Pengaruh Potongan Harga dan Iklan terhadap Keputusan Pembelian Sepatu Compass pada Mahasiswa Pengguna aplikasi Tokopedia di Surabaya. (The Influence of Price Discounts and Advertisements on the Decision to Purchase Compass Shoes among Students Using the Tokopedia application in Surabaya).

Pamungkas, Bryan Bayu (2023) Pengaruh Potongan Harga dan Iklan terhadap Keputusan Pembelian Sepatu Compass pada Mahasiswa Pengguna aplikasi Tokopedia di Surabaya. (The Influence of Price Discounts and Advertisements on the Decision to Purchase Compass Shoes among Students Using the Tokopedia application in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Developments in the world economy affect economic growth in Indonesia. It is marked by the existence of businesses in the fashion sector that are increasingly popping up. Which has a very important role in the economy as well as meeting the needs of society in this case, namely the shoe industry. Competition in the business world is increasingly widespread, making a company try to improve the quality of its products. Changes in people's needs and trends in the fashion sector, especially in big cities like Surabaya. People who follow these changes tend to buy fashion items from well - known brands to make them look cool. Currently shopping for fashion has turned into part of the lifestyle. Likewise with current shoe trends, especially among young people. They are willing to look cool by buying the latest released shoes. Due to the limitations of millennials with limited pocket money, it is difficult to get or buy global brand shoes at quite high prices, even though local brands are also not inferior in terms of quality, but because they do not market their products, local brands lose competitiveness with global brand. One way that can be done to improve purchasing decisions on a company's product is through this research which aims to determine the effect of price discounts on purchasing decisions, and advertisements on purchasing decisions. The sampling technique used is non-probability sampling technique. Determination of this sample using the Wibisono formula and obtained data from a total of 96 samples. The data analysis technique used in this study is Multiple Linear Regression Analysis. Based on the results of research conducted by researchers with the title "The Effect of Discounts and Advertising on Purchase Decisions for Compass shoes for Students who use the Tokopedia Application in Surabaya" it can be concluded that Discounts and Advertising have a Simultaneous Influence on Purchase Decisions. Keywords: Discounts, Advertising, Purchase Decision, Compass Shoes

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