PENGARUH PROMOSI SHOPEE TERHADAP PERILAKU KONSUMTIF REMAJA DI ERA PANDEMI COVID-19 (Survei Pada Siswa SMA Internasional Budi Mulia Dua (BMD) Yogyakarta)

Listiya Nurul Azizi, NIM.17107030038 (2022) PENGARUH PROMOSI SHOPEE TERHADAP PERILAKU KONSUMTIF REMAJA DI ERA PANDEMI COVID-19 (Survei Pada Siswa SMA Internasional Budi Mulia Dua (BMD) Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Covid-19 pandemic has resulted in smartphones being the key to productivity along with the PSBB policy from the government. As a result, the intensity of its use has increased in many circles, both business people and students. Various marketplaces see this condition as an opportunity, including Shopee. This study aims to examine the magnitude of the influence of Shopee marketplace promotions on adolescent consumptive behavior in the Covid-19 pandemic era. This research framework uses the framework of individual differences theory and stimulus-organism-response theory. The research method is a quantitative method with a survey method. Data was collected using a questionnaire to 63 respondents from Budi Mulia Dua International High School Yogyakarta students. The findings in the descriptive analysis showed that the research respondents were in the age range of 15-18 years. Furthermore, data analysis was carried out using simple linear regression analysis on the SPSS application. The results of the study found that there was a positive and significant relationship between Shopee marketplace promotion and adolescent consumptive behavior. The magnitude of the effect is known to be 47.4%. So, the better the promotion and dissemination it will increase the consumptive behavior of teenagers

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