PENGARUH PROMOSI IKLAN DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI E-COMMERCE (STUDI KASUS PADA MAHASISWA PRODI PENDIDIKAN BISNIS STAMBUK 2018 UNIVERSITAS NEGERI MEDAN)

SIBARANI, WILMA ELVIANA (2021) PENGARUH PROMOSI IKLAN DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI E-COMMERCE (STUDI KASUS PADA MAHASISWA PRODI PENDIDIKAN BISNIS STAMBUK 2018 UNIVERSITAS NEGERI MEDAN). Undergraduate thesis, Universitas Negeri Medan.

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Abstract

Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh promosi iklan dan ulasan produk terhadap keputusan pembelian secara online di e-commerce pada mahasiswa prodi pendidikan bisnis stambuk 2018 Universitas Negeri Medan. Populasi dalam penelitian ini adalah 53 mahasiswa. Teknik pengumpulan data dalam penelitian ini dilakukan dengan cara menyebarkan angket (kuesioner) yang pengukurannya dilakukan dengan skala likert dan diolah secara statistik. Teknik analisis data yang digunakan uji asumsi klasik, analisis regresi linier berganda, perhitungan determinasi, dan uji hipotesis. Hasil penelitian menunjukkan variabel Promosi Iklan tidak berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dengan hasil t_(hitung ) < t_(tabel )yaitu sebesar (-362 < 2,008) dengan taraf signifikansi 95% dan nilai α > 0,05 yaitu ( 0,719 > 0,05). Beda halnya dengan variabel Ulasan Produk yang berpengaruh positif dan signifikan terhadap Keputusan Pembelian di buktikan dengan hasil t_(hitung ) > t_(tabel )yaitu sebesar (2,147 > 2,008) dengan taraf signifikansi 95% dan nilai α > 0,05 yaitu (0,037 < 0,05). Dari hasil analisis data menggunakan regresi linier berganda dan uji hipotesis dapat disimpulkan bahwa secara parsial variabel Promosi Iklan tidak berpengaruh terhadap keputusan pembelian, kemudian untuk variabel Ulasan Produk secara parsial berpengaruh terhadap keputusan pembelian . Hal ini dilihat dari hasil analisis regresi linier berganda diperoleh persamaan Y = 47,179 – 0,065 〖(X〗_1) + 0,413 〖(X〗_2) . Secara simultan terdapat pengaruh dengan F_(hitung ) > F_(tabel ) (11,111 > 3,18) dan nilai signifikansi (0,000 < 0,05). Dengan besarnya pengaruh kedua variabel bebas tersebut 30,8 % sedangkan 69,2 % dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisor, Fitrawatynidn0011057601
Keywords: Promosi Iklan, Ulasan Produk, Keputusan Pembelian.
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Divisions: Fakultas Ekonomi > Pendidikan Bisnis
Depositing User: Cut Lidya Mutia
Date Deposited: 05 Sep 2022 01:37
URI: http://digilib.unimed.ac.id/id/eprint/47686

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