Pengaruh Promosi Penjualan 'Free Photo Card Korean Idol Group' Terhadap Perilaku Membeli Pada Produk E-Commerce Tokopedia
DOI:
https://doi.org/10.30829/komunikologi.v8i2.22532Keywords:
Promosi Penjualan, Keputusan Pembelian, Minat Beli, E-CommerceAbstract
AbstrakPromosi merupakan salah satu kegiatan penjualan dan pemasaran untuk memberikan informasi dan mendorong permintaan produk ataupun jasa dengan membuat ide yang memengaruhi konsumen dan setiap e-commerce memiliki strategi promosi masing-masing, dan semakin banyak promo yang diberikan tentu membuat konsumen makin menyadari kehadiran suatu produk. Penelitian ini bertujuan untuk menganalisis pengaruh adanya PC Korean Idol Gratis pada setiap pembelian di e-commerce Tokopedia. Jenis penelitian ini yaitu kuantitatif deskriptif, dengan mengambil responden melalui teknik accidental sampling dengan jumlah 100 orang yang berada di daerah Jakarta dan menggunakan e-commerce dalam kurun waktu 3 bulan terakhir. Sumber data utama mengumpulkan informasi melalui penggunaan kuesioner yang didasarkan pada skala Likert dan menggunakan SPSS 26 untuk melakukan uji data. Hasil dari temuan peneliti yaitu bawa free photocard Korean Idol Group tidak menjadi salah satu strategi yang diminati. Banyak konsumen yang melakukan pembelian di Tokopedia karena produk serta promo lain yang ditawarkan pada platform tersebut. AbstractPromotion is one of the sales and marketing activities to provide information and encourage demand for products or services by creating ideas that influence consumers and each e-commerce has its own promotional strategy, and the more promotions given of course make consumers more aware of the presence of a product. This research aims to analyze the influence of the Free Korean Idol PC on every purchase on Tokopedia e-commerce. This type of research is descriptive quantitative, taking respondents using an accidental sampling technique with a total of 100 people who are in the Jakarta area and have used e-commerce in the last 3 months. The main data source collects information through the use of a questionnaire based on a Likert scale and using SPSS 26 to test the data. The findings of the researcher indicate that free photocards of Korean idol groups are not a preferred strategy. Many consumers make purchases on Tokopedia due to the products and other promotions offered on the platform.References
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