GDL

The Influence of TopAds on Purchase Intention of Tokopedia E-Commerce Consumers in Bandung City

Skripsi, 028 / 2023 / BA
Undergraduate Theses from JBPTPPOLBAN / 2024-03-28 12:52:47
Oleh : 195254028 - Risma Gita Yuniar (risma.gita.abs419@polban.ac.id)
Dibuat : 2024-03-28, dengan 4 file

Keyword : Iklan TopAds, minat beli, e-commerce , Tokopedia
Subjek : TopAds, purchase intention, e-commerce, Tokopedia

Pasca pandemi covid-19 tren berbelanja online mulai meningkat. Salah satu media berbelanja online adalah e-commerce. Pertumbuhan e-commerce di Indonesia selalu naik tiap tahunnya. Pertumbuhan e-commerce tersebut sejalan dengan peningkatan konsumen yang berbelanja di e-commerce. Dibanding dengan Shopee dan Lazada yang selalu mengalami peningkatan kunjungan dari kuartal I 2022 hingga kuartal I 2023, Tokopedia mengalami penurunan kunjungan dari kuartal II 2022 hingga kuartal I 2023. Jumlah penjual di Tokopedia tercatat sebanyak 12 juta penjual dengan 865 juta produk yang sudah terdaftar. Pengguna e-commerce di Kota Bandung termasuk banyak. Karena banyaknya penjual dan pengunjung tentu akan meningkatkan persaingan. Untuk mengatasi persaingan, Tokopedia menyediakan fitur promosi iklan TopAds. Penelitian ini bertujuan untuk mengetahui pengaruh iklan TopAds terhadap minat beli konsumen yang berbelanja pada e-commerce Tokopedia di Kota Bandung. Penelitian menggunakan metode deskriptif kuantitatif dengan minimum 100 sampel responden dan didapat 202 responden untuk penelitian ini. Pengolahan data menggunakan SPSS 26. Teknik sampling mengggunakan nonprobability sampling dengan purposive sampling. Hasil penelitian ditemukan bahwa iklan TopAds memiliki korelasi yang normal dengan nilai kontribusi pengaruh dari iklan TopAds terhadap minat beli adalah sebesar 29.5%. Kata kunci: Iklan TopAds, minat beli, e-commerce , Tokopedia.

Deskripsi Alternatif :

Abstrak English: After the Covid-19 pandemic, online shopping trends began to increase. One of the online shopping media is e-commerce. The growth of e-commerce in Indonesia always increases every year. The growth in e-commerce is in line with the increase in consumers shopping in e-commerce. Compared to Shopee and Lazada, which always experienced an increase in visits from the first quarter of 2022 to the first quarter of 2023, Tokopedia experienced a decrease in visits from the second quarter of 2022 to the first quarter of 2023. The number of sellers at Tokopedia was recorded at 12 million sellers with 865 million registered products. There are many e-commerce users in the city of Bandung. Because the number of sellers and visitors will certainly increase competition. To overcome competition, Tokopedia provides a TopAds advertising promotion feature. This study aims to determine the effect of TopAds advertising on consumer interest in shopping at Tokopedia e-commerce in the city of Bandung. This research used a quantitative descriptive method with a minimum of 100 sample respondents and 202 respondents were obtained for this study. Data processing uses SPSS 26. The sampling technique uses nonprobability sampling with purposive sampling. The results of the study found that TopAds advertisements had a normal correlation with the influence contribution value of TopAds advertisements on purchase intention of 29.5%. Keywords: TopAds, purchase intention, e-commerce, Tokopedia.

Beri Komentar ?#(1) | Bookmark

Properti	Nilai Properti
ID Publisher	JBPTPPOLBAN
Organisasi
Nama Kontak	Erlin Arvelina
Alamat	Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
Kota	Bandung
Daerah	Jawa Barat
Negara	Indonesia
Telepon	022 201 3789 ext. 168, 169, 239
Fax	022 201 3889
E-mail Administrator	erlin.arvelina@polban.ac.id
E-mail CKO	erlin.arvelina@polban.ac.id