Pengaruh Promosi Dan E-service Quality Terhadap Keputusan Pembelian Kosmetik Maybelline Di Shopee

Arnez Nabilla Chika Annisa, Farah Oktafani

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui hasil dari pengaruh Promosi dan E-Service Quality terhadap keputusan pembelian kosmetik maybelline di shopee, dalam penelitian ini terdapat fenomena bahwa harga yang dijual oleh Maybelline di shopee lebih murah dibandingkan yang dijual di offline store, hal ini membuat konsumen lebih memilih untuk membeli produk Maybelline di shopee. Pada penelitian ini dilakukan dengan menggunakan metode deskriptif dengan menggunakan metode kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan teknik non probability sampling yaitu purposive sampling dalam penelitian ini menggunakan sampel sebanyak 100 responden. Teknik analisis data yang digunakan adalah teknik analisis deskriptif serta menggunakan metode uji t. Berdasarkan hasil analisis deskriptif yang telah dilakukan, maka dapat diketahui bahwa penilaian responden yang merupakan 100 orang yang pernah menggunakan e-commerce Shopee untuk melakukan pembelian kosmetik Maybelline terhadap tanggapan-tanggapan mengenai Promosi, E-Service Quality dan keputusan pembelian, dapat dikategorikan berada pada kriteria baik. Berdasakan hasil penelitian mengenai "Pengaruh Promosi dan E-Service Quality terhadap Keputusan Pembelian Kosmetik Maybelline di Shopee", maka diperoleh kesimpulan, Promosi penjualan pada official store Maybelline di Shopee berada pada kategori baik, E-Service Quality pada official store Maybelline di shopee berada pada kategori baik, Keputusan Pembelian konsumen pada official store Maybelline di shopee berada pada kategori baik, Promosi dan E-Service Quality berpengaruh signifikan terhadap Keputusan Pembelian kosmetik di shopee secara simultan. Dari kesimpulan diatas maka terdapat saran sebagai berikut, perlunya penjualan Maybelline di Shopee, memberikan potongan harga dan paket harga yang menarik, sehingga menimbulkan minat dari para konsumen untuk melakukan pembelian, pihak Maybelline di Shopee perlu selalu mengupdate produk-produk terbarunya, agar dapat dikatahui oleh para konsumen dan menimbulkan ketertarikan untuk membeli, khususnya pada para pengguna aplikasi Shopee, sebaiknya pihak Maybelline melakukan pemilihan lebih ketat sebelum gambar diupload oleh penjual, agar konsumen tidak merasa kecewa terhadap produk yang dibeli menggunakan mobile aplikasi Shopee Kata kunci: E service quality, Pemasaran, Promosi Abstract This research was conducted to determine the results of the effect of e-service quality on purchasing decisions for Maybelline cosmetics at shopees, in this study there is a phenomenon that the prices sold by Maybelline at shopees are cheaper than those sold in offline stores, this makes consumers prefer to buy. Maybelline products at shopee. This research was conducted using descriptive methods using quantitative methods. The sampling technique used in this study was a non-probability sampling technique, namely purposive sampling, in this study using a sample of 100 respondents. The data analysis technique used is descriptive analysis technique and using the t test method. Based on the results of the descriptive analysis that has been carried out, it can be seen that the assessment of respondents who are 100 people who have used Shopee e-commerce to purchase Maybelline cosmetics on responses regarding promotions, E-Service Quality and purchase decisions, can be categorized as good criteria. Based on the results of research on "The Effect of Promotion and E-Service Quality on the Decision to Purchase Maybelline Cosmetics at Shopee", it can be concluded that sales promotions at the Maybelline official store at Shopee are in a good category, E-Service Quality on the Maybelline official store at shopee is at good category, consumer purchasing decisions at Maybelline official store at shopee are in good category. From the above conclusions, there are the following suggestions, the need to sell Maybelline at Shopee, provide discounted prices and attractive price packages, so as to generate interest from consumers to make purchases, Maybelline at Shopee needs to always update its newest products, so that they can be known by consumers and it creates interest in buying, especially among users of the Shopee application, Maybelline should make a stricter selection before the image is uploaded by the seller, so that consumers do not feel disappointed with products purchased using the Shopee mobile application. Keywords: E service quality, Marketing, Promotion

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