PENGARUH SALES PROMOTION SHOPEE INDONESIA TERHADAP IMPULSE BUYING PENGGUNANYA PADA SAAT PANDEMI COVID-19

ANITA DYAH NUR'AINI, Drs. Mohamad Halimi, M.M

2021 | Tugas Akhir | D3 MANAJEMEN

Penelitian ini memiliki tujuan: (1) Untuk mengetahui apakah sales promotion yang dilakukan shopee berpengaruh terhadap kegiatan impulse buying pada penggunanya saat pandemi covid-19. (2) Untuk mengukur seberapa besar pengaruh sales promotion yang dilakukan shopee terhadap kegiatan impulse buying pada penggunanya saat pandemi covid-19. Penelitian ini juga meggunakan metode kuantitatif, data pada penelitian ini diperoleh melalui kuesioner yang dibagikan oleh peneliti dan sampelnya diambil dengan menggunakan teknik non probability sampling. Kesimpulan dalam penelitian ini menghasilkan: (1) Terdapat pengaruh yang signifikan dan positif antara variabel sales promotion dan variabel impulse buying. (2) Variabel sales promotion berpengaruh terhadap variabel impulse buying sebesar 29,8%.

This study has purpose: (1) to find out whether the sales promotion carried out by shopee has an effect on impulse buying activities for its users during the covid -19 pandemic. (2) To measure how much influence shopee's sales promotion has on impulse buying activities for its users during the covid-19 pandemic. This study also uses quantitative methods, the data in this study were obtained through questionnaires distributed by researchers and the samples were taken using nonprobability sampling techniques. The conclusions in this study produce: (1) There is a significant and positive influence between the sales promotion variable and the impulse buying variable. (2) The sales promotion variable has an effect on the impulse buying variable by 29.8%.

Kata Kunci : Sales Promotion, Impulse Buying