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Title: | Pengaruh Diskon dan Biaya Ekspedisi terhadap Keputusan Pembelian pada Platform Shopee: Studi pada ASN Kantor Bupati Serdang Bedagai |
Other Titles: | The Influence of Discounts and Shipping Costs on Purchase Decisions on the Shopee Platform: A Study on Civil Servants at the Serdang Bedagai Regent's Office |
Authors: | Saragih, Anggian Syahputra |
metadata.dc.contributor.advisor: | Lestari, Indawati |
Keywords: | Diskon;Biaya Ekspedisi;Keputusan Pembelian;Discounts;Expedition Fees;Purchasing Decisions |
Issue Date: | Mar-2025 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;188320168 |
Abstract: | Penelitian ini bertujuan untuk mengetahui pengaruh diskon dan biaya ekspedisi terhadap keputusan pembelian di platform Shopee pada ASN Kantor Bupati Serdang Bedagai. Penelitian ini menggunakan metode kuantitatif asosiatif kausal dengan populasi 290 responden dan sampel 74 ASN yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa secara parsial, diskon berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee, begitu pula dengan biaya ekspedisi. Secara simultan, kedua variabel ini juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,656 menunjukkan bahwa 65,6% varians keputusan pembelian dijelaskan oleh diskon dan biaya ekspedisi, sementara 34,4% dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini menegaskan pentingnya strategi harga dan biaya pengiriman dalam memengaruhi keputusan pembelian konsumen. This study aims to determine the effect of discounts and shipping costs on purchasing decisions on the Shopee platform for ASN at the Serdang Bedagai Regent's Office. This study uses a causal associative quantitative method with a population of 290 respondents and a sample of 74 ASN selected through purposive sampling techniques. Data were collected through questionnaires and analyzed using SPSS. The results of the study indicate that discounts partially have a positive and significant effect on Shopee's purchasing decisions, as well as shipping costs. Simultaneously, these two variables also have a positive and significant effect on purchasing decisions. The coefficient of determination (Adjusted R Square) value of 0.656 indicates that discounts and shipping costs explain 65.6% of the variance in purchasing decisions, while 34.4% is influenced by other factors not studied. These findings emphasize the importance of pricing strategies and shipping costs in influencing consumer purchasing decisions. |
Description: | 13 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/27752 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320168 - Anggian Syahputra Saragih - Fulltext.pdf | Fulltext | 544.64 kB | Adobe PDF | View/Open |
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