PENGARUH SHOPPING LIFESTYLE, FLASH SALE, DAN CASHBACK TERHADAP IMPULSE BUYING GENERASI MILENIAL PADA PENGGUNA SHOPEE (STUDI PADA ANGGOTA KARANG TARUNA CEMPAKA PUTIH DESA KRAJAN, BOYOLALI)

Authors

  • Fransiska Yuita Fridayanti UNIBA
  • Bambang Mursito
  • Supawi Pawenang

DOI:

https://doi.org/10.24127/jm.v18i2.2447

Abstract

Di zaman modern initeknologi dan sistem informasi dikalangan masyarakat indonesia semakin maju. Hal ini ditunjukkan dengan peningkatan presentase penggunaan e-commerce dan munculnya berbagai e-comerce di Indonesia salah satunya Shopee. Dengan melonjaknya tren belanja online disertai kecenderungan masyarakat Indonesia yang berpola hidup konsumtif, Shopee mengeluarkan berbagai strategi seperti program flash sale dan cashback agar masyarakat indonesia termotivasi untuk melakukan pembelian spontan (impulse buying). Penelitian ini bermaksud mengidentifikasi dampak dari shopping lifestyle, flash sale, sekaligus cashback terhadap impulse buying generasi milenial pada pengguna Shopee. Penghimpunan data mempergunakan observasi, kuesioner, dokumentasi, wawancara, disertai studi kepustakaan. Dari sisi klafisikasi data, penelitian ini mempergunakan data primer berupa jawaban kuesioner dan data sekunder seperti jurnal. Pengujian terhadap instrumen.menggunakan uji keabsahan serta reabilitas. Uji asumsi klasik, analisis regresi linier berganda, uji hipotesis, dan koefisien determinasi (R2)di pergunakan untuk analisis data. Populasi penelitian ini terdiri dari anggota Karang Taruna Cempaka Putih Desa Krajan, Boyolali pengguna shopee yang berjumlah 55 responden. Hasil analisis uji t menerangkan bahwa unsur shopping lifestyle memiliki efek positif serta fundamental pada impulse buying substansial kepada aspek impulse buying. Hasil analisis uji t yang kedua menerangkan bahwa unsur flash sale mempunyai efek positif serta fundamental pada impulse buying esensial terhadap impulse buying. Hasil uji t ketiga menjelaskan bahwa unsur cashback tidak terdapat efek pada impulse buying.

Kata kunci : Impulse Buying, Shopping Lifestyle, Flash Sale, dan Cashback

References

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Published

2024-11-26

Issue

Vol. 18 No. 2 (2024): November

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Articles

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