buying ada pada kategori cukup baik. Sales promotion pada penelitian ini memiliki pengaruh positif dan signifikan terhadap online impulse buying. Temuan ini menegaskan bahwa implementasi sales promotion pada Gofood Indonesia mampu meningkatkan online impulse buying pada konsumen Gofood Indonesia di Instagram Gofood Indonesia. This study aims to find out how much Sales Promotions influence Online Impulse Buying for Gofood consumers on Instagram Gofood Indonesia. The type of research used is descriptive and verification. The independent variable in this study is sales promotion (X) and the dependent variable is online impulse buying (Y). Sampling in this study using incidental sampling method of 390 respondents. The instrument test was used to test the validity and reliability tests as well as the analysis technique used, namely simple linear regression analysis with SPSS 25.0 for Windows software tools. The findings in this study indicate that the description of sales promotion and online impulse buying is in the fairly good category. Sales promotion in this study has a positive and significant influence on online impulse buying. These findings confirm that the implementation of sales promotion at Gofood Indonesia was able to increase online impulse buying for Gofood Indonesian consumers on Instagram Gofood Indonesia.