THE INFLUENCE OF SALES PROMOTION AND HEDONIC SHOPPING MOTIVATION ON IMPULSIVE BUYING AT SPECIAL EVENT DAY of ONLINE MARKETPLACE
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Sep 15, 2024
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Abstract
This research was conducted to determine the effect of sales promotions and hedonic shopping motivation on impulse purchases at Shopee's special event day marketplace (case study in generation Z). The method used in this research is a non-probability sampling method and uses a purposive sampling technique, and the data is processed using the SPSS version 29 application. The results of this research show that Sales promotions on Special Event Days and Hedonic Shopping Motivation influence Impulsive Buying on Shopee Marketplace, Sales Promotion on Special Event Day has no effect on Impulsive Buying on Shopee Marketplace, Hedonic Shopping Motivation has an effect on Impulsive Buying on Shopee Marketplace.
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[1]
A. Naavi and M. Pradana, “THE INFLUENCE OF SALES PROMOTION AND HEDONIC SHOPPING MOTIVATION ON IMPULSIVE BUYING AT SPECIAL EVENT DAY of ONLINE MARKETPLACE”, JURNAL EDUCATION AND DEVELOPMENT, vol. 12, no. 3, pp. 543-551, Sep. 2024.
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References
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Mariyana, Djawoto, & Suhermin. (2023). The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Journal of Management and Business, 22(2), 25–39. https://doi.org/10.24123/jmb.v22i2.691
Muhson, A. (2006). Quantitative Analysis Techniques . https://staffnew.uny.ac.id/upload/132232818/pendidikan/Analisis+Kuantitatif.pdf
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Robani, D. R., & Wardhana, A. (2022). MSME Business Marketing Communication Mix Strategy in West Java Facing the Covid-19 Pandemic: A Case Study at Aditi Coffee House And Space. Jurnal Inspirasi, 13(1). https://doi.org/10.35880/inspirasi.v11i1.1939
Junior High School, A. (2023, May 31). Historical Traces of Internet Development: The World and Indonesia. The Directorate of Junior High School. https://ditsmp.kemdikbud.go.id/jejak-sejarah-perkembangan-internet-dunia-dan-indonesia/
Suci, D. M., Akramiah, N., & Subagio, D. P. W. (2024). THE ROLE OF SPECIAL EVENTS AND THE USE OF PAYLATER ON IMPULSE BUYING IN SHOPEE APPLICATION USERS. Journal of EMA (Economics of Accounting Management), 8(2), 190–190. https://doi.org/10.51213/ema.v8i2.392
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Sugiyono. (2020). Quantitative Research Methods (2nd ed.). Bandung: Alfabeta.
Sugiyono. (2022). Quantitative research methods / Prof. Dr. Sugiyono (3rd ed.). Bandung: Alfabeta.
Sumampouw, E. R. M., & Pandowo, M. H. C. (2022). ANALYSIS THE IMPACT OF SALES PROMOTION AND HEDONIC TO CONSUMER ONLINE IMPULSIVE BUYING ON SHOPEE USERS IN MANADO. Journal of Economics, Management, Business and Accounting Research, 10(4). https://doi.org/10.35794/emba.v10i4.43603
Wardah, N. A., & Harti. (2021). THE EFFECT OF SHOPPING LIFESTYLE AND SALES PROMOTION ON IMPULSIVE PURCHASE OF AVOSKIN ON SHOPEE. MANDAR: Management Development and Applied Research Journal, 4(1). http://ojs.unsulbar.ac.id/index.php/mandar
Ahdiat, A. (2023, October 11). E-Commerce Visitor Trends in the Third Quarter of 2023, Shopee is Soaring | Databox. Databoks.katadata.co.id. https://databoks.katadata.co.id/datapublish/2023/10/11/tren-pengunjung-e-commerce-kuartal-iii-2023-shopee-kian-melesat
Akina, T., & Kurniawan, D. (2023). THE EFFECT OF E-SERVICE QUALITY, eWOM, and sales promotion during special event days on the impulse buying of Shopee application users. JEBISKU: Journal of Islamic Economics and Business IAIN Kudus, 1(1). http://jim.iainkudus.ac.id/index.php/JEBISKU/article/view/131/28
Anggarwati, D., Hermawan, A., & Rahayu, W. P. (2023). The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers. LITERACY : International Scientific Journals of Social, Education and Humanities, 2(1), 34–49. https://doi.org/10.56910/literacy.v2i1.411
Arij, F. N., & Suwitho. (2021). THE EFFECT OF HEDONISTIC SHOPPING MOTIVATION ON IMPULSE PURCHASES AT THE SHOPEE.CO.ID OF THE INDONESIAN COLLEGE OF ECONOMICS (STIESIA) SURABAYA. Journal of Management Science and Research, 10(6). http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4078
