Please use this identifier to cite or link to this item: http://repository.kalbis.ac.id/handle/123456789/821
Title: Analisis Perbandingan Strategi Promosi Iklan dan Penjualan Terhadap Keputusan Pembelian Pada Marketplace Shopee dan Tokopedia
Authors: Adrian, Yogi Dwi
Meliana, Vina
Keywords: advertising promotions
marketplaces
purchase decisions
sales promotions
Issue Date: 16-Aug-2021
Publisher: Institut Teknologi Dan Bisnis Kalbis
Abstract: This study aims to determine and compare advertising promotions and sales promotions applied by Shopee and Tokopedia in each marketplace on consumer purchasing decisions. This study uses quantitative research methods with non-probability sampling techniques and uses purposive sampling in collecting questionnaire data. The results of this study indicate that advertising promotions and sales promotions variables have a significant effect on purchasing decisions in the Shopee and Tokopedia marketplace. However, the comparison between the two variables on purchasing decisions on the Shopee and Tokopedia marketplaces is different. The results of this study indicate that there is no significant difference between Shopee and Tokopedia advertising promotions, then there is a significant difference between Shopee and Tokopedia sales promotions, and there is no significant difference between Shopee and Tokopedia purchasing decisions.
URI: http://repository.kalbis.ac.id/handle/123456789/821
Appears in Collections:MN 2022

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