Pengaruh Strategi Promosi Terhadap Niat Beli Konsumen Pada Aplikasi Shopee Yang Di Mediasi Sikap Konsumen ( kasus Mahasiswa Universitas Muhammadiyah Surakarta

Santoso, Alan Budi and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) Pengaruh Strategi Promosi Terhadap Niat Beli Konsumen Pada Aplikasi Shopee Yang Di Mediasi Sikap Konsumen ( kasus Mahasiswa Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Promotional Strategies on Consumer Purchase Intentions on Shopee Applications Mediated by Consumer Attitudes (case of Muhammadiyah University Students, Surakarta). The population and sample of this study were students of the University of Muhammadiyah Surakarta in this study as many as 102 respondents. The type of data used in this study is primary data. The method of collecting data is using a questionnaire and processed using the Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that if advertising had no effect on consumers' purchase intentions, celebrity endorsers had a significant positive effect on consumers' purchase intentions, and discounts had a significant positive effect on purchase intentions. Advertising has a significant positive effect on consumer attitudes. Celebrity endorsers have a significant positive effect on consumer attitudes. Discounts have a significant positive effect on consumer attitudes and advertising, celebrity endorsers and discounts have a significant positive effect on consumer buying intentions mediated by consumer attitudes.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Advertising, Celebrity Endorser, Discount, Purchase Intention, Attitude
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALAN BUDI SANTOSO
Date Deposited:	26 Jul 2022 04:47
Last Modified:	26 Jul 2022 04:47
URI:	http://eprints.ums.ac.id/id/eprint/101940

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