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@article{JIAB45195, author = {Septia Safitri and Amung Titis Hening Embun Galih Sriayominindita}, title = {ANALISIS PENGARUH PROMOSI, DISKON, DAN KEPERCAYAAN TERHADAP KEPUASAN PEMBELIAN DI ONLINE SHOP (TOKOPEDIA) PADA MAHASISWA SEKOLAH VOKASI UNIVERSITAS GADJAH MADA}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {14}, number = {1}, year = {2025}, keywords = {Diskon; Kepuasan Pembelian; Promosi; Toko Online}, abstract = {Abstract: The purpose of this study was to analyze the effect of promotions, discounts, and trust on customer satisfaction at Tokopedia. This study uses quantitative research and the nature of this research is descriptive. This research uses quantitative research and the nature of this research is descriptive. The sample of this study were 140 respondents. The analysis method used in this study is multiple linear regression. The data for this study were obtained by distributing questionnaires to 140 student respondents who used the Tokopedia platform to buy consumer needs. This research was compiled using primary data from research questionnaires distributed to millennials about the relationship between promotions and their satisfaction to buy consumer needs, about the relationship between promotion and their satisfaction to buy a product. The test results include assumption tests, descriptive statistical test, and qualitative logit and probit model tests. The test shows the final analysis that promotion is proven to have a significant influence on purchasing decisions through the Tokopedia platform. Keywords: Discount; E-commerce; Promotion; Puschase Satisfaction Abstraksi: Tujuan dari penelitian ini adalah untuk menganalisis pengaruh promosi, diskon, dan kepercayaan terhadap kepuasan konsumen di Tokopedia. Penelitian ini menggunakan jenis penelitian kuantitatif dan sifat penelitian ini bersifat deskriptif. Sampel dari penelitian ini adalah 140 responden. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 140 responden mahasiswa yang menggunakan platform Tokopedia untuk membeli kebutuhan konsumen. Penelitian ini disusun menggunakan data primer dari kuesioner penelitian yang disebarkan kepada generasi milenial tentang hubungan antara promosi dan kepuasan mereka untuk membeli suatu produk. Hasil uji meliputi uji asumsi, uji statistik deskriptif, dan uji model logit dan probit kualitatif. Pengujian menunjukan analisa akhir bahwa promosi terbukti memberikan pengaruh signifikan terhadap keputusan pembelian kebutuhan melalui platform Tokopedia. Kata Kunci: Diskon; Kepuasan Pembelian; Promosi; Toko Online}, issn = {2746-1297}, pages = {190--201} doi = {10.14710/jiab.2025.45195}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/45195} }
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