Pengaruh Promosi Penjualan, Merek, Harga, Sosial Terhadap Keputusan Pembelian Konsumen Pengguna Shopeepay di Kabupaten Gresik

Salsabila, Aprilia Naili (2023) Pengaruh Promosi Penjualan, Merek, Harga, Sosial Terhadap Keputusan Pembelian Konsumen Pengguna Shopeepay di Kabupaten Gresik. Journal of Management and Creative Business, 1 (4). 01-14. ISSN 2962-0856

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Abstract

This study aims to determine the effect of Sales Promotion, Brand, Price, Social on purchasing decisions of consumers using ShopeePay in Gresik Regency. By using 95 respondents as a sample. This study uses multiple linear regression analysis using four hypotheses. Hypothesis testing using the t test with a significance level of 0.05. The calculation results show that the independent variable, namely Sales Promotion, has a positive but insignificant effect because the significance value is above 0.05. Other independent variables such as Brand, Price and Social partially have a significant positive effect with a significance number below 0.05. Based on the results of this analysis, it is hoped that ShopeePay can improve Sales, Brand, Price and Social Promotions. Because this will increase consumer purchasing decisions using the ShopeePay digital wallet.

Item Type:	Article
Uncontrolled Keywords:	Sales Promotion, Brand, Price, Social, Buying decision
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Aprilia Naili Salsabila
Date Deposited:	25 Oct 2023 01:03
Last Modified:	25 Oct 2023 01:03
URI:	http://eprints.umg.ac.id/id/eprint/9107

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