Pengaruh Diskon Harga, Keragaman Produk, dan Iklan Online terhadap Impulsive Buying Produk JINISO melalui E-Commerce Live Shopee pada Gen Z di Untag Surabaya. (The Effect of Price Discounts, Product Diversity, and Online Advertising on Impulsive Buying of JINISO Products through Live Shopee E-Commerce on Gen Z at Untag Surabaya).

Maroturizky, Wanda Ula (2024) Pengaruh Diskon Harga, Keragaman Produk, dan Iklan Online terhadap Impulsive Buying Produk JINISO melalui E-Commerce Live Shopee pada Gen Z di Untag Surabaya. (The Effect of Price Discounts, Product Diversity, and Online Advertising on Impulsive Buying of JINISO Products through Live Shopee E-Commerce on Gen Z at Untag Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

	Text ABSTRAK.pdf Download (4MB)
	Text BAB I.pdf Restricted to Repository staff only Download (3MB) | Request a copy
	Text BAB II.pdf Restricted to Repository staff only Download (2MB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (2MB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (3MB) | Request a copy
	Text BAB V.pdf Restricted to Repository staff only Download (2MB) | Request a copy
	Text LAMPIRAN.pdf Download (3MB)
	Text JURNAL.pdf Download (519kB)
	Text JURNAL TURNITIN.pdf Download (2MB)
	Text LOD.pdf Download (146kB)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy

Abstract

This research uses a quantitative method which aims to determine the effect of price discounts, product diversity and online advertising on impulsive buying of JINISO products through E-Commerce Live Shopee on Gen Z in Untag Surabaya. The population in this research is all people who have made purchases at Shopee, especially at Live Shopee JINISO with a sample of 100 respondents from Rao Purba and determined using non-probability sampling techniques. Primary data was obtained using a questionnaire that was distributed online via Google Form and secondary data was obtained indirectly from intermediary media such as literature studies. Based on the SPSS test results, it was found that the research instrument showed all indicators were valid and reliable. Based on the results of the t test, the price discount variable has a significant effect on impulsive buying, product diversity has no significant effect on impulsive buying and online advertising has no significant effect on impulsive buying. Meanwhile, from the F test, all independent variables simultaneously influence impulsive buying. As for the conclusions and recommendations that the author can point out to future researchers, the conclusion is that in this study it shows that the price discount variable has a significant effect, the product diversity and online advertising variables do not have a significant effect on impulsive buying via Live Shopee e-commerce among Gen Z in Untag Surabaya. and for the recommendations themselves, it is hoped that this research can be used as a reference and conduct research with different objects and different variables, for example on brand image and word of mouth (WOM) variables which can influence impulsive buying, and for the company it is hoped that JINISO can develop its business especially in price discounts, product diversity and online advertising.

Actions (login required)

View Item