AGUSTINA, MALA (2023) PENGARUH IKLAN SHOPEE PAYLATER BELI SEKARANG BAYAR NANTI TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Survei Pada Konsumen E-Commerce Shopee Paylater di Kota Serang Tahun 2022). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of Shopee Paylater Buy Now Pay Later advertisements on purchasing decisions for Shopee Paylater products. The research method uses quantitative methods. The research design consists of descriptive and causal designs. The research population is the people in Serang City as Shopee Paylater (SPay Later) users. The sampling technique used convenience sampling with a total sample eligibility of 90 respondents. Data analysis used statistical analysis with the SPSS Version 20 program. Based on the results of the study, it was found that the R Square value was 0.077. This shows that the variation in the purchase decision variable for Shopee Paylater products can be explained by 7.7% by the Shopee Paylater advertising variable Buy Now Pay Later while the remaining is explained by other variables not examined. The results of the t test show that Shopee Paylater Buy Now Pay Later ads have a positive effect on purchasing decisions for Shopee Paylater products.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh iklan Shopee Paylater Beli Sekarang Bayar Nanti terhadap keputusan pembelian produk Shopee Paylater. Metode penelitian menggunakan metode kuantitatif. Desain penelitian terdiri dari desain deskriptif dan kausal. Populasi penelitian adalah masyarakat di Kota Serang selaku pengguna Shopee Paylater (SPay Later). Teknik pengambilan sampel menggunakan convinience sampling dengan jumlah kelayakan sampel sebanyak 90 responden. Analisis data menggunakan analisis statistik dengan program SPSS Versi 20. Berdasarkan hasil penelitian, diketahui nilai R Square sebesar 0.077. Hal ini menunjukkan bahwa variasi pada variabel keputusan pembelian produk Shopee Paylater dapat dijelaskan sebesar 7,7% oleh variabel iklan Shopee Paylater Beli Sekarang Bayar Nanti sedangkan sisanya dijelaskan oleh variabel lainnya yang tidak diteliti. Hasil uji t, diketahui bahwa iklan Shopee Paylater Beli Sekarang Bayar Nanti berpengaruh positif terhadap keputusan pembelian produk Shopee Paylater. | |||||||||
| Uncontrolled Keywords: | Purchase Decision, Advertising, Paylater Shopee. Keputusan Pembelian, Iklan, Shopee Paylater. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| 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: | Mrs. Mala Agustina | |||||||||
| Date Deposited: | 12 Aug 2024 13:40 | |||||||||
| Last Modified: | 12 Aug 2024 13:40 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38653 |
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