Pengaruh Brand Ambassador dan Flash Sale Terhadap Impulse Buying Consumer di Marketplace Shopee Pada Generasi Z
DOI:
https://doi.org/10.55606/cemerlang.v4i2.2641Keywords:
Brand Ambassador, Flash Sale, Impulse BuyingAbstract
This study aims to examine the effect of Brand Ambassadors and Flash Sale on Impulse Buying in the Shopee marketplace. The sampling technique in this study is Generation Z who uses the Shopee application. The instrument for collecting data in this study was a questionnaire with 120 respondents. In this study using multiple linear regression analysis using SPSS 26 software. The results of this study indicate that the Brand Ambassador (X1) and Flash Sale (X2) variables have a significant positive effect on Impulse Buying in the Shopee marketplace. In the coefficient of determination, the brand ambassador and flash sale variables have an effect of 36.4% on impulse buying consumers and the remaining 63.6% is influenced by other variables outside this study.
References
Afifaha, F., Komariah, K., & Nor Norisanti. (2020). Efektivitas E-Service Quality dan Customer Feedback terhadap Keputusan Menggunakan Aplikasi Reddoorz. 9(2), 177–185. https://doi.org/10.32502/jimn.v9i2.2561
Agrawal, S., & Sareen, S. A. (2016). Flash Sales – the Game Changer in Indian E-Commerce Industry. International Journal of Advance Research and Innovation, 4(1), 343–348. https://doi.org/10.51976/ijari.411650
Agustianti, A. P. (2019). Pengaruh Diskon dan Impulse Buying Terhadap Keputusan Pembelian Online Shop Shopee (Studi Kasus pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Muhammadiyah Sumatera Utara). http://repository.umsu.ac.id/handle/123456789/2745
Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability (Switzerland), 10(2). https://doi.org/10.3390/su10020352
Angin, S. A. P., Birahmani, N. A., & Jannah, N. (2023). Pengaruh Kecepatan Akses Dan Brand Ambassador Terhadap Impulse Buying Aplikasi Shopee Pada Mahasiswa UINSU. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 2(2), 325–334. https://doi.org/10.47233/jemb.v2i2.1134
Christian, F., Adnans, A. A., Danta, E., & Ginting, J. (2022). The Effect of Flash Sale and Brand Image on Impulse Buying On Consumer Marketplace. 10(6), 80–84. https://doi.org/10.47310/Hjebm.2023.v04i01.028
Christiani, L. C., & Ikasari, P. N. (2020). Generasi Z dan Pemeliharaan Relasi Antar Generasi dalam Perspektif Budaya Jawa. Jurnal Komunikasi Dan Kajian Media, 4(2), 84–105. http://dx.doi.org/10.31002/jkkm.v4i2.3326
Dharmanto, A., Komariah, N. S., Handayani, M., Suminar, R., & Untari, D. T. (2019). Analysis of tourism preferences in choosing online-base travel agents in Indonesia. International Journal of Scientific and Technology Research, 8(12), 3761–3763. http://repository.ubharajaya.ac.id/id/eprint/3596
DhianTyas, & Widyastuty, I. (2021). The Effect of Promotion on Impulse Buying with Lifestyle as a Moderation Variable on Fashion Products in Online Shop Shopee. Journal of Economic Development, Environment and People, 10(4), 5–8. https://doi.org/10.26458/jedep.v10i4.710
Febryan, K. (2020). Pengaruh Brand Ambassador Dan E-Wom Terhadap Brand Love Tokopedia. Journal of Accounting and Business Studies, 5(2), 54. https://doi.org/10.61769/.v5i2.482
Gani, A. G. (2018). Pengenalan Teknologi Internet Serta Dampaknya. Jurnal Sistem Informasi Universitas Suryadarma, 2(2). https://doi.org/10.35968/jsi.v2i2.49
Geraldine, G., & Candraningrum, D. A. (2020). Pengaruh Kredibilitas Brand Ambassador Non-Celebrity Analisa Widyaningrum terhadap Keputusan Pembelian Hijabenka. Prologia, 4(1), 25. https://doi.org/10.24912/pr.v4i1.6422
Hufron, M. (2018). Pengaruh Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening. 1–11. Sains: Jurnal Manajemen Dan Bisnis 10(2). https://doi.org/10.37641/jimkes.v9i3.570
Naimah, S., Komariah, K., & Saori, S. (2023). Buyingtitle Analisis Iklan, Promosi Cashback, Dan Flash Sale Terhadap Online Impulse Buying. 4(6), 9671–9681. https://doi.org/10.37385/msej.v4i6.2436
Pangemanan, M. J., Saerang, D. P. E., & Maramis, J. B. (2022). Online Impulse Buying Konsumen e-commerce Generasi Z di Sulawesi Utara. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(2), 1203–1210. https://doi.org/10.35794/emba.v10i2.41440
Rupayana, I. K., & Suartina, I. W. (2021). Pengaruh Kualitas Produk , Impulse Buying dan Electronic Word of Mouth ( EWOM ) terhadap Keputusan Pembelian pada Produk Smartphone Merek Oppo di Kota Denpasar. 1(1), 233–247. https://doi.org/10.32795/widyaamrita.v1i1.1167
Santoso, G., & Triwijayati, A. (2018). Gaya Pengambilan Keputusan Pembelian Pakaian Secara Online pada Generasi Z Indonesia. Jurnal Ilmu Keluarga Dan Konsumen, 11(3), 231–242. https://doi.org/10.24156/jikk.2018.11.3.231
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet
Triana, R., Setyawan, A. H., Atmaja, R. A., Sfenrianto, & Ali, M. M. (2020). An effect of value creation brand toward purchase intention of E-commerce customers in Indonesia. International Journal of Scientific and Technology Research, 9(4), 2663–2670. https://doi.org/10.31955/mea.v7i3.3543
Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74–85. https://doi.org/10.17358/ijbe.6.1.74
Wulandari, C. (2022). Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Smartphone OPPO F3 di Samarinda. Jurnal Ilmu Manajemen Mulawarman. https://doi.org/10.29264/jimm.v3i4.2376
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Layyina Galuh Purnama, Yayan Hendayana , Ari Sulistyowati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
