PENGARUH PROMOSI PENJUALAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP IMPULSE BUYING PRODUK FASHION PADA E-COMMERCE SHOPEE DI KOTA JAMBI

Aisyah, Siti (2025) PENGARUH PROMOSI PENJUALAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP IMPULSE BUYING PRODUK FASHION PADA E-COMMERCE SHOPEE DI KOTA JAMBI. S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK Penelitian ini merupakan studi kuantitatif yang bertujuan untuk mengetahui pengaruh Promosi Penjualan dan Electronic Word of Mouth (eWOM) terhadap Impulse Buying produk fashion di e-commerce Shopee, khususnya pada pengguna di Kota Jambi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengambilan sampel menggunakan metode purposive sampling. Jumlah responden dalam penelitian ini sebanyak 96 orang yang merupakan pengguna aktif Shopee dan pernah melakukan pembelian produk fashion secara daring. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan Google Form, sedangkan teknik analisis data dilakukan dengan menggunakan regresi linier berganda melalui bantuan aplikasi SPSS versi 30. Hasil penelitian menunjukkan bahwa secara parsial promosi penjualan berpengaruh positif dan signifikan terhadap impulse buying. Sementara itu, electronic word of mouth tidak berpengaruh signifikan terhadap impulse buying. Selanjutnya, hasil uji simultan menunjukkan bahwa promosi penjualan dan eWOM secara bersama-sama berpengaruh signifikan terhadap impulse buying produk fashion pada e-commece Shopee di Kota Jambi. Kata Kunci: Promosi Penjualan, Electronic Word of Mouth (eWOM), Impulse Buying, Produk Fashion, Shopee. ABSTRACT This study is a quantitative research that aims to examine the influence of Sales Promotion and Electronic Word of Mouth (eWOM) on impulse buying of fashion products on the Shopee e-commerce, specifically among users in Jambi City. The research employed a quantitative approach with purposive sampling technique. A total of 96 respondents were selected, all of whom are active Shopee users who have purchased fashion products online. Data collection was carried out using a questionnaire distributed via Google Forms, while the data analysis was conducted using multiple linear regression with the assistance of SPSS version 30. The results of the study show that, partially, sales promotion has a positive and significant influence on impulse buying. Meanwhile, electronic word of mouth does not have a significant influence on impulse buying. Furthermore, the simultaneous test results indicate that sales promotion and eWOM together have a significant influence on the impulse buying behavior of fashion products on the Shopee e-commerce in Jambi City. Keywords: Sales Promotion, Electronic Word of Mouth (eWOM), Impulse Buying, Fashion Products, Shopee.

Type: Thesis (S1)
Subjects: L Education > L Education (General)
Depositing User: Aisyah
Date Deposited: 14 Oct 2025 03:27
Last Modified: 14 Oct 2025 03:27
URI: https://repository.unja.ac.id/id/eprint/86508

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