Ariya, Kusuma (2024) Analisis Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Sayur dan Buah Pada Platform Sayurbox di DKI Jakarta. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The e-commerce industry in Indonesia has experienced significant growth in recent years. Sayurbox is an online platform that provides consumers with easy access to fresh fruit and vegetables directly from local farmers. Sayurbox impements a farm to-table concept by facilitating the delivery from local farmers directly to consumers at affordable prices. With this concept, fruit and vegetables are also delivered in fresh condition. The research aims to analyze the influence of price and promotion on the purchasing decisions of fruits and vegetables on the Sayurbox platform in Jakarta, both partially and simultaneously. The researcher used a survey method with questionnaires. The measurement scale used is the Likert scale. The types and sources of data include primary and secondary data. To determine the sample size, the researcher used non-probability sampling techniques. The sample consist of 100 respondents. The result of the discussion indicates that there is an influence of price and promotion variables on the purchasing decisions of fruits and vegetables on the Sayurbox platform in Jakarta, both partially and simultaneously.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Industri e-commerce di Indonesia telah tumbuh secara signifikan dalam beberapa tahun terakhir. Sayurbox merupakan platform online yang memberikan kemudahan bagi konsumen untuk mendapatkan buah dan sayuran segar langsung dari petani lokal. Sayurbox menerapkan konsep farm-to-table dengan memfasilitasi pengiriman dari petani lokal langsung ke konsumen dengan harga yang terjangkau. Dengan konsep ini, buah dan sayur juga disajikan dalam keadaan segar. Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh harga dan promosi terhadap keputusan pembelian sayur dan buah pada platform sayurbox di Jakarta secara parsial dan simultan. Peneliti menggunakan metode survei dengan menggunakan kuesioner. Skala pengukuran yang digunakan adalah skala likert. Jenis dan sumber data menggunakan data primer dan data sekunder. Untuk menentukan ukuran sampel, peneliti menggunakan teknik non-probability sampling. Sampel yang akan digunakan sebanyak 100 responden. Hasil dari pembahasan menunjukkan bahwa terdapat pengaruh antara variabel harga dan promosi terhadap keputusan pembelian sayur dan buah pada platform sayurbox di Jakarta secara parsial maupun simultan. | |||||||||
| Uncontrolled Keywords: | Price, Promotion, Purchasing Decision, E-Commerce | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Unnamed user with email [email protected] | |||||||||
| Date Deposited: | 15 Aug 2024 14:28 | |||||||||
| Last Modified: | 15 Aug 2024 14:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39412 |
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