PENGARUH PROMOSI DAN KEMUDAHAN AKSES TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF PENGGUNA FITUR SHOPEE PAYLATER PADA APLIKASI SHOPEE MENURUT PERSPEKTIF EKONOMI ISLAM (STUDI KASUS: GENERASI MILENIAL DI. YOGYAKARTA)

Supraba Panti Nurani, NIM.: 18108010086 (2022) PENGARUH PROMOSI DAN KEMUDAHAN AKSES TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF PENGGUNA FITUR SHOPEE PAYLATER PADA APLIKASI SHOPEE MENURUT PERSPEKTIF EKONOMI ISLAM (STUDI KASUS: GENERASI MILENIAL DI. YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

During the pandemic, the space and activities are limited for society. Based on the data so many needs that must be fulfilled, the incessant promotions, and also system updates carried out by various marketplaces using the PayLater payment method. The phenomenon of impulse buying has emerged when shopping online. This study uses a quantitative approach with survey research methods. The data used is primary data. The purpose of this study is to find out how the promotion and ease of access influence Millennial Generations that are Shopee PayLater users to make the impulsive buying decisions in the DI. Yogyakarta The analytical method that is used in this research is multiple linear regression analysis. The results of this study find in partially, promotion has a significant positive effect on the impulsive buying decisions in the DI. Yogyakarta In case the ease of access for Millennial Generation that are Shopee PayLater users has a significant positive effect for impulsive buying decisions by Shopee PayLater users in the DI. Yogyakarta Simultaneously, promotion and ease of access have a significant positive effect on the DI. Yogyakarta Millennial Generation's impulsive buying decisions Shopee PayLater users.

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