Analisis Komparasi Promosi Online Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Aplikasi Belanja Online Shopee Dan Lazada Di Surabaya)

Sari, Amelia Zulita Purnama (2022) Analisis Komparasi Promosi Online Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Aplikasi Belanja Online Shopee Dan Lazada Di Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Pada era ini banyak bermunculan aplikasi belanja online yang dapat mempermudah dalam hal berbelanja berbagai macam produk. Terlebih dengan kondisi pandemi Covid-19 dimana kita sepertinya dihadapkan pada situasi yang dimana tidak ada pilihan lain bagi kita (masyarakat) untuk memilih belanja secara online daripada datang langsung ke pasar atau toko yang memiliki resiko lebih besar terpapar Covid-19. Penelitian ini bertujuan untuk mengetahui Perbedaaan Promosi Online dan Kualitas Pelayanan terhadap Keputusan Pembelian pada aplikasi belanja online Shopee dan Lazada. Penelitian ini menggunakan metode kuantitatif dengan penelitian survey menggunakan kuisioner dengan sampel berjumlah 100 orang responden yang pernah berbelanja di Shopee dan Lazada minimal 2 kali pembelian di wilayah Suarabaya yang di sebar melalui aplikasi Whatsapp dengan bantuan teman dan saudara yang berada di Surabaya. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive sampling dengan menggunakan teknik non random sampling. Untuk pengolahan data kuisioner yang sudah disebar menggunakan aplikasi SPSS 24. Hasil dari penelitian ini menunjukkan bahwa ada perbedaan antara Promosi Online dan Kualitas Pelayanan terhadap Keputusan Pembelian aplikasi belanja online Shopee dan Lazada di Surabaya. Dan kedua variabel tersebut sama-sama berpengaruh pada Keputusan Pembelian Shopee dan Lazada oleh karena itu diharap kedepannya lebih ditingkatkan Promosi Online berupa cashback dan gratis ongkir dan Kualitas Pelayanan berupa memberikan foto realpict.

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