PENGARUH PROMOSI PENJUALAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN (Survey terhadap Mahasiswa UIN Sunan Kalijaga Yogyakarta pada Situs Shopee.co.id)

Yudhi Sutopo, NIM.: 13730065 (2020) PENGARUH PROMOSI PENJUALAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN (Survey terhadap Mahasiswa UIN Sunan Kalijaga Yogyakarta pada Situs Shopee.co.id). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of communication technology make an impacted a shift in trading transactions. This led to the emergence of business competition, especially in sales promotions that utilize the internet network. The advent of flash sale is one of the developments of current sales promotions. A way to find out how much influence a sales promotion has, the theory of (Kotler and Armstrong 2001:204) about sales promotions is analyzed using a simple linear regression analysis method. The survey was conducted on college student of UIN Sunan Kalijaga Yogyakarta who has shopped or seen advertisements in one of the marketplaces namely Shopee. The results of this study explain that flash sale promotion affects purchasing decisions. The determination coefficient (R Square) is 0.471 or 47.1% of the yield (R2 x 100%). This explains that the effect of sales promotion variables on Purchase Decision variables is 47.1% and the remaining 52.9% is influenced by other factors.

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