Pengaruh AIDA (Attention, Interest, Desire, Action) Terhadap Kepuasan Online Shopping di Shopee. (The Influence of AIDA (Attention, Interest, Desire, Action) on Online Shopping Satisfaction on Shopee).

Husna, Athiyyatul (2025) Pengaruh AIDA (Attention, Interest, Desire, Action) Terhadap Kepuasan Online Shopping di Shopee. (The Influence of AIDA (Attention, Interest, Desire, Action) on Online Shopping Satisfaction on Shopee). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this study is to find out and analyze the significant influence of AIDA (Attention, Interest, Desire, Action) in the Shopee Application and online shopping satisfaction on consumers on Shopee. Shopee as one of the marketplaces that is often visited has interesting features so that many users download the application on their phones. Not only buyers, but Shopee also facilitates sellers to market their goods easily and buyers are facilitated with a secure payment process. The method used in this study is quantitative research. The respondents in this study were 100 respondents from Shopee application users. The sampling method used is non-probability sampling, where the researcher communicates with the respondents and then provides an E-Questionnaire through a Google form link. After that, testing or data processing in the form of t test and F test is carried out. There is a Significant Influence of Attention on Online Shopping Satisfaction at Shopee. b.) There is a Significant Influence of Interest on Online Shopping Satisfaction at Shopee. c.) There is a Significant Influence of Desire on Online Shopping Satisfaction at Shopee. d.) There is a Significant Influence of Action on Online Shopping Satisfaction at Shopee. There is a significant influence of Attention, Interest, Desire, and Action on Online Shopping Satisfaction on Shopee at the same time.

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