PENGARUH PROMOSI SHOPEE TERHADAP MASYARAKAT BANJARMASIN DI MASA PANDEMI

refki, muhammad (2021) PENGARUH PROMOSI SHOPEE TERHADAP MASYARAKAT BANJARMASIN DI MASA PANDEMI. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Tujuan penelitian adalah untuk mengetahui gambaran variabel promosi, kepercayaan, dan kemudahan berpengaruh secara simultan dan parsial terhadap keputusan masyarakat Banjarmasin di masa pandemi berbelanja di toko online Shopee. Metode penelitian ini menggunakan pendekatan kuantitatif, dengan jenis penilitian asosiatif research. Populasi penelitian ini berjumlah 715.703 orang dan sampel penelitian di atas adalah 100 orang dan teknik pengambilan data menggunakan purposive sampling. Teknik pengumpulan data dikumpulkan dengan kuisoner, wawancara dan dokumentasi. Analisis data menggunakan analisis regresi linier berganda dengan bantuan program SPSS 25 for windows. Hasil penelitian menunjukkan bahwa 57% variabel promosi, kepercayaan, dan kemudahan berpengaruh terhadap keputusan masyarakat Banjarmasin di masa pandemi berbelanja di toko online Shopee, sedangkan sisanya 43% dijelaskan oleh variabel lain yang tidak dimasukkan dalam penelitian ini. Variabel yang terdiri dari promosi (X1), kepercayaan (X2), dan kemudahan (X3) secara simultan berpengaruh terhadap keputusan berbelanja (Y) masyarakat Banjarmasin di masa pandemi di toko online Shopee dengan nilai Fhitung lebih besar dari nilai Ftabel (66,259 > 2,87) dan nilai signifikan F lebih kecil dari nilai α (0,000 < 0,05). Sedangkan secara parsial hanya variabel promosi (X1) dan kepercayaan (X2) yang berpengaruh terhadap keputusan berbelanja (Y) masyarakat Banjarmasin di masa pandemi di toko online Shopee. Sedangkan kemudahan (X3) tidak berpengaruh secara parsial terhadap keputusan berbelanja (Y) masyarakat Banjarmasin di masa pandemi di toko online Shopee dengan nilai thitung < ttabel (7,698 < 1,574) dengan nilai signifikansi 0,000 lebih besar dari nilai α sebesar 0,05. The purpose of the study was to determine the description of the variables of promotion, trust, and ease of effect simultaneously and partially on the decisions of the people of Banjarmasin during the pandemic to shop at the Shopee online store. This research method uses a quantitative approach, with the type of associative research. The population of this study amounted to 715,703 people and the research sample above was 100 people and the data collection technique used purposive sampling using multiple linear regression analysis with the help of the SPSS 25 for windows program. Based on a series of statistical tests, it shows that 57% of the variables of promotion, trust, and convenience affect the decisions of the people of Banjarmasin during the pandemic to shop at the Shopee online store, while the remaining 43% are explained by other variables not included in this study. Variables consisting of promotion (X1), trust (X2), and convenience (X3) simultaneously affect the shopping decision (Y) of the Banjarmasin community during the pandemic at the Shopee online store with the Fcount value greater than the Ftable value (66,259 > 2, 87) and the significant value of F is smaller than the value of (0.000 < 0.05). Meanwhile, partially, only promotion variables (X1) and trust (X2) affect the shopping decision (Y) of the Banjarmasin community during the pandemic at the Shopee online store. Meanwhile, convenience (X3) does not partially affect the shopping decision (Y) of the Banjarmasin community during the pandemic at the Shopee online store with a value of tcount < ttable (7.698 < 1.574) with a significance value of 0.000 which is greater than the value of 0.05.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Promosi, Kepercayaan, Kemudahan, Keputusan Berbelanja. Promotion, Trust, Ease and Shopping Decision.
Subjects: J Political Science > JN Political institutions (Europe)
Depositing User: Muhammad Refki
Date Deposited: 07 Oct 2021 02:58
Last Modified: 07 Oct 2021 02:58
URI: http://eprints.uniska-bjm.ac.id/id/eprint/8100

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