PENGARUH PROMOSI MEDIA SOSIAL DAN SISTEM PEMBAYARAN ELEKTRONIK TERHADAP KEPUTUSAN PEMBELIAN PADA PT. SHOPEE INDONESIA (STUDI KASUS PADA PENGGUNA MARKETPLACE DI BANDAR LAMPUNG)

HIRMAJA, NANDO (2022) PENGARUH PROMOSI MEDIA SOSIAL DAN SISTEM PEMBAYARAN ELEKTRONIK TERHADAP KEPUTUSAN PEMBELIAN PADA PT. SHOPEE INDONESIA (STUDI KASUS PADA PENGGUNA MARKETPLACE DI BANDAR LAMPUNG). Strata 1 thesis, universitas teknokrat indonesia.

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Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh promosi media sosial dan sistem pembayaran elektronik terhadap keputusan pembelian melalui pada PT Shopee Indonesia. Populasi dalam penelitian ini adalah masyarakat pengguna Shopee di Bandar Lampung, dan sampel mengambil keseluruhan dari populasi dengan menggunakan metode pengambilan sample nonprobability sampling. Hasil penelitian menunjukkan bahwa promosi media sosial dan sistem pembayaran elektronik secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian pada PT Shopee Indonesia. Hasil penelitian juga menunjukkan bahwa promosi media sosial dan sistem pembayaran elektronik secara simultan berpengaruh signifikan terhadap keputusan pembelian pembelian pada PT Shopee Indonesia. Hasil koefisien determinasi (R2) sebesar 0,974 atau 97,4%, hal ini menunjukkan bahwa sebesar 97,4% variabel keputusan pembelian dapat dipengaruhi oleh promosi media sosial dan sistem pembayaran elektronik. Sedangkan sisanya 2,6% terdapat pada variabel lain yang tidak berada atau tidak diteliti pada penelitian ini. Kata Kunci: Promosi Media Sosial, Sistem Pembayaran Elektronik, Shopee Abstract This study aims to determine the influence of social media promotion and electronics payment systems on purchase decisions At PT Shopee Indonesia. The population in this study is the community of Shopee users in Bandar Lampung, and the sample takes the entire population using the non-probability sampling method. The results showed that the social media promotion and electronics payment systems partially had a positive and significant effect on purchase decisions At PT Shopee Indonesia. The results also show that social media promotion and electronics payment systems simultaneously have a significant effect on Purchase Decisions At PT Shopee Indonesia. Meanwhile, based on the coefficient of determination (R2) of 0.974 or 97,4%, this shows that 97,4% of the purchasing decision variables can be influenced by social media promotion and electronics payment systems. While the remaining 2,6% are in other variables that are not or are not examined in this study. Keyword: Social Media Promotion, Electronics Payment Systems, Shopee

Item Type: Thesis (Strata 1)
Uncontrolled Keywords: Social Media Promotion, Electronics Payment Systems, Shopee
Subjects: MANAJEMEN > Konflik Dan Manajemen Konflik
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Asep Haikal Kurniawan S.IP., M.A
Date Deposited: 27 Feb 2023 08:37
Last Modified: 27 Feb 2023 08:37
URI: http://repository.teknokrat.ac.id/id/eprint/4450

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