Pengaruh Promosi dan Persepsi Kemudahan Terhadap Keputusan Penggunaan Marketplace Shopee (Studi Pada Pengguna Marketplace Shopee di Jakarta Utara)

Nur Fitri Rahmawati, Ade Firmansyah, Alfihani Alfihani

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.


Keywords


Promotion; Perceived Convenience; Decision to Use.

Full Text:

PDF

References


Buku

Saleh, Muhammad Yusuf & Said, M. 2019. Konsep dan Strategi Pemasaran. Makasar: CV Sah Media.

Kotler, P., and Keller, K. L., 2016. Marketing Management, 15th edition. Illionis: Pearson.

Kotler, Philip dan Kevin Lane Keller. 2017. Manajemen Pemasaran. Edisi 1.Alih bahasa: Bob sabran, MM. Jakarta :Erlangga

Sumanto. 2014. Psikologi Umum. Yogyakarta: CAPS h. 52

Jurnal

Prathama, F., & Sahetapy, W. L. 2019. Pengaruh Kemudahan Penggunaan Aplikasi Dan Kepercayaan Konsumen Terhadap Minat Beli Ulang Konsumen E-Commerce Lazada. Agora. Vol 7. No 1. Hal 1–6.

Tanjaya, S. C., Mananeke, L. L., & Tawas, H. N. 2019. Pengaruh Kualitas Informasi, Kepercayaan Dan Kemudahan Konsumen Terhadap Keputusan Pembelian Produk Vape Di Instagram. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(4).

Dewi, N., & Warmika, I. (2016). Peran Persepsi Kemudahan Penggunaan, Persepsi Manfaat Dan Persepsi Resiko Terhadap Niat Menggunakan Mobile Commerce Di Kota Denpasar. 5(4).

Setyarko, Y. (2016). Analisis Persepsi Harga, Promosi, Kualitas Pelayanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online. Ekonomika Dan Manajemen. 5(2), 128–147.

Khafidatu dkk. 2016,Pengaruh ulasan produk, kemudahan, kepercayaan, dan harga terhadap keputusan pembelian pada marketplace shopee di mojokerto ,jurnal manajemen. Vol 6. hal 31-42 .

Yuliawan, E., Siagian, H., & Willis, L. 2018. Analisis Pengaruh Faktor Kepercayaan, Kemudahan, dan Kualitas Layanan Terhadap Keputusan Pembelian pada Online Shop Zalora Indonesia (studi pada Mahasiswa Program Studi Manajemen STIE Mikroskil Medan). Jurnal Ekonomi dan kewirausahaan, 34-49.




DOI: https://doi.org/10.31334/jambis.v3i3.3177

DOI (PDF): https://doi.org/10.31334/jambis.v3i3.3177.g1526

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 JAMBIS : Jurnal Administrasi Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

JAMBIS : Jurnal Administrasi Bisnis

ISSN 2775-2615 (Media Online)
Email :  [email protected]
Website: http://ojs.stiami.ac.id/index.php/JUMABI/index

 

INDEKS BY: