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https://repositori.uma.ac.id/handle/123456789/17719
Title: | Pengaruh Promosi Cashbackdan Harga Pada Ovo Terhadap Perilaku Konsumen (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Medan Area) |
Other Titles: | The Effect of Cashback and Price Promotion on Ovo on Consumer Behavior (Case Study Students of the Faculty of Economics and Business, University of Medan Area) |
Authors: | Ritonga, Ines Jihan Novita |
metadata.dc.contributor.advisor: | Suryani, Wan |
Keywords: | promosi cashback;harga;perilaku konsumen;cashback promotion;price;consumer behavior |
Issue Date: | 19-Jan-2022 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;178320352 |
Abstract: | Penelitian ini bertujuan untuk Mengetahui “Pengaruh Promosi Cashback Dan Harga Pada OVO Terhadap Perilaku Konsumen (Studi Kasus Mahasiswa FakultasEkonomi Dan BisnisUniversitas Medan Area)”. Jenis penelitian yang digunakan adalah penelitian kuantitatif asosiatif. Populasi dalam penelitian Mahasiswa Fakultas Ekonomi dan BisnisUniversitas Medan Area yang berjumlah 423 orang dengan menggunakan teknik rumus slovin, maka diketahui jumlah sampel yang akan diteliti sebanyak 81 responden yang diambil dari sebagian populasi. Berdasarkan hasil uji hipotesis (uji t) bahwa variabel promosi Cashback berpengaruh positif dan signifikan terhadap perilaku konsumen. Dimana taraf signifikan α 5% nilai nilai thitung 3,458 > ttable1,991 dan nilai p-value pada kolom sig. 0,000 < 0.05 artinya signifikan. Hal ini menjelaskan bahwa promosi Cashback berpengaruh positif dan signifikan terhadap perilaku konsumen pada OVO di Fakultas Ekonomi dan Bisnis Universitas Medan Area dan taraf siginifikan α 5% nilai nilai thitung6,015> ttable1,991 dan nilai p-value pada kolom sig. 0,000 < 0.05 artinya signifikan. Hal ini menjelaskan harga berpengaruh positif dan signifikan terhadap signifikan terhadap perilaku konsumen pada OVO di Fakultas Ekonomi dan Bisnis Universitas Medan Area. This study aims to determine "the influence of cashback promotions and prices on OVO on consumer behavior (case studies of students of the Faculty of Economics and Business Universitas Medan Area)". The type of research used is associative quantitative research. The population in the study of the Faculty of Economics and Business Universitas Medan Area, which amounted to 423 people using the Slovin formula technique, it is known that the number of samples will be studied as many as 81 respondents taken from some populations. Based on the results of the hypothesis test (T test) that the cashback promotion variable has a positive and significant effect on consumer behavior. Where a significant level α 5% value of tcount 3.458> ttable 1,991 and p-value value in the sig column. 0,000 <0.05 means significant. This explains that the cashback promotion has a positive and significant effect on consumer behavior in the OVO at the Faculty of Economics and Business Universitas Medan Area and significal list α 5% value of tcount 6.015> T table 1,951 and P-value value in the sig column. 0,000 <0.05 means significant. This explains the price has a positive and significant effect on significant to consumer behavior in OVO at the Faculty of Economics and Business University of Medan Area. |
Description: | 77 Halaman |
URI: | http://repository.uma.ac.id/handle/123456789/17719 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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178320352_Ines Jihan Novita_Chapter IV.pdf Restricted Access | Chapter IV | 520.36 kB | Adobe PDF | View/Open Request a copy |
178320352_Ines Jihan Novita_Fulltext.pdf | Cover, Abstract, Chapter I,II,III,V, Bibliography | 1.37 MB | Adobe PDF | View/Open |
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