ADE, HERLINA (2024) PENGARUH DISPLAY PRODUK, ELECTRONIC WORD OF MOUTH (E- WOM) DAN DIGITAL PAYMENT TERHADAP IMPULSE BUYING PRODUK FASHION (Survei Pada Konsumen Shopee Di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Studi ini bertujuan untuk mengetahui besarnya pengaruh Display Produk, Electronic Word Of Mouth dan Digital Payment Terhadap Impulse Buying Produk Fashion Pada Konsumen Shopee di Kota Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Populasi yang digunakan adalah pengguna aplikasi Shopee di Bandar Lampung. Teknik pengambilan sampel menggunakan teknik Purposive Sampling dengan sampel sebanyak 100 responden. Pengumpulan data dilakukan dengan penyebaran kuesioner online dan dianalisis menggunakan analisis regresi linear berganda dengan bantuan aplikasi SPSS 23. Berdasarkan hasil analisis data menunjukkan bahwa secara parsial Display Produk, Electronic Word Of Mouth dan Digital Payment berpengaruh signifikan terhadap Impulse Buying Produk Fashion. Selain itu secara simultan Display Produk, Electronic Word Of Mouth dan Digital Payment berpengaruh signifikan terhadap Impulse Buying Produk Fashion. Kata Kunci: Display Produk, Electronic Word Of Mouth, Digital Payment, Impulse Buying Produk Fashion Mouth and Digital Payment have on Impulse Buying Fashion Products at Shopee Consumers in Bandar Lampung City. This study uses a quantitative approach with an associative research type. The population used is Shopee application users in Bandar Lampung. The sampling technique used Purposive Sampling technique with a sample of 100 respondents. The data was collected by distributing online questionnaires and analyzed using multiple linear regression analysis with the help of the SPSS 23 application. Based on the results of data analysis, it shows that partially Product Display, Electronic Word Of Mouth and Digital Payment have a significant effect on Impulse Buying Fashion Products. Besides that simultaneously Product Display, Electronic Word Of Mouth, and Digital Payment have a significant effect on Impulse Buying Fashion Products. Keywords: Product Display, Electronic Word Of Mouth, Digital Payment, Impulse Buying Fashion Product
| Item Type: | Other |
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| Subjects: | ?? 300 ?? ?? 350 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | . firlia |
| Date Deposited: | 09 Sep 2025 06:43 |
| Last Modified: | 09 Sep 2025 06:43 |
| URI: | http://digilib.unila.ac.id/id/eprint/90412 |
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