PENGARUH FLASH SALE, WEBSITE QUALITY DAN PROMOSI GRATIS ONGKIR TERHADAP IMPULSE BUYING DI MARKETPLACE ONLINE SHOPEE
(Studi Kasus pada Mahasiswa Pengguna Shopee di STIE STEKOM KARTASURA)
Keywords:
flash sale, web quality, free shipping promotion, impulse buying.
Abstract
This study aims to determine the effect of flash sale, website quality and free shipping promotion on impulse buying in the online shopee marketplace. This type of research uses a quantitative approach. This study uses three independent variables, namely flash sale, web quality, and free shipping promotion with one dependent variable, namely Impulse Buying. After being carried out in the library and in the field, and the preparation of hypotheses, the data in this study were collected through the distribution of questionnaires as research samples with a sampling technique using a Likert scale. Process the data through the SmartPLS. The results of this study can be said that 1) Flash sales has a positive and significant effect on impulse buying martkeplace online shopee 2) Website quality has a positive and significant effect on impulse buying martkeplace online shopee 3) free shipping promotion has a positive and significant effect on impulse buying martkeplace online shopee.
References
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[12] N. Saebah, “PENGARUH PROMOSI GRATIS ONGKIR TERHADAP IMPULSE BUYING DENGAN FLASH SALE SEBAGAI VARIABLE INTERVENING PADA E-COMMERCE SHOPEE,” Jurnal Ekonomi, Koperasi & Kewirausahaan, vol. 11, pp. 11–20, 2020, [Online]. Available: https://journal.ikopin.ac.id
[13] Y. R. Renggo, “POPULASI DAN SAMPEL KUANTITATIF,” METODOLOGI PENELITIAN KUANTITATIF, KUALITATIF DAN KOMBINASI, vol. 43, 2022.
[14] J. F. Hair, R. E. Andersin, R. L. Tatham, and W. C. Black, Multivariate Data Analysis. PrenticeHall, 2011.
[15] L. P. Wangi and S. Andarini, “PENGARUH FLASH SALE DAN CASHBACK TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE,” Jurnal Bisnis Dan Kajian Strategi Manajemen, vol. 5, no. 1, Apr. 2021, doi: 10.35308/jbkan.v5i1.3424.
[16] I. Munandar, “Pengaruh Kualitas Website Terhadap Pembelian Impulsif Konsumen Shopee Melalui Hedonic Shopping Motivation dan Utilitarian Value Sebagai Intervening (Survey pada Mahasiswa Universitas Sultan Ageng Tirtayasa),” Jurnal Riset Bisnis dan Manajemen Tirtayasa, vol. 6, no. 1, pp. 1–13, Jun. 2022, doi: 10.48181/jrbmt.v6i1.15666.
[17] M. Istiqomah and N. Marlena, “Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion,” JURNAL MANAJEMEN, vol. 12, no. 2, pp. 288–298, 2020.
[2] M. F. P. Fikri, M. Y. Ardiansyah, M. R. A. Rozi, M. N. Zulmi, and V. Nouvanty, “Analisis Kualitas Sistem Informasi Akademik Menggunakan Pendekatan Model WebQual 4.0 Pada Universitas Pembangunan Nasional ‘Veteran’ Jawa Timur,” Journal Of Information System And Artificial Intelligence, vol. 3, no. 1, pp. 39–46, Nov. 2022, doi: 10.26486/jisai.v3i1.91.
[3] W. N. Aisyah et al., “SURPLUS : JURNAL EKONOMI DAN BISNIS Pengaruh Tagline Shopee ‘Gratis Ongkir Xtra’ Terhadap Minat Belanja Online (Studi Kasus Mahasiswi Fakultas Ekonomi dan Bisnis Islam),” SURPLUS : JURNAL EKONOMI DAN BISNIS, vol. 1, no. 1, pp. 12–22, 2022.
[4] E. Yahmini, “KECENDERUNGAN IMPULSE BUYING PADA MAHASISWA DITINJAU DARI LATAR BELAKANG KELUARGA,” exero:journal of research in business and economics, vol. 2, no. 1, pp. 41–56, Dec. 2020, doi: 10.24071/exero.v2i1.2110.
[5] A. M. Zakiyyah, “PENGARUH FLASH SALE TERHADAP PEMBELIAN IMPULSIF ONLINE PADA TOKO ONLINE ‘PULCHRAGALLERY,’” JURNAL MANAJEMEN DAN BISNIS INDONESIA, vol. 4, no. 1, Jun. 2018, doi: 10.32528/jmbi.v4i1.1716.
