Pengaruh Kualitas Pelayanan dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Syarif, Agil rahmad
Subject
HF Commerce
Datestamp
2023-10-04 01:46:16
Abstract :
ABSTRAK Tujuan penelitian ini yaitu agar dapat menelaah dampak dari Kualitas Pelayanan dan Promosi Penjualan terhadap Keputusan Pembelian pada Aplikasi Tokopedia di Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya. Penelitian tersebut menerapkankan metode deskriptif kuantitatif dengan mengumpulkan data primer melalui wawancara atau interview serta kuisioner penelitian. Sebanyak 100 responden diambil sebagai sampel penelitian dengan menerapkan tekhnik Purposive Sampling. Alasan memilih metode tersebut karena menggunakan teknik penentuan sampel berlandaskan pertimbangan dan kriteria tertentu. Berdasarkan output penelitian, ditemukan bahwa pengaruh variabel Kualitas Pelayanan dan variabel Promosi berpengaruh signifikan terhadap variabel Keputusan Pembelian. Kata Kunci: Pengaruh Kualitas Pelayanan, Promosi Penjualan, dan Keputusan Pembelian. ABSTRACT The purpose of this study is to examine the impact of Service Quality and Sales Promotion on Purchasing Decisions on the Tokopedia Application at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. The study applied quantitative descriptive methods by collecting primary data through interviews or interviews and research questionnaires. A total of 100 respondents were taken as research samples by applying the Purposive Sampling technique. The reason for choosing this method is because it uses sampling techniques based on certain considerations or criteria. Based on the research output, it was found that the influence of Service Quality variables and Promotion variables had a significant effect on Purchasing Decision variables. Keywords: The Effect of Service Quality, Sales Promotion, and Purchasing Decisions.
ABSTRAK Tujuan penelitian ini yaitu agar dapat menelaah dampak dari Kualitas Pelayanan dan Promosi Penjualan terhadap Keputusan Pembelian pada Aplikasi Tokopedia di Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya. Penelitian tersebut menerapkankan metode deskriptif kuantitatif dengan mengumpulkan data primer melalui wawancara atau interview serta kuisioner penelitian. Sebanyak 100 responden diambil sebagai sampel penelitian dengan menerapkan tekhnik Purposive Sampling. Alasan memilih metode tersebut karena menggunakan teknik penentuan sampel berlandaskan pertimbangan dan kriteria tertentu. Berdasarkan output penelitian, ditemukan bahwa pengaruh variabel Kualitas Pelayanan dan variabel Promosi berpengaruh signifikan terhadap variabel Keputusan Pembelian. Kata Kunci: Pengaruh Kualitas Pelayanan, Promosi Penjualan, dan Keputusan Pembelian. ABSTRACT The purpose of this study is to examine the impact of Service Quality and Sales Promotion on Purchasing Decisions on the Tokopedia Application at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. The study applied quantitative descriptive methods by collecting primary data through interviews or interviews and research questionnaires. A total of 100 respondents were taken as research samples by applying the Purposive Sampling technique. The reason for choosing this method is because it uses sampling techniques based on certain considerations or criteria. Based on the research output, it was found that the influence of Service Quality variables and Promotion variables had a significant effect on Purchasing Decision variables. Keywords: The Effect of Service Quality, Sales Promotion, and Purchasing Decisions.
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