PENGARUH IKLAN, PROMOSI PENJUALAN, DAN GAYA HIDUP TERHADAP MINAT PEMBELIAN KEMBALI MAHASISWA DALAM BERBELANJA ONLINE DI SHOPEE PADA MASA PANDEMI
Abstract
The purpose of this research is to test the influences of advertisement, sales promotion, and life style to repurchase intention of the university students in shopping online at Shopee during the pandemic. The research method used quantitative and questionnaires the respondents. The samples of this research are 120 students who were lived around Jabodetabek area and used Shopee online shopping application. Data analysis using hypothesis test that is F test and t test. The research conducted a study using multiple linear analysis. The results of this study indicate that the advertisement variable has no significant effect on repurchase intention while promotion and lifestyle variables have a significant effect on the repurchase intention of university students at Jabodetabek area in shopping online at Shopee during the pandemic.
BAHASA INDONESIA ABSTRACT
Tujuan dari penelitian ini adalah untuk menguji pengaruh iklan, promosi penjualan, dan gaya hidup terhadap minat beli ulang mahasiswa dalam berbelanja online di Shopee pada masa pandemi. Metode penelitian yang digunakan adalah kuantitatif dan penyebaran kuesioner kepada responden. Sampel penelitian ini adalah 120 responden yang merupakan mahasiswa yang tinggal di wilayah Jabodetabek dan yang sudah pernah berbelanja menggunakan aplikasi belanja online Shopee. Dalam menganalisis data digunakan uji hipotesis yaitu uji F dan uji t. Oleh karena itu, peneliti melakukan penelitian dengan menggunakan analisis linear berganda. Hasil penelitian ini menunjukkan bahwa variabel iklan tidak berpengaruh signifikan terhadap minat pembelian kembali, sedangkan variabel promosi penjualan dan gaya hidup berpengaruh signfikan terhadap minat beli ulang mahasiswa yang tinggal di wilayah Jabodetabek dalam berbelanja online di Shopee pada masa pandemi.
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