PENGARUH GRATIS ONGKIR, FLASH SALE, DAN CASHBACK ATAS PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF

Authors

  • Dinar Andina Wulandari Universitas Esa Unggul
  • Primasatria Edastama Universitas Esa Unggul

DOI:

https://doi.org/10.30640/jumma45.v1i2.320

Keywords:

Gratis Ongkir, Flash Sale, Cashback, Emosi Positif, Pembelian Impulsif .

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan memahami hal yang dapat mendorong melakukan pembelian impulsif dipengaruhi oleh promosi penjualan seperti gratis ongkir, flash sale, dan cashback dengan disertai emosi positif. Populasi dan sampel dalam penelitian ini adalah 125 pengguna aplikasi Shopee yang telah melakukan transaksi pembelian produk fesyen luxury brand di Shopee Mall minimal dua kali dalam tiga bulan terakhir, dengan usia 20-35 tahun, dan bedomisili di DKI Jakarta. Metode analisis yang digunakan yaitu Structural Equation Model (SEM). Dalam penelitian ini ditemukan bahwa gratis ongkir dan flash sale mempengaruhi emosi positif dan pembelian impulsif. Namun cashback tidak memiliki mempengaruhi baik emosi positif maupun pembelian impulsif. Kemudian emosi positif dapat mempengaruhi pembelian impulsif. Berdasarkan hasil penelitian bahwa Shopee Mall mempertahankan promosi penjalan seperti gratis ongkir dan penjualan kilat karena pada penelitian ini mampu membuktikan dapat menimbulkan emosi positif dan pembelian impulsif. Kemudian pembelian impulsif dipengaruhi emosi positif, artinya penjualan kilat dapat mengembangkan promosi penjualan lainnya yang juga akan memberikan emosi positif kepada konsumen. Diharapkan shopee terus mempertahakan program promosi penjualan tersebut sesuai dengan keinginan dan kebutuhan konsumen ketika melakukan transaksi pembelian.

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Published

2022-10-21

How to Cite

Andina Wulandari, D., & Primasatria Edastama. (2022). PENGARUH GRATIS ONGKIR, FLASH SALE, DAN CASHBACK ATAS PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF. Jurnal Mahasiswa Manajemen Dan Akuntansi, 1(2), 29–36. https://doi.org/10.30640/jumma45.v1i2.320

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