PENGARUH SALES PROMOTION DAN KERAGAMAN PRODUK TERHADAP MINAT BELI DI E - COMMERCE PADA MAHASISWA PENDIDIKAN EKONOMI FKIP UNIVERSITAS JAMBI

Adiba, Najwa (2023) PENGARUH SALES PROMOTION DAN KERAGAMAN PRODUK TERHADAP MINAT BELI DI E - COMMERCE PADA MAHASISWA PENDIDIKAN EKONOMI FKIP UNIVERSITAS JAMBI. S1 thesis, Universitas Jambi.

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Abstract

Penelitian ini bertujuan untuk mendeskripsikan pengaruh setiap variabel yaitu sales promotion dan keragaman produk terhadap minat beli di e – commerce pada mahasiswa pendidikan ekonomi fkip universitas jambi. Hasil penelitian menunjukkan bahwa sales promotion dan keragaman produk sangat mempengaruhi minat beli di e – commerce pada mahasiswa pendidikan ekonomi fkip universitas jambi yang mana faktor yang mempengaruhi nya yaitu pengaruh sales promotion dan pengaruh keragaman produk sangat mempengaruhi minat beli di e – commerce. Hal tersebut dapat ditunjukkan dengan perhitungan analisis menggunakan uji F yang mana nilai Fhitung lebih besar dari Ftabel yaitu 163,222 > 3,04 dan nilai sig lebih besar dari nilai probabilitas 0,05 atau 0,00 < 0,05.Artinya Ho ditolak dan Ha diterima artinya terdapat pengaruh positif yang signifikan antara variabel independen (Sales Promotion dan Keragaman Produk) secara simultan terhadap variabel dependen (Minat Beli di E - Commerce) pada Mahasiswa Pendidikan Ekonomi FKIP Universitas Jambi,yaitu minat beli di e –commerce dengan kontribusi nilai R² yaitu sebesar 62,4%. Hal ini berarti secara bersama-sama variabel sales promotion dan keragaman produk mampu memberikan kontribusi terhadap minat beli di e – commerce. Kata Kunci : Sales Promotion, Keragaman Produk, Minat Beli di E - Commerce This study aims to describe the effect of each variable, namely sales promotion and product variety on buying interest in e-commerce among economic education students at FKIP Jambi University. The results showed that sales promotion and product variety greatly influenced buying interest in e-commerce among students of economic education at FKIP Jambi University, where the influencing factors were the influence of sales promotion and the influence of product diversity which greatly influenced buying interest in e-commerce. This can be shown by calculating the analysis using the F test where the Fcount value is greater than Ftable, namely 163.222 > 3.04 and the sig value is greater than the probability value of 0.05 or 0.00 <0.05. This means that Ho is rejected and Ha is accepted, meaning that there is a significant positive influence between the independent variables (Sales Promotion and Product Diversity) simultaneously on the dependent variable (Buying Interest in E-Commerce) in Economics Education Students of FKIP Jambi University, namely buying interest in e-commerce with a contribution of R² value of 62.4%. This means that together the variables of sales promotion and product diversity can contribute to buying interest in e-commerce. Keywords : Sales Promotion, Product Diversity, Interest In Buying In E-Commerce

Type:	Thesis (S1)
Uncontrolled Keywords:	Sales Promotion, Keragaman Produk, Minat Beli di E - Commerce
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	ADIBA
Date Deposited:	09 Jun 2023 07:36
Last Modified:	09 Jun 2023 07:36
URI:	https://repository.unja.ac.id/id/eprint/49772

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