KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE PADA GENERASI MILENIAL DI KECAMATAN JOHAR BARU

• Main Author: Alia Engka Nadita Putri, (Author)
• Format: Book
• Published: 2021-03-27.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

This research is a quantitative study that aims to determine the effect of price, promotion, and EWOM on purchasing decisions at Shopee's e-commerce. This study uses the millennial generation of Shopee users in Johar Baru District as a sample.. Samples taken were 75 respondents with the side probability method. Data collection was carried out by distributing questionnaires. The data analysis technique used is descriptive analysis and inferential analysis with the analytical tool used is PLS (Partial Least Square) with a significant level of 5%. The results showed that Price has a correlation value of 0.786, Promotion correlation value of 0.156, and EWOM correlation value -0.104. From the analysis of the coefficient of determination, it can be explained that Price, Promotion, and EWOM affect Purchasing Decisions in Shopee e-commerce for the Millennial Generation in Johar Baru District by 68.5%, while the remaining 31.5% is influenced by other variables outside of this study.

Item Description

http://repository.upnvj.ac.id/23884/8/ABSTRAK.pdf
http://repository.upnvj.ac.id/23884/11/AWAL.pdf
http://repository.upnvj.ac.id/23884/7/BAB%201.pdf
http://repository.upnvj.ac.id/23884/1/BAB%202.pdf
http://repository.upnvj.ac.id/23884/2/BAB%203.pdf
http://repository.upnvj.ac.id/23884/9/BAB%204.pdf
http://repository.upnvj.ac.id/23884/10/BAB%205.pdf
http://repository.upnvj.ac.id/23884/3/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/23884/12/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/23884/4/LAMPIRAN.pdf
http://repository.upnvj.ac.id/23884/6/HASIL%20PLAGIARISME.pdf
http://repository.upnvj.ac.id/23884/5/ARTIKEL%20KI.pdf