Pengaruh Promosi dan Digital Marketing Terhadap Keputusan Pembelian Melalui Mediasi Minat Beli Pada E-Commerce Shopee (Studi Kasus: Mahasiswa Aktif Universitas Muhammadiyah Surakarta)

Amalana, Arina and , Sidiq Permono Nugroho, S.E., M.M. (2022) Pengaruh Promosi dan Digital Marketing Terhadap Keputusan Pembelian Melalui Mediasi Minat Beli Pada E-Commerce Shopee (Studi Kasus: Mahasiswa Aktif Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) naspubb.pdf Download (583kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (930kB)
	PDF (Bab I) BAB I.pdf Download (354kB)
	PDF (Bab II) Bab II.pdf Restricted to Repository staff only Download (270kB) | Request a copy
	PDF (Bab III) Bab III.pdf Restricted to Repository staff only Download (279kB) | Request a copy
	PDF (Bab IV) Bab IV.pdf Restricted to Repository staff only Download (614kB) | Request a copy
	PDF (Bab V) Bab V.pdf Restricted to Repository staff only Download (160kB) | Request a copy
	PDF (Daftar Pustaka) Daftar Pusaka.pdf Download (149kB)
	PDF (Lampiran) Lampiran.pdf Restricted to Repository staff only Download (308kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Pernyataan Publikasi.pdf Restricted to Repository staff only Download (243kB) | Request a copy

Abstract

This study aims to analyze the effect of promotion and digital marketing on purchasing decisions through mediation of buying interest in Shopee e-commerce. The type of research used in this research is quantitative with a descriptive approach. The sampling method used is purposive sampling. The population or research objects selected are students who are in the Muhammadiyah University of Surakarta and also users of the Shopee application with the criteria of active students at the Muhammadiyah University of Surakarta semester 1 to semester 8 and also Shopee application users and have made purchases on the Shopee application at least twice. A number of samples used in this studi are 100 people based on the calculation of the Lemeshow formula. The method of data collection is by distributing online questionnaires using a microsoft form link. Data analysis used instrument test, classical assumption test, hypothesis test, and multiple linear regression analysis using Smart PLS 3.0 program. The results of the study show that promotion and digital marketing affect buying interest positively and significantly, besides this promotion has a positive effect on purchasing decisions but digital marketing variables do not have a positive effect on purchasing decisions, mediation of buying interest variables has a positive effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	E-commerce, Shopee, SmartPLS 3.0, Promotion, Digital Marketing, Buying Interest, Buying Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARINA AMALANA
Date Deposited:	04 Aug 2022 01:35
Last Modified:	04 Aug 2022 01:37
URI:	http://eprints.ums.ac.id/id/eprint/102404

Actions (login required)

View Item