Pengaruh Sales Promotion dan Perceived Perishability Terhadap Impulse Buying Pengguna Shopee Dengan Flash Sale Sebagai Intervening

Authors

  • Any Setyarini Universitas Semarang, Indonesia
  • Sulistyorini Sulistyorini

DOI:

https://doi.org/10.29040/jie.v8i3.15118

Abstract

Fenomena impulse buying telah menarik perhatian signifikan dalam penelitian perilaku konsumen, terutama dalam konteks platform e-commerce seperti Shopee. Impulse buying mengacu pada pembelian yang tidak direncanakan yang dilakukan tanpa niat sebelumnya, pembelian seperti ini sering kali dipicu oleh rangsangan eksternal, seperti kegiatan promosi. Tujuan pada penelitian ini adalah untuk mengetahui pengaruh sales promotion dan perceived perishability terhadap impulse buying pengguna Shopee dengan Flash Sale sebagai variabel intervening. Penelitian ini menggunakan pendekatan penelitian kuantitatif. Populasi pada penelitian ini adalah semua pengguna Shopee di Kota Semarang. Prosedur pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability dengan teknik purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah menggunakan metode analisis regresi linier berganda (multiple linear regression), dilakukan dengan menggunakan bantuan program SPSS (Statistical Package for Social Sciences). Kesimpulan pada penelitian ini adalah sales promotion berpengaruh secara signifikan terhadap flash sale, perceived perishability berpengaruh secara signifikan terhadap flash sale, sales promotion berpengaruh secara signifikan terhadap impulse buying, perceived perishability berpengaruh secara signifikan terhadap impulse buying, flash sale berpengaruh secara signifikan terhadap impulse buying, flash sale dapat memediasi pengaruh sales promotion terhadap impulse buying dan flash sale dapat memediasi pengaruh perceived perishability terhadap impulse buying.

Author Biography

Any Setyarini, Universitas Semarang

S1 Manajemen Universitas Semarang

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Published

2024-09-30

How to Cite

Setyarini, A., & Sulistyorini, S. (2024). Pengaruh Sales Promotion dan Perceived Perishability Terhadap Impulse Buying Pengguna Shopee Dengan Flash Sale Sebagai Intervening. JURNAL ILMIAH EDUNOMIKA, 8(3). https://doi.org/10.29040/jie.v8i3.15118

Issue

Vol. 8 No. 3 (2024): EDUNOMIKA

Section

Articles

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