Pengaruh Digital Marketing dan Lifestyle Terhadap Keputusan Pembelian Online Pada E-Commerce Shopee. (The Influence of Digital Marketing and Lifestyle on Online Purchase Decisions on Shopee E-Commerce).

Ramadhana, Devangga Wahyu (2024) Pengaruh Digital Marketing dan Lifestyle Terhadap Keputusan Pembelian Online Pada E-Commerce Shopee. (The Influence of Digital Marketing and Lifestyle on Online Purchase Decisions on Shopee E-Commerce). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to examine the effect of Digital Marketing and Lifestyle on Purchasing Decisions in Shopee e-commerce. With the development of the internet in Indonesia, online shopping has become easier and more efficient, which creates great opportunities for online businesses. Shopee, as one of the online shopping platforms, offers various promotional features that attract consumers through digital marketing. This research uses quantitative methods with data collection from Shopee users in Surabaya. The results showed that Digital Marketing and Lifestyle have a positive and significant influence on Purchasing Decisions. Digital Marketing indicators such as Accessibility, Interactivity, Entertainment, Credibility, and Informativeness and Lifestyle indicators such as Activities, Interest, and Opinion all contribute to consumer purchasing decisions. Digital Marketing has an effect on increasing purchasing decisions. Simultaneously, Digital Marketing and Lifestyle have a significant effect on Purchasing Decisions with a calculated F value of 35,025 higher than the F table of 3.09 and a significance of 0.000. The coefficient of determination (R²) shows that 41.9% of purchasing decisions are influenced by these two variables. The conclusion of this study states that both Digital Marketing and Lifestyle play an important role in influencing consumer purchasing decisions at Shopee, with Lifestyle having a more dominant influence. Shopee can increase interactivity and engaging content to entice consumers and cater to their lifestyle to remain a favorite shopping platform.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Marketing, Lifestyle, Purchase Decision, E-commerce, Shopee
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1122000112 Devangga Wahyu Ramadhana
Date Deposited:	14 Oct 2024 05:11
Last Modified:	14 Oct 2024 05:11
URI:	http://repository.untag-sby.ac.id/id/eprint/34056

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