ANALISIS DOMINASI PROMOSI DAN DISTRIBUSI TERHADAP KEPUTUSAN BELANJA DI APLIKASI SHOPEE PADA MAHASISWA UMS - Hassan, Hasanudin; Baharsyah, Syamsudin (Universitas IPWIJA (Sekolah Tinggi Ilmu Ekonimi IPWI Jakarta), 2023)
Dilakukannya penelitian ini untuk mengukur apakah terdapat dominasi promosi dan distribusi terhadap keputusan belanja di aplikasi Shopee pada mahasiswa Universitas Medika Suherman. Penelitian memanfaatkan metode deskriptif kuantitatif. Teknik menentukan sampel menggunakan non probability sampling. Angket disebarkan menggunakan google form berupa kuesioner kepada 96 responden mahasiswa Universitas Medika Suherman yang aktif. Dalam uji analisis regresi linier berganda memakai software SPSS for windows versi 26.0. Hasil penelitian menyatakan bahwa keputusan belanja di aplikasi shopee dipengaruhi positif dan signifikan oleh variable dependen promosi penjualan dan distribusi. Begitu pula saat diuji secara simultan hasil penelitian menunjukkan secara bersama-sama variable promosi dan distribusi memiliki dominasi kuat dan positif sebesar 60 persen terhadap keputusan belanja di aplikasi shopee. Kata kunci: distribusi, keputusan belanja, promosi penjualan ABSTRACT This research was conducted to measure whether there is a dominance of promotion and distribution on shopping decisions on the Shopee application for Suherman Medika University students. This research utilizes a quantitative descriptive method. The technique of determining the sample uses non-probability sampling. The questionnaire was distributed using a Google form in the form of a questionnaire to 96 active Suherman Medika University student respondents. In the multiple linear regression analysis test using SPSS software for windows version 26.0. The results of the study stated that shopping decisions using the shopee application were positively and significantly influenced by the dependent variable sales promotion and distribution. Likewise, when tested simultaneously, the results of the study show that together the promotion and distribution variables have a strong and positive dominance of 60 percent on shopping decisions on the Shopee application. Keywords: distribution, purchase decision, sales promotion