PENGARUH SALES PROMOTION SHOPEE INDONESIA TERHADAP IMPULSIVE BUYING KONSUMEN STUDI KASUS: IMPULSIVE BUYING PADA MAHASISWA STIKS TARAKANITA

Oktivera, Elsie and Felita, Patricia PENGARUH SALES PROMOTION SHOPEE INDONESIA TERHADAP IMPULSIVE BUYING KONSUMEN STUDI KASUS: IMPULSIVE BUYING PADA MAHASISWA STIKS TARAKANITA. Jurnal Ilmu Komunikasi dan Bisnis, 4 (2). ISSN 2598-2443

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Pengaruh Sales Promotion Shopee Indonesia terhadap Impulse Buying Konsumen Studi Kasus Impulse Buying pada Mahasiswa STIKS Tarakanita.pdf
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Abstract

Abstract
The purpose of this research to know e-commerce marketing communication strategy that is Shopee
Indonesia, this site use sales promotion strategy with online media. Various interesting promotional
promotions make consumers often do impulsive buying. Development factors for the use of
information and communication technology (ICT) make it easier for consumers to make online
purchases.Researchers want to The Influence of Sales promotion Shopee Indonesian Decision
Impulsive buying Online at Student STIKS TARAKANITA. This research has 2 variable that is Sales
Promotion as X variable and Impulsive buying as variable Y. The theory used in this research is
communication theory, Marketing Communication, Mix of Promotion and Impulsive buying. This
research was conducted on March-July 2018 at STIKS Tarakanita. Methods This study uses
quantitative research methods using primary data, the questionnaires were distributed directly to
STIKS Tarakanita students with shopee accounts totaling 130 students. Test Validity, Reability,
Normality, Linearity, Regression Simple, Correlation, and Determination conducted in this study
processed using IBM SPSS Statistic 22.0. The results of this study there is influence of sales
promotion Shopee Indonesia to impulsive buying in STIKS Students Tarakanita 52% the remaining
48% influenced by other variables not included in this research model.
Keywords: Impulsive buying, Sales promotion, e-commerce, ICT.

Item Type: Article
Subjects: L Education > L Education (General)
Depositing User: Elsie Oktivera
Date Deposited: 05 Oct 2020 01:30
Last Modified: 05 Oct 2020 01:30
URI: http://repository.starki.id/id/eprint/220

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