Pengaruh Iklan Promosi Gratis Ongkos Kirim Shopee Terhadap Keputusan Membeli Pada Mahasiswa ( Studi Kasus Pada Mahasiswa Kos )

Rohani Romadhani, Siti (2022) Pengaruh Iklan Promosi Gratis Ongkos Kirim Shopee Terhadap Keputusan Membeli Pada Mahasiswa ( Studi Kasus Pada Mahasiswa Kos ). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of shopee's free shipping promotion advertising on buying decisions for boarding students. Advertising is a communication process that aims to persuade and lead people or audiences to take an action that is beneficial to the advertiser. In an effort to maintain its business, Shopee has a jargon in the form of "free shipping" which is a mainstay promotion that has its own charm for its users. Shopee's free postage advertisements have various impacts on society, one of which is the purchase decision. In this study, researchers used quantitative research methods to obtain research data by taking samples with the Lemeshow formula and using purposive sampling techniques of 100 respondents. From the test results, it is known that the shopee free postage promotion advertisement has no effect on purchasing decisions for boarding students, then with a Tcount of -0.425 < 1.664 T table and a significance value of 0.672 > 0.05. Then, based on the percentage contribution of shopee's free shipping promotion advertising contribution to purchasing decisions for boarding students, it is 0.2% and the remaining 99.8% is influenced by other factors not included in this study, such as cultural, social, and cultural factors. personal and psychological.

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