Ariyanti, L., & Setyo Iriani, S. (2022). THE EFFECT OF SALES PROMOTION AND ELECTRONIC WORD OF MOUTH ON IMPULSE PURCHASES DURING SPECIAL EVENT DAY (A STUDY ON SHOPEE CONSUMERS IN EAST JAVA). SIBATIK JOURNAL: Scientific Journal of Social, Economic, Cultural, Technology, and Education, 1(5), 491–508. https://doi.org/10.54443/sibatik.v1i5.58
Avrilia Gusti Purwaningsih, & Nurhadi Nurhadi. (2021). The Effect of Sales Promotion and Gender on Impulse Buying Behavior in Shopee E-Commerce. Business and Entrepreneurship Forum, 10(2), 159–167. https://doi.org/10.35957/forbiswira.v10i2.807
Ayu Widi Yastuti, & Zulfa Irawati. (2023). The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee. International Journal of Current Science Research and Review, 06(12), 8652–8659. https://doi.org/10.47191/ijcsrr/v6-i12-111
Budiarto, J. T., & Saputri, M. E. (2022). The Influence of Sales Promotion, Hedonic Shopping Motive, and Shopping Lifestyle on Impuslive Buying at the Harbolnas Event at Shopee E-Commerce. E-Proceeding of Management, 9(4), 2682–2890. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/18351
CNN Indonesia. (2023, June 26). Dominating the E-Commerce Market, Shopee Excels from Other Players. Economics. https://www.cnnindonesia.com/ekonomi/20230626105528-97-966554/dominasi-pasar-e-commerce-shopee-unggul-dari-para-pemain-lain
Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). The Effect of Sales Promotion, Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Purchases on the Shopee Application. Journal of Accounting and Management, 17(02), 22–31. https://doi.org/10.36406/jam.v17i02.332
Ghozali, I. (2013). Multivariate Analysis Application with IBM SPSS 21 Update PLS Regression Program (7th ed.). Diponegoro University Publishing Board. Semarang.
Ghozali, I. (2021). Multivariate Analysis Applications with IBM SPSS Program 26 (10th ed.). Semarang: Diponegoro University Press.
Handayani, R. (2020). Social Research Methodology. Yogyakarta: Trussmedia Grafika.
Kangean, S., & Rusdi, F. (2020). Analysis of Marketing Communication Strategies in E-Commerce Competition in Indonesia. Prologia, 4(2), 280–287. https://doi.org/10.24912/pr.v4i2.6504
Mariyana, Djawoto, & Suhermin. (2023). The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Journal of Management and Business, 22(2), 25–39. https://doi.org/10.24123/jmb.v22i2.691
Muhson, A. (2006). Quantitative Analysis Techniques . https://staffnew.uny.ac.id/upload/132232818/pendidikan/Analisis+Kuantitatif.pdf
Rambe, D. N. S., & Aslami, N. (2022). Analyze marketing strategies in the global market. El-Mujtama: Journal of Community Service, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
Robani, D. R., & Wardhana, A. (2022). MSME Business Marketing Communication Mix Strategy in West Java Facing the Covid-19 Pandemic: A Case Study at Aditi Coffee House And Space. Jurnal Inspirasi, 13(1). https://doi.org/10.35880/inspirasi.v11i1.1939
Junior High School, A. (2023, May 31). Historical Traces of Internet Development: The World and Indonesia. The Directorate of Junior High School. https://ditsmp.kemdikbud.go.id/jejak-sejarah-perkembangan-internet-dunia-dan-indonesia/
Suci, D. M., Akramiah, N., & Subagio, D. P. W. (2024). THE ROLE OF SPECIAL EVENTS AND THE USE OF PAYLATER ON IMPULSE BUYING IN SHOPEE APPLICATION USERS. Journal of EMA (Economics of Accounting Management), 8(2), 190–190. https://doi.org/10.51213/ema.v8i2.392
Sugiyono. (2019). Qualitative quantitative research methods and R&D / Sugiyono (1st ed.). Bandung: Alfabeta.
Sugiyono. (2020). Quantitative Research Methods (2nd ed.). Bandung: Alfabeta.
Sugiyono. (2022). Quantitative research methods / Prof. Dr. Sugiyono (3rd ed.). Bandung: Alfabeta.
Sumampouw, E. R. M., & Pandowo, M. H. C. (2022). ANALYSIS THE IMPACT OF SALES PROMOTION AND HEDONIC TO CONSUMER ONLINE IMPULSIVE BUYING ON SHOPEE USERS IN MANADO. Journal of Economics, Management, Business and Accounting Research, 10(4). https://doi.org/10.35794/emba.v10i4.43603
Wardah, N. A., & Harti. (2021). THE EFFECT OF SHOPPING LIFESTYLE AND SALES PROMOTION ON IMPULSIVE PURCHASE OF AVOSKIN ON SHOPEE. MANDAR: Management Development and Applied Research Journal, 4(1). http://ojs.unsulbar.ac.id/index.php/mandar