Pengaruh Coupon Sales Promotion, Online Customer Review dan Perceived Enjoyment Terhadap Repurchase Intention pada Pengguna E-Commerce pada Produk Alat Kesehatan pada PT. Multi Makmur Sidoarjo. (The Effect of Coupon Sales Promotion, Online Customer Reviews and Perceived Enjoyment on Repurchase Intention of E-Commerce Users in Medical Device Products at PT. Multi Prosperous Sidoarjo).

Fajarwati, Rizki Karunia (2023) Pengaruh Coupon Sales Promotion, Online Customer Review dan Perceived Enjoyment Terhadap Repurchase Intention pada Pengguna E-Commerce pada Produk Alat Kesehatan pada PT. Multi Makmur Sidoarjo. (The Effect of Coupon Sales Promotion, Online Customer Reviews and Perceived Enjoyment on Repurchase Intention of E-Commerce Users in Medical Device Products at PT. Multi Prosperous Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 surabaya.

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Abstract

Industri farmasi dan alat kesehatan telah ditetapkan menjadi sektor-sektor strategis dalam penerapan industri 4.0. Ketika Covid-19 masuk ke tanah air, permintaan terhadap vitamin, suplemen dan obat-obatan untuk menambah kekebalan tubuh meningkat. Promosi merupakan kegiatan pemasaran yang memiliki dampak sangat besar terhadap minat beli kembali konsumen terhadap produk yang ditawarkan. Selanjutnya,reviewpelanggan secara online juga memegang peranan penting dalam menarik minat pembelian ulang konsumen. Faktor lain yang dapat mempengaruhi minat konsumen untuk melakukan pembelian ulang adalah persepsi kenikmatan. Adanya fenomena tersebut, maka penelitin ini bertujuan untuk mengetahui dan menganalisis pengaruh Coupon Sales Promotion, Online Customer Review dan Perceived Enjoymentterhadap Repurchase Intention pada pengguna E- commerce Produk Alat Kesehatan pada PT. Multi Medika Makmur Sidoarjo. Desain penelitian ini adalah eksplanatori (explanatory research). Penelitian ini dilakukan pada semester gasal pada tahun pelajaran 2022/2023, yaitu bulan Maret. Populasi sampel adalah 108 pelanggan Produk Alat Kesehatan pada PT. Multi Medika Makmur Sidoarjo. Teknik pengumpulan data dalam penelitian ini terdiri atas metode angket atau kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Hasil analisis dapat disimpulkan bahwa Coupon Sales Promotion, Online Customer Review dan Perceived Enjoyment berpengaruh signifikan dan positif terhadap Repurchase Intention pada pengguna E-commerce Produk Alat Kesehatan pada PT. Multi Medika Makmur Sidoarjo

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