Suprihati, Suprihati (2024) Pengaruh Viral Marketing, Live Streaming dan Promosi Gratis Ongkir Terhadap Keputusan Pembelian di Shopee. (The Influence of Viral Marketing, Live Streaming and Free Shipping Promotion on Purchase Decisions on Shopee). Undergraduate thesis, Universitas 17 Agustus 1945.
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Abstract
In the current phenomenon of online buying and selling, which initially started with offline buying and selling, now it has shifted to online, especially on Shopee, which is an online selling place using Viral Marketing strategies, Live Streaming and free shipping promotions to encourage increased purchasing decisions in purchasing decisions. The purpose of this research is to determine and analyze the influence of Viral Marketing, Live Streaming, and Free Shipping Promotions on Purchasing Decisions. This research method uses quantitative methods consisting of validity tests, reliability tests, data normality tests, multicollinearity tests, heteroscedasticity tests, simple linear regression, multiple, correlation coefficients, coefficients of determination, t tests and f tests. This research was carried out from March to July 2024. The total sample was 96 respondents consisting of consumers who had made purchases on Shopee by distributing the Google from questionnaire. By using a Likert scale as a measuring tool. The results of this research state that based on the T Test, Viral Marketing and Live Streaming have a significant influence on purchasing decisions at Shopee. Consumers who are exposed to live streaming are more likely to make a decision to purchase products at Shopee. Meanwhile, the free postage promotion has an influence, but it is not significant, If free shipping is not offered, it will influence a decrease in purchasing decisions. Conversely, if a free shipping promotion is offered, it will increase the increase in purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Viral Marketing Knowledge, Live Streaming, Free Shipping Promotion, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JS Local government Municipal government |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000165 suprihati suprihati |
| Date Deposited: | 04 Dec 2024 06:26 |
| Last Modified: | 04 Dec 2024 06:26 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34144 |
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