Efektivitas aplikasi m-commerce zalora sebagai media komunikasi pemasaran dalam mempengaruhi keputusan pembelian konsumen = Zalora’s m-commerce application effectivity as a marketing communication media in influencing customer purchase decision

Khairunnisa, Nadine Astari (2017) Efektivitas aplikasi m-commerce zalora sebagai media komunikasi pemasaran dalam mempengaruhi keputusan pembelian konsumen = Zalora’s m-commerce application effectivity as a marketing communication media in influencing customer purchase decision. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi informasi dan komunikasi yang pesat tiap tahunnya melahirkan sebuah inovasi yang disebut dengan aplikasi MCommerce.Melalui M-Commerce, setiap individu hingga instansi tertentu dapat melakukan kegiatan jual beli secara online melalui perangkat nirkabel mereka, salah satunya dengan smartphone. Melihat fenomena tersebut, Zalora yang merupakan perussahaan E-Commerce berbasis B2C meluncurkan aplikasi MCommerce yang memiliki tujuan untuk menarik perhatoan konsumen dalam melakukan pembelian secara online. Tujuan penelitian ini adalah untuk melihat apakah penggunaan aplikasi MCommerce Zalora dapat berfungsi secara efektif dalam mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner secara online kepada responden yakni pengguna aplikasi M-Commerce Zalora dengan rentang usia 20 hingga 40 tahun., memiliki status pendidikan dan pekerjaan sebagai mahasiswa, Pegeawai Negeri Sipil, Pegawai Negeri Swasta, Wiraswasta atau pekerjaan lainnya. Hasil data dari penyebaran kuesioner kemudian diolah menggunakan program SPSS22. Hasil penelitian menunjukkan bahwa aplikasi M-Commerce Zalora efektif dalam mempengaruhi keputusan pembelian konsumen dengan persentase sebesar 77,6%./ The rapid development of information and communication technology resulted in an innovative called M-Commerce Application. M-Commerce application enabling individuals or certain institution to peform online purchase procedure through their wireless devices – smartphone is one of them. Seeing this phenomenon, Zalora as B2C-based ECommerce company released an M-Commerce application aimed to enhance consumer’s attractiveness in choosing online transaction. This study aims to measure Zalora’s M-Commerce application effectivity as a marketing communication media towards consumer purchase decision. This study ia a quantitive study by distributing questionaires via online to the respondent who are using Zalora’s M-Commerce application. Their age range from 20 years old to 40 years old. Their occupation vary from college student, civil servant, private employee, entrepreneur or others. Data analysis is using SPSS22. The result showed that Zalora’s M-Commerce application ios having an effective influence as marketing communication media towards consumer purchase decision with the percentage around 77, 6 %.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Khairunnisa, Nadine AstariNIM00000004135DINEMARSHALS@HOTMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorGinting, Magdalena LestariNIDN0330088502UNSPECIFIED
Uncontrolled Keywords: Purchase Decision; Application Mobile Commerce; Marketing Communication; Zalora
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 16 Oct 2018 07:59
Last Modified: 29 Jul 2020 06:44
URI: http://repository.uph.edu/id/eprint/1737

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