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Aditya Wardhana
Universitas Telkom
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Journal : YUME : Journal of Management

 1 
Pengaruh Kemudahan Penggunaan Aplikasi dan Promosi terhadap Keputusan Pembelian pada E-Commerce Shopee Pratama, Aulya Rahman Putri; Wardhana, Aditya
YUME : Journal of Management Vol 5, No 2 (2022)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v5i2.1530

Abstract

Abstrak Dengan adanya perkembangan teknologi yang sangat pesat lifestyle pun lambat laun berubah. Salah satunya adalah berbelanja secara online melalui E – commerce. Shopee merupakan salah satu E – commerce dengan tingkat pengunjug tertinngi di Asia Tenggara pada tahun 2019. Hal itu disebabkan karena kemudahan penggunaan pada aplikasi E – commerce Shopee dan promosi yang dilakukan oleh E – Commerce ShopeePenelitian ini digunakan untuk mengetahui bagaimana kemudahan penggunaan aplikasi dan promosi pada E – Commerce Shopee. Tujuan dilakukan penelitian ini adalah untuk mengetahui pengaruh kemudahan penggunaan aplikasi dan promosi terhadap keputusan pembelian pada E – Commerce Shopee baik secara parsial mapun secara simultanHasil penelitian menunjukan pada analisis deskriptif variabel kemudahan penggunaan aplikasi mendapatkan hasil sebesar 91,58% berada pada kategori sangat mudah, variabel promosi mendapatkan hasil sebesar 85,61% berada pada kategori sangat baik, variabel keputusan mendapatkan hasil 85,77% berada pada kategori sangat baik. Secara parsial kemudahan penggunaan aplikasi tidak berprngaruh secara signifikan terhadap keputusan pembelian sedangkan promosi berpengaruh secara signifikan terhadap keputusan pembelian. Secara simultan kemudahan penggunaan aplikasi dan promosi berpengaruh secara signifikan terhadap keputusan pembelian. Kata Kunci : Kemudahan Penggunaan Aplikas, Promosi, Keputusan Pembelian AbstractWith the rapid development of technology, lifestyle is slowly changing. One of them is shopping online through E-commerce. Shopee is one of the E-commerce sites with the highest visitor rates in Southeast Asia in 2019. This is due to the ease of use of the Shopee E-commerce application and the promotions carried out by Shopee E-CommerceThis research is used to find out how easy it is to use applications and promotions on E-Commerce Shopee. The purpose of this study was to determine the effect of ease of use of applications and promotions on purchasing decisions at E-Commerce Shopee either partially or simultaneously.The results showed that in the descriptive analysis of the application ease of use variables, 91,58% were in the verry easy category, the promotion variable 85,61% was in the verry good category, and the decision variable was 85,77% in the verry good category. Partially, the ease of use of the application does not have a significant effect on purchasing decisions, while promotions have a significant effect on purchasing decisions. Simultaneously the ease of use of applications and promotions significantly influence purchasing decisions. Keywords: Ease of Use of Applications, Promotion, Purchase Decision
Co-Authors Adzani, Shofi Raihan Agnelia, Revina Anisa Agusman Aris, Affandy Al Hazmi, Nadhil Alief Maulana Aldi Akbar Amalina Fitria, Nur Anisa Agnelia, Revina Arief Ramadhan Arief, Ilham Arif Kuswanto Aris, Affandy Agusman Augiani, A. S Augiani, Amani S. Awaliyah, Nadila Rabiatul Azhari, Nadya Dewi Bando, Nurjannah Budi Harto Budi Rustandi Kartawinata Cakranegara, Pandu Adi Christabella, Rininta Citra, Khansa Fairuz Cleopas Martin Rumende Dadang Sudrajat Daya, Mulianah desi kristanti, desi Dien, Siphora Dwikawardhana, Galih Santika Dyah Maharani E. Mudjaddid A. Siswanto Deddy N.W.Achadiono Hamzah Shatri Efendi Efendi Em Yunir, Em Erni Juwita Nelwan, Erni Juwita Faizah, Ana Farhana, Nadya Feroniasanti, Lauda Hafifah, Ariqah Nur Haidar, Zeffan Daffa Fitra Halim, Jessica Hartini Hartini Hartini Hartini Hartini, Hartini - Hendy Tannady Hermawan, Saskia Apriliana Hernawan, Moch Arif Insani, Al Fajrin Irmia Kusumadewi Irzan Soepriyadi Joko Ariawan Kaltha, Karina Kameswari, Varra Awaliah Pinus Karimah, Benati Kautsar, Raisya Ayu Khalida, Nurma Kispa, Tera Kumalawati, July Kurniasari, Dhita Leonard Nainggolan Liem, Isabella Kurnia Lis Lesmini Listiya, Marcella Tirta Mahendra Fakhri Mahir Pradana Mapata, Dg. Marcellus Simadibrata Marcevianto, Kevin Varian Maya Kasmita Melati Putri , Nandita Melvani, Belvana Putri Miranda, Eliza Mohamad Rachadian Ramadan Mujadid, Fajar Muzhaffar, Muhammad Azhar Farrell N, Kristanty Marina Natalia N, NORMIYATI Nabilah , Agne Natasha, Bella Nisrina Kamila Normiyati Normiyati Novialdi . Noviandi Syarif , Akhmad Nuryana, Arief Octovia, Lily Indriani Oklia, Sheila Pelitahati, Puguh Piprim B. Yanuarso, Piprim B. Pratama, Aulya Rahman Putri Pratiwi, Intan Pudjiti, Dyah Juliana Pusponegoro, Erdina Hardiono D Putri, Nandita Melati Rachmawaty Rachmawaty Rachmawaty, Rachmawaty Raharjanti, Natalia Widiasih Rahmah Kusuma, Tyas Rahmawati, Nosita Rahmawati, Rahmawati Ramadhania, Dian Araminta Rasyid, Nurhayati M Revi Sesario Revina Anisa Agnelia Ricky Aditya Rismala Dewi Rizal S, Muh. Rustam, Musfardi Salma Nurhaliza Sandhi, Afriyanti Sandora, Normalina Santosa, Arby Mauliddan Sapinah, Sapinah Sari, Ade Risna Sari, Ayu Diandra Satyani, Metta Sesario, Revi Setiawan, Evania Setyowati, Tri Mulyani Soegeng Wahyoedi Sugiarto, Adhrie Sulaiman, Syarifuddin Suryaningsih, Lilik suryawan, ryan firdiansyah Suyuti, Rizal Syah Putra, Syah Syahputra Syahputra Syahputra, Syahputra Syarif, Akhmad Noviandi Syarifuddin Syarifuddin Tanjunga, Sanjaya F. Tanjunga, Sanjaya Faisal Tedjaatmadja, Chintya Tenriulan, Andi Tienni Mariana Simanjorang Tjhin Wiguna Trisnianti, Rika Valeria, Michelle Veronica, Raja Merlinda Wina Sinaga Winanda, Rizki Aniza Winarno, Gammaditya A. Winarno, Gammaditya Adhibarata Wulandari, Yohannessa Yahya, Muh. Zainuddin Iba Zakaria, Meutia Zidna, An’umillah Arini