Lim, David Chandra (2021) Pengaruh faktor perceived price, keamanan, dan promosi terhadap keputusan pembelian konsumen di e-commerce. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Objek dari penelitian ini adalah Lazada, yang merupakan salah satu tempat berbelanja online atau E-commerce di Indonesia. subjek dalam penelitian ini adalah konsumen yang telah melakukan pembelian di Lazada. Konsumen yang telah membeli produk di Lazada, sangat memahami beberapa pentingnya Perceived Price, kemananan promosi di Lazada dengan keputusan mereka untuk membeli barang di E-commerce Lazada. Penelitian ini diikuti oleh 121 Responden dengan metode pengumpulan data kuesioner online, dan pengelolaan data menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan bantuan software SmasrtPLS. Hasil dari penelitian ini adalah Perceived Price berpengaruh negatif terhadap keputusan pembelian di E�commerce Lazada, Keamanan tidak berpengaruh positif terhadap keputusan pembelian di E-commerce Lazada, sedangkan promosi berpengaruh postif terhadap keputusan pembelian di E-commerce Lazada.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | precieved price; keamanan; promosi; keputusan pembelian; Lazada | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 13914 not found. | ||||||||
Date Deposited: | 13 Jul 2021 08:25 | ||||||||
Last Modified: | 13 Jul 2021 08:25 | ||||||||
URI: | http://repository.uph.edu/id/eprint/40512 |
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