Pengaruh Iklan Dan Sales Promotion Terhadap Keputusan Pembeli E-Commerce Tokopedia Di Onestop Electronics


This research is background by the increasing phenomenon of buying and selling transactions through e-commerce and one of the most popular ecommerce visitors today is Tokopedia, which has the most visitors, with an average of 157.4 million visitors per month. This study aims to determine and analyze how much influence advertising and sales promotion have on the decisions of e-commerce shoppers at Tokopedia at Onestop Electronics. The type of research used in this research is descriptive quantitative research. The sampling technique used in this research is probability sampling method with simple random sampling data collection technique and the number of samples is 90 respondents. The data used in this study are primary data and secondary data. Data collection techniques using the method of distributing questionnaires and observation. The testing technique in this study uses the validity test method, reliability test and descriptive statistical test for variables X1, X2 and Y. Statistical analysis in this study uses the Pearson product moment correlation coefficient test method, the coefficient of determination test and hypothesis testing in this study in the form of linear regression test. multiple, f test and t test. The results of this study partially, namely, there is a significant effect of the variable (X1) advertising and (X2) sales promotion on the variable (Y) the decision of Tokopedia e-commerce buyers at Onestop Electronics. From the results of the calculation of the coefficient of determination, it can be concluded that there is an influence of advertising and sales promotion on buyer decisions by 0,604 or 60.4% and 39.6% influenced by other variables outside of this study.


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Detail Information

Bagian Informasi
Dosen Pembimbing
Pengarang Alfirahmi - Personal Name (Pengarang)
Tamia Febrianti - Personal Name (Pengarang)
No. Panggil BAP DOS 2023
Subyek Advertising
Sales Promotion
Buyer's Decision
Klasifikasi J230003
GMD Jurnal
Penerbit Institut STIAMI
Tahun Terbit 2023
Tempat Terbit Jakarta


Citation

Alfirahmi. (2023).Pengaruh Iklan Dan Sales Promotion Terhadap Keputusan Pembeli E-Commerce Tokopedia Di Onestop Electronics(Publish).Jakarta:Institut STIAMI

Alfirahmi.Pengaruh Iklan Dan Sales Promotion Terhadap Keputusan Pembeli E-Commerce Tokopedia Di Onestop Electronics(Publish).Jakarta:Institut STIAMI,2023.Jurnal

Alfirahmi.Pengaruh Iklan Dan Sales Promotion Terhadap Keputusan Pembeli E-Commerce Tokopedia Di Onestop Electronics(Publish).Jakarta:Institut STIAMI,2023.Jurnal

Alfirahmi.Pengaruh Iklan Dan Sales Promotion Terhadap Keputusan Pembeli E-Commerce Tokopedia Di Onestop Electronics(Publish).Jakarta:Institut STIAMI,2023.Jurnal

 



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