Pengaruh Iklan Tv Shopee Versi "goyang Shopee 9.9 Super Shopping Day" Terhadap Keputusan Pembelian Melalui Aplikasi Shopee (survey Pada Masyarakat Di Kota Bandung)

Octavia Handayani Nasrial, Nur Atnan

Abstract

Abstrak Shopee merupakan aplikasi tempat belanja online yang berfokus pada platform mobile maka orang-orang lebih cepat mencari, berbelanja, serta berjualan langsung di ponsel saja. Melihat perkembangan zaman semakin maju mulai dari gaya hidup, teknologi serta pengetahuan maka suatu permintaan akan kebutuhan semakin tinggi sehingga membuat perusahaan-perusahaan salah satunya yaitu perusahaan e-commerce semakin berlomba-lomba dalam membuat inovasi dan memasarkan bisnisnya supaya bisa meningkatkan pembelian konsumennya. Penelitian ini bertujuan untuk mengetahui pengaruh iklan TV Shopee versi Goyang Shopee 9.9 Super shopping day terhadap keputusan pembelian melalui aplikasi Shopee di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif dengan metode penelitian kuantitatif bentuk hubungan kausal. Populasi dalam penelitian ini adalah masyarakat Kota Bandung dan sudah menyaksikan iklan TV Shopee 9.9 Super Shopping Day, dengan responden sebanyak 100 orang. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan metode teknik Sampling Insidental. Teknik analisis data yang digunakan yaitu analisis deksriptif dan analisis regresi linear sederhana. Berdasarkan hasil uji hipotesis (uji t) bahwa terdapat pengaruh iklan TV Shopee Versi Goyang Shopee 9.9 Super Shopping Day terhadap keputusan pembelian melalui aplikasi shopee. Hal ini dibuktikan dengan t hitung > t tabel (8,540 > 1,984). Berdasarkan koefisien determinasi didapat bahwa iklan TV Shopee Versi Goyang Shopee 9.9 Super Shopping Day memberikan pengaruh sebesar 42,7% terhadap keputusan pembelian melalui aplikasi Shopee.

Kata Kunci: Shopee, Iklan TV, Keputusan Pembelian

Abstract Shopee is an online shopping application that focuses on mobile platforms so people are faster to find, shop, and sell directly on mobile. Seeing the progress of the times more advanced starting from lifestyle, technology and knowledge, a demand for needs is increasingly high, making companies one of which is e-commerce companies are increasingly vying in making innovations and marketing their businesses in order to increase consumer purchases. This study aims to determine the effect of the Shopee 9.9 version of Shopee TV ads on Super shopping day on purchasing decisions through the Shopee application in Bandung City. The type of research used was descriptive with quantitative research methods in the form of causal relationships. The population in this study was the people of Bandung City and had watched the TV Shopee 9.9 Super Shopping Day advertisement, with as many as 100 respondents. The sampling technique used is non probability sampling with a Sampling Insidental technique. The data analysis technique used is descriptive analysis and simple linear regression analysis. Based on the results of hypothesis testing (t test) that there is an influence of the Shopee Version 9.9 Super Shopping Day TV Shopee ad on purchasing decisions through the shopee application. This is evidenced by t count> t table (8,540> 1,984). Based on the coefficient of determination it was found that Shopee TV Version Goyang Shopee 9.9 Super Shopping Day gave an effect of 42.7% on purchasing decisions through the Shopee application. Key words: Shopee, Television Advertising, Purchasing Decisions

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