Pengaruh Segmentasi, Targeting, Positioning Terhadap Keputusan Pembelian secara Online di Shopee di Era Pandemi Covid-19 (Studi Kasus Konsumen Kecamatan Medan Amplas Keluarahan Amplas)

Abstract

Tujuan dalam penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Segmentasi, Targeting, Positioning Terhadap Keputusan Pembelian Secara Online Di Shopee Di Era Pandemi Covid-19. Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengandaftar pertanyaan (questionnaire) dan pengamatan (observation). Populasi dalam penelitian ini adalah seluruh Konsumen Kec Medan Amplas Kel Amplas Lingkungan II yang berjumlah 82 orang. Penarikan sampel dengan metode slovin atau yang dikenal rumus slovin. Dalam penelitian ini jumlah populasi relatif besar yaitu sebanyak 450 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 21, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel segmentasi mempengaruhi Keputusan Pembelian secara online di shopee di era pandemi covid-19.(2) secara parsial variabel targeting mempengaruhi Keputusan Pembelian secara online di shopee di era pandemi covid-19 . (3) secara parsial variabel positioning mempengaruhi Keputusan Pembelian secara online di shopee di era pandemi covid-19. (4) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel segmentasi, targeting, positioning terhadap keputusan pembelian secara online di shopee di era pandemi covid-19. The purpose of this study was to determine and analyze the Effects of Segmentation, Targeting, Positioning on Online Purchasing Decisions at Shopee in the Covid-19 Pandemic Era. The research method used is associative research, where variables are measured by a Likert scale. The data collection method was done by using a questionnaire and observation. The population in this study were all consumers of Medan Amplas Subdistrict Amplas Kel Amplas Lingkungan II, amounting to 450 people. Withdrawal of samples using the Slovin method or what is known as the Slovin formula. In this study, the sample namely as many as 82 people.Data processing using SPSS software version 21, with descriptive analysis and hypothesis testing multiple regression analysis. The results showed that: (1) partially segmentation variables affect online purchasing decisions at shopees in the era of the Covid-19 pandemic. (2) Partially the targeting variable affects online purchasing decisions at shopees in the era of the Covid-19 pandemic. (3) partially positioning variables affect online purchasing decisions at shopees in the era of the Covid-19 pandemic. (4) Simultaneously there is a positive and significant influence between the segmentation, targeting, positioning variables on online purchasing decisions at shopees in the era of the Covid-19 pandemic.