Ajeng Wulandari, Mila (2015) Pengaruh Komunikasi Pemasaran E-Commerce Lazada.co.id Terhadap Keputusan Pembelian. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Pengaruh Komunikasi Pemasaran E-Commerce Lazada.co.id Terhadap Keputusan Pembelian.pdf - Published Version Restricted to Registered users only until 2015. Download (6MB) |
Abstract
Lazada Indonesia is the company who focuses on e-commerce. With the marketing mix activities that they applied, Lazada never stop growing and becomes the biggest e-commerce website in Indonesia today. The main purpose of this research was to determine how much Product, Price, Promotion, People, Physical Evidence, Process and Marketing Mix variables effect the costumer's purchasing decision in buying the products. Theory used in this research was Marketing Communications Theory, Marketing Mix. The variables were Product, Price, Promotion, People, Physical Evidence, and Process. Although the variable Place were not used in this research due to Lazada operating in a virtual office rather than a physical office. As for the method used in this research was Quantitative with Explanatory phenomenological, the Population in this research was solely based on Lazada Indonesia's Twitter followers which was at 35,561 people as this thesis being written. The act of determining the sample in this research was based on the Yamane formula, based on the error rate of 10%, so that the respondent sample were 100 people. While the sampling technique used was Simple Random Sampling. The data gathered using questionnaires both printed out and online. The result shows that Product has the most variable value of 82,5%, The hypothesis was proven that there is a correlation between Product, Price, Promotion, People, Physical Evidence, and Process towards the purchasing decision on Lazada.co.id. The result of coefficient test determination showed that Process has the mostpowerful influence on purchasing decision of 42,%, meanwhile the rest of each variables can be explained by the other factors.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Lazada Indonesia merupakan perusahaan yang bergerak di bidang e-commerce. Dengan sistem penjualan marketing mix yang diterapkannya, Lazada mampu berkembang dengan cepat dan pesat sehingga menjadi situs e-commerce terbesar di Indonesia hingga saat ini. Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh antara Product, Price, Promotion, People, Physical Evidence, Process, dan variabel Marketing Mix Lazada secara keseluruhan terhadap Keputusan Pembelian. Teori dalam penelitian ini adalah Teori Komunikasi Pemasaran, Marketing Mix. Variabel yang digunakan dalam penelitian ini adalah Product, Price, Promotion, People, Physical Evidence, dan Process. Sedangkan variabel yang dihilangkan adalah Place, dikarenakan Lazada hanya menggunakan sistem penjualan secara virtual office. Metode yang digunakan dalam penelitian ini adalah Kuantitatif dengan pendekatan Eksplanatif, Populasi beracuan dari jumlah followers Twitter Lazada yang terakhir tercatat sebanyak 35.561 orang. Jumlah sampel didapat dengan rumus Yamane, dengan tingkat kesalahan 10%, Maka didapat sampel sebanyak 100 orang. Sementara teknik sampling yang digunakan adalah Simple Random Sampling. Data dikumpulkan dengan kuesioner cetak dan kuesioner online. Hasil penelitian menunjukkan bahwa Product memiliki nilai variabel yang paling besar dengan nilai persentase sebesar 85,3%, Hipotesis penelitian ini terbukti bahwa terdapat pengaruh antara Product, Price, Promotion, People, Physical Evidence, dan Process terhadap Keputusan Pembelian di Lazada.co.id. Hasil uji koefisien determinasi menunjukan bahwa Process memiliki pengaruh paling kuat terhadap keputusan pembeian sebesar 42,5%, sedangkan jumlah sisa dari masing-masing variabel dapat dijelaskan oleh faktor-faktor lain. | |||||||||
| Uncontrolled Keywords: | Keywords: Marketing Communications, Marketing Mix, Product, Price, Place, Promotion, Physical Evidence, Process, E-Commerce, Lazada.co.id, Purchasing Decision. Kata Kunci: Komunikasi Pemasaran, Marketing Mix, Product, Price, Place, Promotion, Physical Evidence, Process, E-Commerce, Lazada.co.id, Keputusan Pembelian. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 25 Apr 2022 13:48 | |||||||||
| Last Modified: | 25 Apr 2022 13:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/13758 |
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