Pengaruh Price Conscious terhadap Minat Beli Konsumen dengan Promosi Penjualan Berupa Gratis Ongkos Kirim dan Flash Sale sebagai Pemoderasi (Studi Kasus pada Perusahaan Shopee Wilayah Daerah Istimewa Yogyakarta)

Kala', Nurhayati (2020) Pengaruh Price Conscious terhadap Minat Beli Konsumen dengan Promosi Penjualan Berupa Gratis Ongkos Kirim dan Flash Sale sebagai Pemoderasi (Studi Kasus pada Perusahaan Shopee Wilayah Daerah Istimewa Yogyakarta). Ringkasan Skripsi thesis, STIE YKPN.

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Abstract

One impact of the development of science and technology is the emergence of various online-based marketplaces such as Shopee. In the third quarter of 2019 based on iPrice.co.id, Shopee managed to become the most downloaded app marketplace on the App Store and on the Play Store. The purpose of this research is to determine the effect of price conscious on consumer buying interest in Shopee's online stores with sales promotion free delivery and flash sale as a moderating variable, which is divided into three hypotheses. This type of research is quantitative with a case study method. The sampling technique is purposive sampling. Respondents selected as samples are students and workers in Yogyakarta and have shopped at Shopee. Data collection techniques with questionnaires distributed via the Google form link. Questionnaire analysis or instrument test was performed with the reliability test and validity test. Data analysis was performed with the normality test, multicollinearity test, heteroscedasticity test, R2 test, and partial t-test. The results showed that there is an effect of price conscious on consumer buying interest in Shopee online store, free delivery and flash sale of sales promotion as a moderating variable strengthened the effect of price conscious to consumer buying interest in Shopee online store.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number KAL p 6645/2020
Uncontrolled Keywords: price conscious, minat beli konsumen, gratis ongkos kirim, flash sale
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Erin Triyana
Date Deposited: 02 Apr 2020 02:37
Last Modified: 02 Apr 2020 02:37
URI: http://repository.stieykpn.ac.id/id/eprint/809

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