HUBUNGAN ANTARA SALES PROMOTION DAN WEBSITE QUALITY DENGAN PEMBELIAN IMPULSIF PADA E-COMMERCE LAZADA DI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

DEANTAMA, BRAMANTYO (2019) HUBUNGAN ANTARA SALES PROMOTION DAN WEBSITE QUALITY DENGAN PEMBELIAN IMPULSIF PADA E-COMMERCE LAZADA DI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

BRAMANTYO DEANTAMA, Correlation between Sales Promotion and Website Quality Services with Impulse Buying on E-commerce Lazada in the Faculty of Economics of Jakarta State University. This research was carried out at the Faculty of Economics, Jakarta State University, for 5 months from March to July 2019. The purpose of this study was to determine the relationship between sales promotion and website quality with the Impulse Buying on E-commerce Lazada on the Faculty of Economics, Jakarta State University. The research method that the researcher uses is a survey method with a correlational approach, the population used is all students of the Faculty of Economics, Jakarta State University. The sampling technique used was a Purposive sampling technique of 118 people. The resulting regression equation is Ŷ = 37.743 + 0.303 X1 + 0.343 X2. The requirements analysis test is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level. Y is equal to 0,200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. Regression linearity test Y for X1 and Y over X2 produces a significance value in linearity, which is 0,000 <0,05, so it is concluded that it has a linear relationship. From the Y regression test on X1 and X2 it produces Fcount> Ftable, which is 33.423 > 3,072, so it can be concluded that the regression equation is significant. Furthermore, the t test and Y above X1 thitung = 3.458 t table = 1.65821, Y over X2 thitung = 4.193 and t table = 1.65821. The correlation coefficient between the sales promotion (X1) on the impulse buying (Y) is 0.520 and the correlation coefficient between the website quality variable (X2) on the impulse buyung (Y) is 0.549. So, there is a positive and significant relationship between sales promotion and impulse buying, and a positive and significant relationship between website quality and impulse buying. Thus, it can be concluded that there is a positive and significant relationship between sales promotion and website quality with impulse buying. The determination coefficient Y for X1 and X2 obtained is 0.368 which indicates that 36.8% of the purchase decision variable is determined by sales promotion and website quality. Meanwhile, the remaining 63.2% is influenced by other factors. Keywords: Impulse Buying, Sales Promotion, Website Quality

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