ANALYSIS OF THE EFFECT OF SHOPAHOLIC BEHAVIOR AND PROMOTION ON IMPULSE BUYING THROUGH E-COMMERCE ON STUDENTS IN MEDAN
Main Article Content
Raihanah Daulay
Impulse buying is a condition where consumers feel interested in making purchases of the products they see. The conditions at that time where e-commerce became a trend for the development of shopaholic behavior and opportunities for impulse buying. Many factors can trigger impulse buying including shopaholic behavior and promotion. This study aims to determine the effect of shopaholic behavior and promotion which has an impact on impulse buying through e-commerce in the city of Medan. The sample of this research is students at private universities in Medan who like to shop at e-commerce in the last one year, the number of samples is 105 people. The data collection technique used a questionnaire that was tested for validity and reliability. The data analysis technique used assumption test, multiple linear regression, t test, F test and coefficient of determination. The results showed that shopaholic behavior had a significant effect on impulse buying and promotion had a significant effect on Impulse Buying. Simultaneously, shopaholic behavior and promotion affect Impulse Buying through e-commerce for students in Medan. Adjusted R Square of 67.2% shows the contribution of shopaholic behavior and promotion to impulse buying.
Amiruddin, A. F. (2018). Shopaholic Lifestyle As A Form Of Consumptive Behavior.
Andriany, D., & Arda, M. (2019). Pengaruh Media Sosial Terhadap Impulse Buying Pada Generasi Millenial. Festival Riset Ilmiah Manajemen Dan Akuntansi, 6681, 429–430.
Darma, L. A., & Japarianto, E. (2014). Analisa Pengaruh Hedonic Shopping Value Terhadap Impulse Buying Dengan Shopping Lifestyle Dan Positive Emotion Sebagai Variabel Intervening Pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, 8(2), 80–89. Https://Doi.Org/10.9744/Pemasaran.8.2.80-89
Daulay, R. (2021). Analysis Of The Effectiveness Of Information Communication Technology And The Service Marketing Mix To Customer Loyalty Indihome. 4(2), 510–517.
Daulay, R., Handayani, S., & Ningsih, I. P. (2021). Pengaruh Kualitas Produk, Harga, Store Atmosphere Dan Sales Promotion Terhadap Impulse Buying Konsumen Department Store Di Kota Medan. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), 1, 1–14.
Daulay, R., & Manaf, A. A. (2017). Strategi & Workshop Kewirausahaan. UMSU Press.
Daulay, R., & Mujiatun, S. (2021). The Appeal Of Advertising And Word Of Mouth To Online Shopping Interests On Shopee Application. 2(1), 45–53.
Daulay, R., & Saputra, R. (2020). Analysis Of Customer Relationship Management And Marketing Strategies Against Competitive Advantage On The Company’s Distributor In Medan City. Https://Doi.Org/10.4108/Eai.8-10-2018.2288694
Faiza, N. (2019). Dampak Pembelian Online Shop Di Shopee Dalam Perubahan Gaya Hidup Konsumtif Perempuan Shopaholic Di Fakultas Ekonomi Dan Bisnis Universitas Wiraraja Sumenep. April, 33–35.
Fitria, E. M. (2015). Dampak Online Shop Di Instagram Dalam Perubahan Gaya Hidup Konsumtif Perempuan Shopaholic Di Samarinda. Ejournal Ilmu Komunikasi, 3(1), 117–128.
Hidayat, R., & Tryanti, I. K. (2018). Pengaruh Fashion Involvement Dan Shopping Lifestyle Terhadap Impulsive Buying Mahasiswa Politeknik Negeri Batam. Journal Of Applied Business Administration, 2(2), 174–180. Https://Doi.Org/10.30871/Jaba.V2i2.1117
Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empiris Peningkatan Kepuasan Dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. Mix Jurnal Ilmiah Manajemen, 10(2), 249. Https://Doi.Org/10.22441/Mix.2020.V10i2.008
Juliandi, A., Manurung, S., & Irfan. (2015). Metodologi Penelitian Bisnis (Cetakan Ke). UMSU Press.
Kotler, P. (2012). Manajemen Pemasaran. Erlangga.
Kurnia, E. (2018). The Influence Of Store Atmosphere And Salespromotion On Purchasing Decisions (Survey On Supermarket Happy Sunggal). 578–584. Https://Doi.Org/10.31227/Osf.Io/Kz6xd
Lisda, R. (2010). Menciptakan Impulse Buying. Majalah Ilmiah INFORMATIKA, 1(3), 56–68.
Nurlinda, R. A., & Christina, D. (2020). Peran Posituve Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1), 231–244. Http://Jrmb.Ejournal-Feuniat.Net/Index.Php/JRMB/Article/View/380
Pebrianti, W., & Yuwinda, R. (2021). P-ISSN 2526-4440 E-ISSN 2086-3748. 12(November), 253–268.
Peter Mccullen And Denis Towill. (2015). Bullwhip Diagnosis And Reduction Supply Chain Management : An International Journal Article Information : International Journal Of Operations &Amp, 7(November), 164–179.
Pipih Sopiyan, & Neny Kusumadewi. (2020). Pengaruh Shopping Lifestyle Dan Positive Emotion Terhadap Impulse Buying. Coopetition : Jurnal Ilmiah Manajemen, 11(3), 207–216. Https://Doi.Org/10.32670/Coopetition.V11i3.115
Puspitasari, Y. D. (2020). Perilaku Penemuan Informasi Mahasiswa Shopaholic Tentang Fashion Di Surabaya Information Searching Behaviour About Fashion In Shopaholic Students In Surabaya Pendahuluan Informasi Dalam Era Globalisasi Seperti Saat Ini Sudah Menjadi Bagian Yang Penting Da. 11(1), 1–8.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The Impact Of Impulse Buying On Retail Markets In Indonesia. Journal Of Asian Finance, Economics And Business, 8(3), 575–584. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No3.0575
Ummah & Rahayu, 2020. (2019). Jurnal Penelitian Psikologi. Penelitian Psikologi, 10(2), 12.
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144–154. Https://Doi.Org/10.32639/Jimmba.V2i2.457
Wulandari, D. N., Santoso, B., & Athar, H. S. (2017). Etika Bisnis E-Commerce Berdasarkan Maqashid Syariah Pada Marketplace Bukalapak.Com. Jmm Unram - Master Of Management Journal, 6(1). Https://Doi.Org/10.29303/Jmm.V6i1.21.
