Pengaruh Price Discount dan Bonus Pack Terhadap Purchase Intention
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Abstract
ABSTRAK
Seiring berkembangnya teknologi kegiatan manusia menjadi lebih mudah, salah satu kegiatannya yaitu aktivitas berbelanja. Kini berbelanja tidak lagi harus secara fisik, namun dapat dilakukan secara online melalui e-commerce. Teknologi internet sangat memudahkan kehidupan terutama di kota besar seperti masyarakat di Kota Bandung. Kota Bandung tercatat selama 3 tahun berturut-turut masuk ke dalam kategori 5 besar kota yang sering melakukan transaksi online. Penyedia jasa plaform marketplace online melakukan strategi promosi salah satunya melalui price discount dan bonus pack. Strategi ini diharapkan dapat menarik purchase intention pada pengguna. Salah satu platform marketplace online yang menggunakan strategi price discount dan bonus pack adalah Shopee. Penelitian ini bertujuan untuk mengetahui pengaruh price discount dan bonus pack terhadap purchase intention pada pengguna aplikasi Shopee di Kota Bandung. Metode penelitian Kuantitatif digunakan dalam penelitian ini, pengumpulan data melalui kuesioner yang disebar kepada responden, menggunakan metode olah data SPSS analisis regresi berganda. Berdasarkan hasil penelitian didapatkan bahwa price discount dan bonus pack memiliki pengaruh yang signifikan terhadap purchase intention pada pengguna aplikasi Shopee di Kota Bandung baik secara parsial maupun simultan.
Kata Kunci: E-Commerce, Price Discount, Bonus Pack, Purchase Intention
ABSTRACT
As the technology development, human activities now are very convenient, one of the activities is shopping. Now shopping no longer has to be physical, but can be done online via e-commerce. Internet technology greatly facilitates life, especially in big cities like the people in Bandung. The city of Bandung was recorded for 3 years in a row into the top 5 categories of cities that frequently conduct online transactions. Providers of online marketplace platform services carry out promotional strategies, one of which is through price discounts and bonus packs. This strategy is expected to attract purchase intention to users. One online marketplace platform that uses a price discount and bonus pack strategy is Shopee. This study aims to determine the effect of price discounts and bonus packs on purchase intention on Shopee application users in the city of Bandung. Quantitative research methods used in this study, data collection through questionnaires distributed to respondents, using the SPSS data processing method of multiple regression analysis. Based on the results of the study found that the price discount and bonus pack have a significant effect on purchase intention on Shopee application users in Bandung, both partially and simultaneously.
Keywords: E-Commerce, Price Discount, Bonus Pack, Purchase Intention
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