Alfainiah, Siti nur and Gumelar, Rangga and Burhanuddin, Mujtaba (2022) PENGARUH PROMOSI TERHADAP PEMBELIAN IMPULSIF PENGGUNA SHOPEE PADA MASA PANDEMI COVID-19. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Siti Nur Alfainiah. NIM 6662170061. SKRIPSI. Pengaruh Promosi Terhadap Pembelian Impulsif Pengguna Shopee pada Masa Pandemi Covid-19. Pembimbing I: Dr.Rangga Galura Gumelar, Dipl. Ing., M.Sidan Pembimbing II: Burhanuddin Mujtaba, SE., M.Si Pandemi Covid-19 membuat aktivitas yang semula luring diubah menjadi daring. Hal ini termasuk kegiatan berbelanja yang kebanyakan dilakukan secara online. Marketplace Shopee menjadi penjualan tertinggi pada masa pandemi. Kemudahan berbelanja online mengakibatkan pembelian impulsif. Pembelian impulsif juga diakibatkan adanya promosi yang tersedia di platform Shopee. Tujuan penelitian ini adalah untuk mencari ada tidaknya pengaruh, seberapa besar, dan faktor penghambat promosi pada pembelian impulsif pengguna Shopee pada masa pandemi Covid-19. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey yang disebar kepada pengguna Shopee di Banten menggunakan metode purposive sampling dengan sampel sebanyak 100 orang. Data yang didapat kemudian diolah menggunakan SPSS versi 23. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara promosi dengan pembelian impulsif pengguna Shopee pada masa pandemi Covid-19 dengan nilai korelasi yang kuat (0,678). Nilai koefisien korelasi menunjukkan pengaruh promosi Shopee sebesar 46% terhadap pembelian impulsif pada masa pandemi Covid-19. Persamaan regresi menunjukkan Y = 14,512 + 0,551X hal ini berarti bahwa setiap penambahan nilai pada variabel X maka nilai pada variabel Y akan meningkat sebesar 0,551. Hasil uji hipotesis menggunakan uji t diperoleh nilai thitungsebesar 9,128 dan ttabel sebesar 1,988 yang menunjukkan bahwa H0 ditolak dan Ha diterima. Kata kunci: promosi, pembelian impulsif, Shopee, pandemi Covid-19.   ABSTRACT Siti Nur Alfainiah. NIM 6662170061. THESIS. The Effect of Promotions on Impulsive Buying of Shopee Users during the Covid-19 Pandemic. Advisor I: Dr.Rangga Galura Gumelar, Dipl. Ing., M.Si and Advisor II: Burhanuddin Mujtaba, SE., M.Si The Covid-19 pandemic has changed previously offline activities to be online. This includes shopping activities that are mostly done online. The Shopee marketplace became the highest sales during the pandemic. The convenience of shopping online leads to impulse buying. Impulse purchases are also caused by promotions available on the Shopee platform. The purpose of this study was to find out whether there was an influence, how big, and the inhibiting factors for promotion on the impulse buying of Shopee users during the Covid-19 pandemic. This study uses a quantitative approach with a survey method distributed to Shopee users in Banten using a purposive sampling method with a sample of 100 people. The data obtained was then processed using SPSS version 23. The results showed that there was an influence between promotions and impulsive purchases of Shopee users during the Covid-19 pandemic with a strong correlation value (0.678). The correlation coefficient value shows the influence of Shopee promotions by 46% on impulse purchases during the Covid-19 pandemic. The regression equation shows Y = 14,512 + 0,551X, this means that for every additional value in the X variable, the value in the Y variable will increase by 0.551. The results of hypothesis testing using t-test obtained tcount value of 9.128 and ttable of 1.988 which indicates that H0 is rejected and Ha is accepted. Keywords: promotion, impulse buying, Shopee, Covid-19 pandemic

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