PENGARUH KONFORMITAS DAN IKLAN PADA SHOPEE FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKIN CARE THE BODY SHOP

Abstrak

Abstract

Research This study aims to determine the positive and significant influence of conformity and advertising at the shopee flash sale on purchasing decisions for skin care products at the body shop. This type of research in this thesis uses quantitative research. The subjects used in this study were UNISRI Communication Science students and it was conducted online via the google form platform. The sampling technique in this study used simple random sampling. The collection technique used is in the form of primary data in the form of questionnaires and secondary data in the form of journals and books. Data analysis techniques used in this study were normality test, linearity test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination, T test, and F test. The total population in this study was 605 students and the number of samples used i.e. 100 students. As for the results of this thesis, the t-count value is 4,677 with a p-value of 0,000 so that H1 is accepted, meaning that there is a significant positive effect on conformity at the shopee flash sale on purchasing decisions for skin care products the body shop, the t-value is 2,580 with p -value of 0.000 so that H1 is accepted, meaning that there is a significant positive effect of advertising at the shopee flash sale on purchasing decisions on skin care products the body shop, and the calculated t-value is 76,850 with a p-value of 0.000 so that H1 is accepted, meaning that there is a positive influence together - the same as the significant conformity and advertising at the shopee flash sale on purchasing decisions on the body shop skin care products.
Keywords: ConformityShopee AdvertisingPurchaseDecisionSkinProducts