THE EFFECT OF SALES PROMOTION AND HEDONIC SHOPPING ON IMPULSE BUYING ON THE MARKETPLACE SHOPEE (Case Study In Tambakrigadung Community, Lamongan Regency)
Keywords:
Impulse Buying, Sales Promotion, Hedonic Shopping, Shopee
Abstract
Additionally, this study aims to determine the effect of sales promotion and hedonic shopping on impulse buying on the Shopee marketplace in the Tambakrigadung community, Lamongan district. The data analysis technique method used is validity test, reliability, normality, multicollinearity, heteroscedasticity, auto correlation, multiple linear regression analysis, t test, f test, coefficient of determination (R2), multiple correlation. Meanwhile, the results of this study indicate that:1) Sales Promotion partially has no significant effect on Impulse Buying on the Shopee marketplace, while Hedonic Shopping has a significant effect on Impulse Buying on the Shopee marketplace.2) Sales Promotion and Hedonic Shopping simultaneously affect Impulse Buying on the Shopee marketplace.3) Hedonic Shopping is the variable with the most dominant influence on Impulse Buying. It’s proven from the multiple linear regression calculation of the hypothesis = 6.665 + (-0.188) X1 + 0.947 X2.
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References
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[2] Alma, Buchari. (2019). Marketing Management and Service Marketing. Bandung: Alphabet
[3] Asri, and Widiartanto. (2019) "The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions Through the Shopee Marketplace." Journal of Business Administration :1–11. https://ejournal3.undip.ac.id/index.php/jiab/article/view/23656
[4] Daulay, Nuraini. 2020. "The Influence of Online Consumer Reviews and Online Consumer Ratings on Purchase Decisions Through the Shopee Marketplace".
[5] Dika Aghfas (2020). "The Influence of Price Value, Reviews, Convenience, Safety, and Ratings on Online Purchasing Decisions at Shopee." Brawijaya University,
[6] Damayanti, Riska Sri. "The Influence of Online Consumer Reviews and Ratings, E-Service Quality and Price on Buying Interest in Online Marketplace Shoppe, (Study on Students of Muhammadiyah University of Magelang)". Journal of Proceedings of the 2nd Business and Economics Conference in Utilizing Of Modern Technology. ISSN 2662-9404.
[7] Emeralda, Jeni Wulandari, and Diang Adistya. “E-Trust, E-Wom and E Service Quality Analysis in Online Purchasing Decisions.” Perspective Journal Business 3, no. 2 (2020): 63–75. https://doi.org/10.23960/jpb.v3i2.19.
[8] Fakir, Ahmad. 2016. "The Influence of Online Consumer Reviews and Ratings on Trust and Return Interest in Indonesian Online Marketplaces".
[9] Filieri, R., i2018. Whati makes ani onlinei consumeri reviewi trustworth? iAnnals of TourismiResearch, i58, pp. i46–64. iAvailablei at: http://dx.doi.org/10.1016/j.annals.2015.12.019
[10] Gupron. (2020) "Analysis of Consumer Satisfaction Through E-Service Quality on Online Purchasing Decisions in the Bukalapak Application (Study on Batanghari University Students, Jambi)." Journal of Educational Management and Social Sciences . https://doi.org/10.38035/jmpis.v1i1.267.
[11] iPrice. 2020. “List of 50 E-Commerce Websites & Applications in Indonesia 2019.” iPrice insights. https://iprice.co.id/insights/mapofecommerce/ (November 17, 2020).
[12] Kusnanto, Danang, Rida, and Riska Ayu. (2020) "The Influence of Trust and E-Service Quality on Purchasing Decisions at Online Shop Shopee (Study on Students of the Faculty of Economics and Business, Singaperbangsa University Karawang).” Journal of Ecoment Global 5, no. 1:40–47. http://dx.doi.org/10.35908/jeg.v5i1.912.
[13] Kotler, Philip. (2018). Marketing Management, Analysis, Planning and Implementation and Control Volumes 1 and 2. Gramedia Group Index, Jakarta.
[14] Kamila, Korina Tasya, et al. 2019. "The Influence of Online Consumer Reviews on Purchasing Decisions". Administration Journal. Vol. 72, No. 1.
[15] Latief, Fitriani, and Nirwana Ayustira. "The Influence of Online Customer Reviews and Customer Ratings on Purchase Decisions for Cosmetic Products at Sociolla." Mirai Management Journal 6, no. 1 (2020): 139–154. https://doi.org/10.1234/mirai.v6i1.696.
[16] Mo, Zan, Li, Yan Fei, and Peng Fan. 2019. “Effect of Online Reviews on Consumer Purchase Behavior”. Journal of Service Science and Management. Vol. 8:pp. 419–424
[17] Munte, Risma Nurhaini et al. 2020. "The Influence of Online Consumer Reviews on Trust and Interest in Buying the Shopee Marketplace". Journal of Education and Development
[18] Sanjaya, Vicky F et al. 2020. "Online Consumer Review, Brand Community, Trust and Consumer Purchase Decision in Indonesia". Journal of Islamic Economics and Business.
[19] Sugiyono. (2018). Quantitative Research Methods. Bandung: Alphabet.
[20] Syairozi, M. I. (2017). Aplikasi Akad Musyarakah pada Pembiayaan Unit Usaha Syariah PT Bank Rakyat Indonesia (PERSERO), Tbk. PROCEEDINft, 111.
[21] Wahid, Abdul (2018). "The Influence of Social Media, e-Service Quality and Price on Purchase Decisions Mediated by Lifestyle." Management 6, no. 2https://ejournal.unsrat.ac.id/index.php/jrbm/article/view/196
[22] Wahyudi, Taesar. (2018) “The Influence of Online Consumer Reviews and Online Consumer Ratings on the Confidence of Mataram City Youth Consumers in Purchasing Shopee Online Shope Fashion Products”
[23] Zidane, Ltika. 2019. "The Influence of Online Consumer Reviews and Ratings on Trust and Their Impact on Purchasing Decisions". Management Journal
Published
2022-11-30
How to Cite
Maulina, B., Badriyah, N., & Efendi, Y. (2022). THE EFFECT OF SALES PROMOTION AND HEDONIC SHOPPING ON IMPULSE BUYING ON THE MARKETPLACE SHOPEE (Case Study In Tambakrigadung Community, Lamongan Regency). Jurnal Scientia, 11(02), 639-644. Retrieved from http://infor.seaninstitute.org/index.php/pendidikan/article/view/981
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