Elvina , Damayanti (2025) PENGARUH BUNDLING PRODUCT, POTONGAN HARGA, DAN INFORMASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN PADA E-COMMERCESHOPEE (Survei Pada Generasi Z di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Perkembangan teknologi yang pesat telah membawa perubahan pada gaya hidup masyarakat, terutama dengan hadirnya gadget atau smartphone yang memudahkan aktivitas di dunia maya, seperti berbelanja online. Penelitian ini bertujuan untuk mengetahui pengaruh bundling product, potongan harga, dan informasi produk terhadap keputusan pembelian produk kecantikan di Shopee pada kalangan Generasi Z di Kota Bandar Lampung. Penelitian ini berlandaskan teori perilaku konsumen dan menggunakan metode explanatory research dengan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan accidental sampling dengan perhitungan rumus cochran dan mendapatkan hasil 100 responden. Pengumpulan data dilakukan dengan metode penyebaran kuesioner kepada pengguna Shopee dari kalangan Generasi Z berdomisili di Bandar Lampung yang pernah melakukan pembelian produk kecantikan secara online di Shopee., yang kemudian dianalisis menggunakan program SPSS versi 27. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, statistik deskriptif, analisis regresi linear berganda, uji asumsi klasik, dan uji hipotesis. Hasil penelitian menunjukkan bahwa bundling product, potongan harga, dan informasi produk berpengaruh positif dan signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian produk kecantikan di Shopee pada Generasi Z di Kota Bandar Lampung. Perusahaan disarankan mengintegrasikan bundling product, potongan harga, dan informasi lengkap dalam strategi pemasaran digital karena ketiganya terbukti signifikan mendorong keputusan pembelian di Shopee. Kata Kunci: Bundling Product, Potongan Harga, Informasi Produk, Keputusan Pembelian, Shopee. The rapid development of technology has brought changes to people’s lifestyles, particularly with the presence of gadgets or smartphones that facilitate online activities such as shopping. This study aims to determine the effect of product bundling, discounts, and product information on purchasing decisions for beauty products on Shopee among Generation Z in Bandar Lampung City. The research is based on consumer behavior theory and employs an explanatory research method with a quantitative approach. The sampling technique used was accidental sampling with Cochran’s formula, resulting in 100 respondents. Data were collected through questionnaires distributed to Shopee users from Generation Z residing in Bandar Lampung who had purchased beauty products online via Shopee, and were then analyzed using SPSS version 27. The data analysis techniques included validity testing, reliability testing, descriptive statistics, multiple linear regression analysis, classical assumption testing, and hypothesis testing. The results indicate that product bundling, discounts, and product information have a positive and significant effect, both partially and simultaneously, on purchasing decisions for beauty products on Shopee among Generation Z in Bandar Lampung City. It is recommended that companies integrate product bundling, discounts, and complete product information into their digital marketing strategies, as these factors have been proven to significantly encourage purchasing decisions on Shopee. Kata Kunci: Bundling Product, Price Discount, Product Information, Purchase Decisions, Shopee.
| Item Type: | Other |
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| Subjects: | ?? 350 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | UPT . Siswanti |
| Date Deposited: | 17 Nov 2025 08:59 |
| Last Modified: | 17 Nov 2025 08:59 |
| URI: | http://digilib.unila.ac.id/id/eprint/93493 |
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