PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN MARKETPLACE SHOPEE

Hidup masyarakat menjadi semakin serba instan, dan mayoritas masyarakat sangat bergantung pada kemajuan dan kemudahan teknologi dalam melakukan aktivitas kesehariannya. Penerapan teknologi komunikasi informasi yang bisa digunakan untuk menunjang sistem penjualan adalah e-commerce. Peningkatan
penggunaan layanan e-commerce diikuti dengan tingkat kompetisi yang semakin ketat, dimana perusahaan e-commerce terus menciptakan berbagai inovasi untuk menarik pelanggan menggunakan layanan e-commerce dari perusahaan itu sendiri. Salah satunya shopee, shopee menggunakan strategi promotion mix untuk meningkatkan pengguna, diantaranya gratis ongkir, diskon pengguna baru, dan tingkat membership.
Rumuan masalah yang diteliti dalam skripsi ini yaitu (1) Apakah advertising berpengaruh signifikan terhadap keputusan penggunaan marketplace shopee ? (2) Apakah personal selling berpengaruh signifikan terhadap keputusan penggunaan marketplace shopee ? (3) Apakah Sales promotion berpengaruh signifikan terhadap keputusan penggunaan marketplace shopee ? (4) Apakah advertising, personal selling dan Sales promotion berpengaruh signifikan terhadap keputusan ?.
Tujuan dari penelitian ini adalah (1) Untuk mengetahui adakah pengaruh signifikan advertising terhadap keputusan penggunaan marketplace shopee (2) Untuk mengetahui adakah pengaruh signifikan personal selling terhadap keputusan
penggunaan marketplace shopee (3) Untuk mengetahui adakah pengaruh signifikan Sales promotion terhadap keputusan penggunaan marketplace shopee (4) Untuk mengetahui pengaruh signifikan advertising, personal selling dan Sales promotion
berpengaruh signifikan terhadap keputusan penggunaan marketplace shopee.
Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif. Populasi penelitan ini yaitu 192 karyawan PT Ace Hardward Tbk yang menggunakan shopee. Pengambilan sampel dengan menggunakan teknik random sampling. Sumber data primer diperoleh dari jawaban kuesioner yang dibagikan kepada responden. Alat analisis data berupa uji validitas, uji reliabilitas, analisis regresi linier berganda dan uji hipotesis dengan bantuan program SPSS 26.
Hasil penelitian uji t (parsial) advertising, terlihat bahwa 0,008 < 0,05 dan nilai thitung 4,716 > ttabel 1,670, maka dapat disimpulkan bahwa Keputusan Penggunaan H1 diterima. Uji t (parsial) personal selling, terlihat bahwa thitung
sebesar 2,466 >i ttabel 1,670 dengan arti 0,016 < 0,05. Sepanjang garis ini, H0 ditolak dan H2 diakui. Uji t (parsial) Sales promotion, terlihat bahwa thitung sebesar 2,124 > t tabel 1,670 dengan arti 0,000 < 0,05. Sepanjang garis ini, H0 ditolak dan H3 diakui, artinya variabel Sales promotion berdampak signifikan terhadap keputusan penggunaan. Uji f (simultan), menunjukkan bahwa sebesar 0,000 < 0,05 dan nilai F hitung 31,233 > 3,145 Ftabel yang artinya H4 diterima.
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People's lives are becoming more and more instantaneous, and the majority of people are very dependent on the advancement and convenience of technology in carrying out their daily activities. The application of information communication
technology that can be used to support the sales system is e-commerce. The increase vii Universitas Nahdlatul Ulama Sidoarjoin the use of e-commerce services is followed by an increasingly fierce level of competition, where e-commerce companies continue to create various innovations to attract customers using e-commerce services from the company itself. One of them is shopee, shopee uses a promotion mix strategy to increase users, including free shipping, new user discounts, and membership levels.
The formulation of the problems examined in this thesis are (1) Does advertising have a significant effect on the decision to use the shopee marketplace? (2) Does personal selling have a significant effect on the decision to use the
marketplace shopee? (3) Does sales promotion have a significant effect on the decision to use the marketplace shopee? (4) Do advertising, personal selling and sales promotion have a significant effect on decisions.
The purposes of this research are (1) to find out whether there is a significant effect of advertising on the decision to use the marketplace shopee (2) to determine whether there is a significant effect of personal selling on the decision
to use the marketplace shopee (3) to determine whether there is a significant effect of sales promotion on the decision to use the marketplace shopee ( 4) To find out the significant effect of advertising, personal selling and sales promotion has a significant effect on the decision to use the shopee marketplace.
This research uses a quantitative approach with a descriptive research type. The population of this research is 192 employees of PT Ace Hardward Tbk who use the shopee. Sampling using random sampling technique. Primary data sources were obtained from answers to questionnaires distributed to respondents. Data analysis tools include validity test, reliability test, multiple linear regression analysis and hypothesis testing with the help of the SPSS 26 program.
The results of the (partial) advertising t-test study show that 0.008 <0.05 and tcount 4.716 > ttable 1.670, it can be concluded that the decision to use H1 is accepted. The t test (partial) of personal selling, it can be seen that the tcount is 2.466 > itttable 1.670 with a meaning of 0.016 <0.05. Along this line, H0 is rejected and H2 is acknowledged. Sales promotion t test (partial), it can be seen that tcount is 2.124 > ttable 1.670 with a meaning of 0.000 <0.05. Along this line, H0 is rejected and H3 is recognized, meaning that the Sales promotion variable has a
significant impact on the decision to use. The f test (simultaneous), shows that it is 0.000 <0.05 and the Fcount value is 31.233 > 3.145 Ftable, which means that H4 is accepted.