Analisis pengaruh promo pada shopee terhadap keputusan pembelian dengan menggunakan metode pls-sem

Natalie, Vellyn (2024) Analisis pengaruh promo pada shopee terhadap keputusan pembelian dengan menggunakan metode pls-sem. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan berkembangnya tren berbelanja online, e-commerce menawarkan berbagai bentuk promo untuk menarik minat konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh promo berupa gratis ongkos kirim, diskon, dan flash sale terhadap keputusan pembelian di e-commerce Shopee, dengan mempertimbangkan variabel tambahan seperti positive emotions dan negative emotions yang berpotensi memengaruhi perilaku konsumen. Pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada 204 responden yang berbelanja di Shopee dan berdomisili di Medan. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) untuk mengevaluasi validitas dan reliabilitas, serta menguji hipotesis yang diajukan. Hasil penelitian menunjukkan bahwa variabel gratis ongkir dan diskon memiliki hubungan positif dengan emosi konsumen, baik positif maupun negatif, meskipun tidak selalu berpengaruh signifikan terhadap keputusan pembelian. Sebaliknya, promo flash sale cenderung tidak signifikan dalam memengaruhi keputusan pembelian. Faktor negative emotions ternyata memiliki pengaruh signifikan terhadap keputusan pembelian, sedangkan positive emotions tidak menunjukkan pengaruh yang kuat. Penelitian ini menyimpulkan bahwa meskipun promo dapat memicu emosi tertentu pada konsumen, dampaknya terhadap keputusan pembelian tidak selalu signifikan./ As online shopping trends continue to grow, e-commerce platforms offer various promotions to attract consumer interest. This study aims to analyze the effects of promotions such as free shipping, discounts, and flash sales on purchasing decisions on Shopee, with additional variables like positive and negative emotions that may influence consumer behavior. Data were collected through a questionnaire distributed to 204 Shopee users residing in Medan. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method to evaluate validity and reliability and test the proposed hypotheses. The results of the study show that free shipping and discounts are positively related to consumer emotions, both positive and negative, although they do not always have a significant impact on purchasing decisions. In contrast, flash sales promotions tend to have an insignificant effect on purchasing decisions. Negative emotions significantly influence purchasing decisions, while positive emotions show a weaker impact. This study concludes that while promotions can evoke certain emotions in consumers, their impact on purchasing decisions is not consistently significant.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Natalie, Vellyn
NIM03081210008
vellyn.natalie11@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Pangaribuan, Jefri Junifer
NIDN0130108901
jefri.pangaribuan@uph.edu
Uncontrolled Keywords: Shopee; promo; gratis ongkir; diskon; flash sale; negative emotions; positive emotions; keputusan pembelian; pls-sem
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Vellyn Natalie
Date Deposited: 25 Apr 2025 01:34
Last Modified: 25 Apr 2025 01:34
URI: http://repository.uph.edu/id/eprint/68169

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