Pengaruh Iklan Online dan Tagline Gratis Ongkos Kirim terhadap Keputusan Pembelian E-Commerce Shopee pada Generasi Z di Surabaya Utara (The Influence of Online Advertising and Free Shipping Taglines on Shopee E-Commerce Purchase Decisions in Generation Z in North Surabaya)

Winarni, Vinita Sandi (2022) Pengaruh Iklan Online dan Tagline Gratis Ongkos Kirim terhadap Keputusan Pembelian E-Commerce Shopee pada Generasi Z di Surabaya Utara (The Influence of Online Advertising and Free Shipping Taglines on Shopee E-Commerce Purchase Decisions in Generation Z in North Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Along with the times and technology, people's lifestyles have begun to change and switch to liking things that are instant and practical. One of them is the advancement of internet technology which is considered to be one of the most effective media marketing. This media is used by business people to market their products, especially when the Covid-19 pandemic is going on. The emergence of Covid-19 had made many activities have to be stopped and limited. Therefore, currently marketing buying and selling activities are transferred by Online, which can be easily done through the E-Commerce site. Intense competition has caused various E-Commerce sites to start competing in offering their best offers in order to captivate consumers. E-Commerce Shopee is one of the Online shopping sites that conducts marketing through Online Advertising and Free Shipping Taglines to attract consumers to make purchasing decisions. This research was conducted to find out how the Effect of Online Advertising of Purchase Decisions E-Commerce Shopee on Z Generation in North Surabaya and how the Effect of Free Shipping Tagline of Purchase Decisions E-Commerce Shopee on Z Generation in North Surabaya. This study uses quantitative methods, collection data tools using a questionnaire via google form. The population used in this study are Shopee consumers in North Surabaya. Using purposive sampling technique and set 100 respondents as samples. Technique data analysis used is multiple linear regression analysis and hypothesis testing. The results obtained from this study indicate that Online advertising has a positive effect of Purchase Decisions E-Commerce Shopee on Z Generation in North Surabaya and the Free Shipping Tagline has a positive effect of Purchase Decisions E-Commerce Shopee on Z Generation in North Surabaya. Keywords: Online Advertising, Purchase Decision, Free Shipping Tagline

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