Open AccessPengaruh Diskon 9.9 Super Shoping Day Shopee terhadap Minat Beli Pengguna Aplikasi Shopee
Author(s) -
Aditya Putra Pratama,
Moehammad Gafar Yoedtadi
Publication year - 2021
Publication title -
prologia
Language(s) - English
Resource type - Journals
ISSN - 2598-0777
DOI - 10.24912/pr.v5i1.10127
Subject(s) - business administration , nonprobability sampling , intervening variable , mathematics , population , business , medicine , environmental health
This study aims to determine the effect of the Shopee discount program on the purchase interest of Shopee application users. The study population was the community in the neighborhood RT03 RW024 Perumahan Villa Gading Harapan, Bekasi. The theory used is the marketing mix theory, discount theory, and purchase interest. In this study, the authors of a questionnaire to 48 Shopee applications who live in the residential area of Villa Gading Harapan, Bekasi. The questionnaire was distributed via a Google form. Data analysis techniques use resistance test, regression analysis test, and hypothesis testing. Sampling using purposive sampling technique. From the results of questionnaire data processing assisted by the SPSS program, it was found that the program had (moderate) effect on the purchase interest of Shopee user applications. And each discount variable has a percentage of 50% which indicates that there is an effect of the discount program from Shopee.Penelitian ini bertujuan untuk mengentahui pengaruh program diskon Shopee terhadap minat beli pengguna aplikasi Shopee. Populasi penelitian ini adalah masyarakat di lingkungan RT03 RW024 Perumahan Villa Gading Harapan, Bekasi. Teori yang digunakan adalah teori bauran pemasaran, teori diskon, dan minat beli. Pada penelitian ini penulis menyebarkan kuesioner kepada 48 orang pengguna aplikasi Shopee yang berdomisili di lingkungan Perumahan Villa Gading Harapan, Bekasi. Kuesioner disebarkan melalui Google form. Teknik analisa data mengguanakan uji korelasi, uji analisis regresi,dan uji hipotesis. Penarikan sampel menggunakan teknik purposive sampling. Dari hasil pengolahan data kuesioner yang dibantu dengan program SPSS didapatkan hasil bahwa ternyata program diskon berpengaruh (sedang) terhadap minat beli pengguna aplikasi Shopee. Dan di setiap variabel diskon memiliki presentase sebesar 50% yang menunjukkan bahwa adanya pengaruh program diskon dari Shopee.