PENGARUH PROMOSI PENJUALAN TERHADAP ONLINE IMPULSE BUYING PADA PRODUK FASHION ZALORA (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

SUSANTI, FAUZIAH FEBRIANI (2020) PENGARUH PROMOSI PENJUALAN TERHADAP ONLINE IMPULSE BUYING PADA PRODUK FASHION ZALORA (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Fauziah Febriani Susanti, 2020; The Influence of Sales Promotion on Online Impulse Buying in Zalora Fashion Products (Case Study on Students of Universitas Negeri Jakarta). Scientific Paper, Marketing Management DIII Study Program. Faculty of Economics. Universitas Negeri Jakarta. This study aims to: 1) Know the description of sales promotion and online impulse buying 2) Know whether sales promotion has a significant effect on online impulse buying in Zalora fashion products. The sample is used techniques Purposive Sampling with a sample of 100 respondents. In this research the data was collected by spreading a questionnaires. The data analysis method is used by simple linear regression. The results of this study can be seen that the variable sales promotion significantly influence online impulse buying by 33,9% and the remaining 66,1% is influenced by other factors. Keywords: Sales Promotion, Online Impulse Buying

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