Analisis Pengaruh Diskon, Promosi, Dan Kepercayaan Konsumen Pada Keputusan Pembelian Di Shopee
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Larasati, Feby Ayu
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-07-15 03:17:35
Abstract :
One of the successes of Shopee in remaining trusted by consumers is paying close attention to the supporting factors for this success, starting from providing information on discounts and promotions which ensure that consumer trust always sides with Shopee from year to year. This research aims to analyze and identify the influence of discounts, promotions and consumer trust on purchasing decisions. Research was conducted on consumers or customers who have made purchases at Shopee in the last few months with a total population of 105 people. The sample intended was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert Scale with a Scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that discounts, promotions and consumer trust have a significant influence on purchasing decisions. Keywords: Discounts, Promotions, Consumer Trust and Purchasing Decisions
One of the successes of Shopee in remaining trusted by consumers is paying close attention to the supporting factors for this success, starting from providing information on discounts and promotions which ensure that consumer trust always sides with Shopee from year to year. This research aims to analyze and identify the influence of discounts, promotions and consumer trust on purchasing decisions. Research was conducted on consumers or customers who have made purchases at Shopee in the last few months with a total population of 105 people. The sample intended was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert Scale with a Scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that discounts, promotions and consumer trust have a significant influence on purchasing decisions. Keywords: Discounts, Promotions, Consumer Trust and Purchasing Decisions
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