Lestari, Winda Dwi (2023) Faktor-Faktor yang Mempengaruhi Permintaan Barang Online Melalui Shopee PayLater Sebagai Variabel Intervening (Studi Kasus pada Mahasiswa Universitas Jambi). S1 thesis, Universitas Jambi.
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ABSTRAK_WINDA DWI.pdf Download (251kB) |
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BAB 1 BARU WINDA.pdf Download (331kB) |
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BAB 6 WINDA.pdf Download (265kB) |
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BISMILLAH SKRIPSI WINDA WISUDA APRIL AAMIIN.pdf Restricted to Repository staff only Download (4MB) |
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DAFTAR PUSTAKA WINDA.pdf Download (175kB) |
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Cover Winda.pdf Download (106kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk: 1) Mengetahui karakteristik mahasiswa pengguna shopee paylater di Universitas Jambi, 2) Mengetahui pengaruh promosi, harga dan uang saku terhadap Permintaan melalui spaylater secara langsung dan tidak langsung. Metode penelitian pada penelitian ini ialah deskriptif kuantitaif dengan metode pengumpulan data kuesioner, Populasi dalam penelitian ini yaitu semua mahasiswa yang pernah menggunakakan metode pembayaran SPayLater setidaknya satu kali dan Sampel yang digunakan berjumlah 97 mahasiswa. Alat analisis data yang digunakan ialah Analisis Path (Analisis Jalur) dengan bantuan aplikasi Amos. Hasil analisis path pada penelitian ini yaitu secara langsung variabel uang saku berpengaruh signifikan terhadap spaylater, namun tidak dengan variabel promosi dan harga. selain itu variabel uang saku dan spaylater yang berpengaruh signifikan terhadap permintaan. Sedangkan secara tidak langsung, berdasarkan uji sobel uang saku berpengaruh signifikan terhadap permintaan, sedangkan variabel promosi dan harga tidak berpengaruh signifikan terhadap permintaan. Kata Kunci: Permintaan Barang Online, Shopee PayLater, Analisis Path ABSTRACT This study aims to: 1) Know the characteristics of students who use Shopee Pay Later at Jambi University, 2) Know the effect of promotions, prices and pocket money on demand through the use of SPaylater. The research method in this study was descriptive quantitative using a questionnaire data collection method. The population in this study were all students who had used the SPayLater payment method at least once and the sample used was 97 students. The data analysis tool used is Path Analysis. The results of the path analysis in this study are that the use of SPayLater has not been able to mediate the influence of promotions, prices and allowances on demand. The results of the study simultaneously show that promotion, price and allowance variables have a significant effect on the use of SPayLater. Effect of Promotion, Price, Allowance and Use of SPayLater has a significant effect on Demand. Meanwhile, partially, the effect of using SPayLater has a significant effect on demand. Keywords: Demand For Goods, Shopee Pay Later, Path Analysis
| Type: | Thesis (S1) |
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| Uncontrolled Keywords: | Permintaan Barang Online, Shopee PayLater, Analisis Path |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ekonomi Pembangunan |
| Depositing User: | LESTARI |
| Date Deposited: | 21 Mar 2023 08:39 |
| Last Modified: | 21 Mar 2023 08:39 |
| URI: | https://repository.unja.ac.id/id/eprint/46375 |
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