Saputra, Sevira Maulani (2022) Pengaruh Website Quality, Kesadaran Fashion, Perceived Product Quality, Dan Program Shopee Affiliate Terhadap Peningkatan Pembelian Impulsif Pada Pengguna E-Commerce Shopee. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh website quality, kesadaran fashion, perceived product quality, dan program Shopee affiliates terhadap peningkatan pembelian impulsif pada pengguna e-commerce Shopee. Meningkatnya belanja secara online mengakibatkan timbulnya perilaku belanja tidak rasional seperti pembelian secara impuls, yang memberikan kontribusi besar terhadap pelaku e-commerce. Landasan teori yang digunakan dalam penelitian ini adalah teori customer behavior. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui survei online dan data sekunder. Teknik analisa data yang digunakan ada tiga tahapan yaitu statistik deskriptif, statistik inferensial, Structural Equation Modeling (SEM) untuk menganalisis empat hipotesis yang ada. Hasil penelitian ini menunjukan bahwa website quality, kesadaran fashion dan program Shopee affiliate tidak terdapat pengaruh antara tiga variabel tersebut dengan pembelian impulsif pada e-commerce Shopee. Namun dari hasil penelitian ini perceived product quality memiliki pengaruh terhadap pembelian impulsif secara positif dan signifikan. Terakhir, penelitian ini memberikan kontribusi secara teoritis dan manajerial agar dapat meningkatkan peluang pembelian oleh konsumen tanpa mempertimbangkan faktor lain..
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | website quality; fashion consciousness; perceived product quality; impulse; buying behaviour | ||||||||
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: | SEVIRA MAULANI | ||||||||
Date Deposited: | 08 Sep 2022 02:38 | ||||||||
Last Modified: | 08 Sep 2022 02:38 | ||||||||
URI: | http://repository.uph.edu/id/eprint/50275 |
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