[6] H. Jundrio and K. Keni, “PENGARUH WEBSITE QUALITY, WEBSITE REPUTATION DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION PADA PERUSAHAHAAN E-COMMERCE,” Jurnal Muara Ilmu Ekonomi dan Bisnis, vol. 4, no. 2, p. 229, Jun. 2020, doi: 10.24912/jmieb.v4i2.7802.
[7] I. R. Marpaung and F. A. Lubis, “Pengaruh Iklan, Sistem COD, dan Promo Gratis Ongkir Terhadap Keputusan Pembelian Pada TikTokShop (Studi Kasus Pada Mahasiswa UIN Sumatera Utara),” JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., vol. 9, no. 3, pp. 1477–1491, Dec. 2022, doi: 10.35794/jmbi.v9i3.44292.
[8] A. Aswin, M. Rafiq, Y. A. Pratama, and R. Septiana, “Perilaku Online Impulse Buying pada Marketpalce Shopee,” Seminar Nasional Hasil Penelitian dan Pengabdian Masyarakat 2022, vol. 1, pp. 81–89, 2022.
[9] H. Herlina, J. Loisa, and T. M. S. Mulyana, “DAMPAK FLASH SALE COUNTDOWN TIMER DI MARKETPLACE ONLINE PADA KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI INTERVENING,” Digismantech (Jurnal Program Studi Bisnis Digital), vol. 1, no. 1, Jun. 2021, doi: 10.30813/digismantech.v1i1.2616.
[10] T. Viany Juwita, H. Hartono, G. Subagja, I. Administrasi Bisnis, and U. Lampung, “Pengaruh Promosi Flash Sale dan Website Quality terhadap Impulse Buying pada Marketplace Shopee : Studi pada Mahasiswa Pengguna Shopee di Bandar Lampung (The Effect of Flash Sale Promotion and Website Quality on Impulse Buying at Shopee Marketplace : Studies on User College Students Shopee in Bandar Lampung),” Jurnal Bisnis dan Pemasaran Digital, vol. 2, no. 1, pp. 1–12, 2022, doi: 10.35912/JBPD.v2i1.1960.
[11] Adhi Prasetio and Aliffia Muchnita, “The Role Website Quality, Credit Card, Sales Promotion On Online Impulse Buying Behavior,” Jurnal Manajemen, vol. 26, no. 3, pp. 424–448, Oct. 2022, doi: 10.24912/jm.v26i3.922.
[12] N. Saebah, “PENGARUH PROMOSI GRATIS ONGKIR TERHADAP IMPULSE BUYING DENGAN FLASH SALE SEBAGAI VARIABLE INTERVENING PADA E-COMMERCE SHOPEE,” Jurnal Ekonomi, Koperasi & Kewirausahaan, vol. 11, pp. 11–20, 2020, [Online]. Available: https://journal.ikopin.ac.id
[13] Y. R. Renggo, “POPULASI DAN SAMPEL KUANTITATIF,” METODOLOGI PENELITIAN KUANTITATIF, KUALITATIF DAN KOMBINASI, vol. 43, 2022.
[14] J. F. Hair, R. E. Andersin, R. L. Tatham, and W. C. Black, Multivariate Data Analysis. PrenticeHall, 2011.
[15] L. P. Wangi and S. Andarini, “PENGARUH FLASH SALE DAN CASHBACK TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE,” Jurnal Bisnis Dan Kajian Strategi Manajemen, vol. 5, no. 1, Apr. 2021, doi: 10.35308/jbkan.v5i1.3424.
[16] I. Munandar, “Pengaruh Kualitas Website Terhadap Pembelian Impulsif Konsumen Shopee Melalui Hedonic Shopping Motivation dan Utilitarian Value Sebagai Intervening (Survey pada Mahasiswa Universitas Sultan Ageng Tirtayasa),” Jurnal Riset Bisnis dan Manajemen Tirtayasa, vol. 6, no. 1, pp. 1–13, Jun. 2022, doi: 10.48181/jrbmt.v6i1.15666.
[17] M. Istiqomah and N. Marlena, “Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion,” JURNAL MANAJEMEN, vol. 12, no. 2, pp. 288–298, 2020.
Published
2024-05-30
How to Cite
Ari Atrian. (2024). PENGARUH FLASH SALE, WEBSITE QUALITY DAN PROMOSI GRATIS ONGKIR TERHADAP IMPULSE BUYING DI MARKETPLACE ONLINE SHOPEE. Dinamika: Jurnal Manajemen Sosial Ekonomi, 4(1), 44-53. https://doi.org/10.51903/dinamika.v4i1.414
Section
Articles
