Fasyah, Intan Ullayatul (2025) PENGARUH STRATEGI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO FREEDOM STREET WEAR DI SHOPEE (TA.10.25.010). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
Full text not available from this repository.Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh strategi promosi terhadap keputusan pembelian produk pada Toko Freedom Street Wear di Shopee. Target responden dalam penelitian ini adalah pengguna Shopee yang pernah membeli produk tersebut melalui official store. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data diperoleh melalui penyebaran kuesioner kepada 100 orang responden yang dipilih menggunakan teknik non-probability sampling, dengan menggunakan pendekatan purposive sampling. Teknik analisis data yang digunakan adalah regresi linear berganda, yang bertujuan untuk melihat pengaruh masing-masing variabel secara terpisah maupun bersama-sama terhadap keputusan pembelian. Hasil pengolahan data menunjukkan bahwa Diskon Tanggal Kembar (X1) secara parsial memiliki pengaruh yang signifikan dan positif terhadap keputusan konsumen dalam membeli produk. Sementara itu, variabel Gratis Ongkir (X2) dan Metode Pembayaran Cash On Delivery (COD) (X3) tidak menunjukkan pengaruh signifikan secara individu, meskipun variabel Metode Pembayaran Cash On Delivery (COD) tetap menunjukkan arah yang positif. Namun demikian, ketika dianalisis secara bersamaan, ketiga variabel promosi ini terbukti memberikan dampak yang signifikan terhadap keputusan pembelian. Hal ini menegaskan bahwa strategi promosi tetap menjadi elemen penting dalam mendorong minat dan tindakan konsumen dalam berbelanja online. Kata Kunci: Diskon Tanggal Kembar, Gratis Ongkos Kirim, Metode Pembayaran Cash On Delivery (COD), dan Keputusan Pembelian. viii Universitas Logistik dan Bisnis Internasional THE EFFECT OF PROMOTIONAL STRATEGIES ON PURCHASING DECISIONS AT FREEDOM STREET WEAR STORE ON SHOPEE By: Intan Ullyatul Fasyah, Bachelor of Applied E-Commerce Logistics - EL ABSTRACT This study aims to determine the effect of promotional strategies on purchasing decisions for products at Freedom Street Wear Store on Shopee. The target respondents in this study are Shopee users who have purchased these products through the official store. This study uses a quantitative approach with a survey method, where data is obtained through the distribution of questionnaires to 100 respondents selected using non-probability sampling techniques, using a purposive sampling approach. The data analysis technique used is multiple linear regression, which aims to examine the influence of each variable separately and collectively on purchasing decisions. The results of data processing show that Twin Date Discount (X1) partially has a significant and positive influence on consumer decisions to purchase products. Meanwhile, the variables Free Shipping (X2) and Cash On Delivery (COD) Payment Method (X3) do not show a significant influence individually, although the Cash On Delivery (COD) Payment Method variable still shows a positive direction. However, when analyzed together, these three promotional variables were found to have a significant impact on purchasing decisions. This reinforces that promotional strategies remain an important element in driving consumer interest and actions in online shopping. Keywords: Twin Date Discount, Free Shipping, Cash On Delivery (COD) Payment Method, and Purchase Decision.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Logistik Niaga-EI D4 |
| Depositing User: | PKL SATU SATU |
| Date Deposited: | 22 Jul 2026 08:47 |
| Last Modified: | 22 Jul 2026 08:47 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4151 |
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