Pengaruh Promosi dan Persepsi Kemudahan Terhadap Keputusan Penggunaan Marketplace Shopee (Studi Pada Pengguna Marketplace Shopee di Jakarta Utara)
DOI:
https://doi.org/10.31334/jambis.v3i3.3177Keywords:
Promotion, Perceived Convenience, Decision to Use.Abstract
This study aims to determine how much influence promotion and perceived
convenience have on the decision to use the shopee marketplace (a study on
shopee users in North Jakarta, especially in the Kalibaru sub-district). The
gaps in this study are promotions by shopee too often and monotonous
concepts, the shopee registration process that is not understood by
consumers, the lack of attractive promotions compared to other competitors.
The research method used in this study is a quantitative method. The data
collection technique is in the form of a questionnaire. The population in this
study were internet users who had shopped online at least once at Shopee in
North Jakarta, especially in the Kalibaru sub-district. The sampling technique
for this study used purposive sampling, namely internet users who had
shopped online at least once at Shopee. The results of this study indicate that
the coefficient of determination of the value of R Square Promotion is 0.506
which indicates that the proportion of influence of the promotion variable on
the decision to use is 50.6%. The result of the coefficient of determination of
the R Square value of perceived convenience is 0.540 which shows that the
proportion of the influence of the variable perceived ease of use is 54.0% The
result of the coefficient of determination of the R Square value of promotion
and perceived convenience is 0.627 which shows that the proportion of the
influence of the promotion variable and the perceived ease of decision usage
of 62.7% while the remaining 37.3% is influenced by other factors outside the
regression model analyzed.
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