Natalie, Vellyn (2024) Analisis pengaruh promo pada shopee terhadap keputusan pembelian dengan menggunakan metode pls-sem. Bachelor thesis, Universitas Pelita Harapan.
![Title [thumbnail of Title]](http://repository.uph.edu/style/images/fileicons/text.png)
Title.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (163kB)
![Abstract [thumbnail of Abstract]](http://repository.uph.edu/style/images/fileicons/text.png)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (405kB)
![ToC [thumbnail of ToC]](http://repository.uph.edu/style/images/fileicons/text.png)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (896kB)
![Chapter 1 [thumbnail of Chapter 1]](http://repository.uph.edu/style/images/fileicons/text.png)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (737kB)
![Chapter 2 [thumbnail of Chapter 2]](http://repository.uph.edu/style/images/fileicons/text.png)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (1MB)
![Chapter 3 [thumbnail of Chapter 3]](http://repository.uph.edu/style/images/fileicons/text.png)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (1MB)
![Chapter 4 [thumbnail of Chapter 4]](http://repository.uph.edu/style/images/fileicons/text.png)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (2MB)
![Chapter 5 [thumbnail of Chapter 5]](http://repository.uph.edu/style/images/fileicons/text.png)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (353kB)
![Bibliography [thumbnail of Bibliography]](http://repository.uph.edu/style/images/fileicons/text.png)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (817kB)
![Appendices [thumbnail of Appendices]](http://repository.uph.edu/style/images/fileicons/text.png)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (8MB)
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 |