Pengaruh Sales promotion, Kemudahan Akses, dan Keamanan Data Terhadap Keputusan Pembelian Pada Aplikasi Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Sales Promotion, Ease of Access, and Data Security on Purchasing Decisions on the Shopee Application (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)).

Styowati, Ananda Tri cahyani (2023) Pengaruh Sales promotion, Kemudahan Akses, dan Keamanan Data Terhadap Keputusan Pembelian Pada Aplikasi Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Sales Promotion, Ease of Access, and Data Security on Purchasing Decisions on the Shopee Application (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Sales Promotion, Kemudahan Akses dan Keamanan Data Terhadap Keputusan Pembelian Pada Aplikasi Shopee. Penelitian ini menggunakan metode kuantitatif. Populasi yang digunakan dalam penelitian ini adalah seluruh mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya yang pernah menggunakan atau berbelanja pada aplikasi shopee dengan menggunakan teknik sampling yaitu non probability sampling sebanyak 96 sampel berdasarkan kriteria yang ditentukan. Variabel yang diteliti dalam penelitian ini adalah Sales Promotion, Kemudahan Akses dan Keamanan Data sebagai variabel independen, Keputusan Pembelian sebagai variabel dependen. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah angket/kuesioner. Teknik analisis data dalam penelitian ini menggunakan Uji Regresi Linier Berganda, Uji Hipotesis (Uji t dan Uji F), dan Koefisien Determinasi. Pengolahan data dalam penelitian ini menggunakan program software IBM SPSS Statistic 29 sedangkan uji asumsi klasik yang digunakan antara lain, Uji Multikolinieritas, Uji Heteroskedastisitas, Uji Normalitas Data. Secara keseluruhan, indikator yang digunakan dalam penelitian ini valid (karena nilai signifikansi 0,001 lebih kecil dari 0,05 dan reliabel (karena nilai koefisien Cronbach’s Alpha > 0.60). Hasil uji asumsi klasik juga menunjukan bahwa penelitian ini telah memenuhi, antara lain 1). Berdistribusi normal 2). Bebas dari multikolinieritas; 3). Tidak terjadi heteroskedastisitas.

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