Secand, Paquita Meyvanka (2025) Pengaruh Kepuasan Belanja Terhadap Preferensi Belanja Online (Shopee dan Tokopedia) dan Offline Dalam Perspektif Komunikasi Pemasaran Pada Mahasiswa Surabaya. (The Effect of Shopping Satisfaction on Online (Shopee and Tokopedia) and Offline Shopping Preferences in the Perspective of Marketing Communication Among Surabaya Students). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the effect of shopping satisfaction on online shopping preferences through platforms (Shopee and Tokopedia) and offline shopping among students in Surabaya. The method used is correlational quantitative, collecting data from 80 respondents using purposive sampling techniques. The results of the analysis show that shopping satisfaction has a positive and significant effect on student shopping preferences, both online and offline, reflecting consumer behavior in the digital era. These findings make an important contribution to the fields of communication and consumer behavior and have practical implications for e commerce and retail businesses in formulating adaptive and effective marketing strategies in line with the characteristics of student consumers.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Shopping Satisfaction, Shopping Preferences, Online and Offline Shopping |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200452 PAQUITA MEYVANKA SECAND |
| Date Deposited: | 29 May 2002 16:32 |
| Last Modified: | 29 May 2002 16:32 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44000 |
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