Pengaruh Price Discount Dan Fashion Involvement Terhadap Impluse Buying Pada Pengguna Tiktok Shop Kota Jakarta

Rousdy Safari Tamba, Elin Kristia Ningrum

Abstract


This study aimed to find out the tendency of impulse buying among the people of the city of Jakarta and to find out whether there was an influence of impulsive buying on price discounts and fashion involvement. This research employed two independent variables, namely Price Discount (X1), Fashion Involvement (X2), and Impulse Buying as the dependent variable (Y). The formulation of the problem in this research included, among other things, finding out how Discount and Fashion Involvement influenced Impulse Buying and examining how TikTok users viewed impulse buying decisions made by Jakarta city residents. This research used quantitative methods. The data collection was carried out using a questionnaire distributed to 150 respondents in Jakarta. This questionnaire was given to Jakarta city residents who used the TikTok application. This research used data collection techniques, namely Incidental Sampling. The analysis was carried out by processing data using SPSS 26 for Windows. Then, the instrument was tested using validity and reliability testing and continued with classical assumption and hypothesis testing. This research found a significant and positive influence between online promotions (X1) and purchasing decisions (Y) of 0.441 or 44.1%. There was a substantial and positive influence between price perceptions (X2) and buying decisions (Y) of 0.323 or 32.3%. There was a significant and positive influence between online promotions (X1) and price perceptions (X2) on purchasing decisions(Y) of 0.439 or 43.9%


Full Text:

PDF

References


DAFTAR PUSTAKA

Buku :

Aprilliani, R., & Khuzaini, K. (2017). Pengaruh price discount, positive emotion dan in- store stimuli terhadap impulse buying. Jurnal Ilmu dan Riset Manajemen (JIRM), 6(6).

Andriyanto, D. S., Suyadi, I., & Fanani, D. (2016). Pengaruh Fashion Involvement dan Positive Emotion terhadap Impulse Buying (Survey pada Warga Kelurahan Tulusrejo Kecamatan Lowokwaru Kota Malang). Jurnal Administrasi Bisnis, 31(1), 42-49.

Hidayah, M. N., & Sari, D. K. (2021). INFLUENCE OF PRICE DISCOUNT, IN- STORE DISPLAY, AND SHOPPING LIFESTYLE ON IMPULSE BUYING

AT UMAMA GALLERY SIDOARJO. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(1), 154-179.

Lestari, S. I. P. (2018). Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying melalui Nilai Hedonik di Carrefour Surakarta. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 7(2), 129-140

Putra, M. R. M., Albant, M. A. K., Sari, L. N., & Sanjaya, V. F. (2020). PENGARUH PROMOSI, FASHION INVOLVEMENT, DAN SHOPPING LIFE STYLE, DAN IMPULSE BUYING DI E-COMMERCE SHOPEE. REVENUE Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah, 3(02), 21-29.

Hermanto, E. Y. (2016). Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya Dengan Hedonic Shopping Motivation Dan Positive Emotion Sebagai Variabel Intervening Pada Merek Zara. Jurnal Manajemen Pemasaran, 10(1), 11-19.

Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding influence power of opinion leaders in e-commerce networks: An opinion dynamics theory perspective. Information Sciences, 426, 131–147. https://doi.org/10.1016/j.ins.2017.10.031

Darma, L. A., & Japarianto, E. (2014). Analisis pengaruh Hedonic shopping value terhadap impulse buying dengan positive emotion dan shopping lifestyle sebagai variabel intervening. Jurnal Manajemen Pemasaran, Vol. 8, No. 2, 80- 89.

Ilham. Sonata. (2019). Pengaruh Price Discount dan In-Store Display terhadap Impulse Buying Miniso. 46-53.

Indrawati. (2017). Perilaku konsumen individu dalam mengadopsi layanan berbasis teknologi informasi dan komunikasi . Bandung: Refika Aditama.

Kasimin, Dhiana , P., & Warso , M. M. (2015). Effect of discount, sales promotion and merchandising on impulse buying at Toko Intan Purwokerto. 1-19.

Putri, R. A., & Winarno. (2019). Pengaruh price discount, bonus pack dan in store display terhadap impulse buying pada Chandra Pringsewu. Jurnal Ilmiah Ekonomi Manajemen Vol. 10 No.01, 28-43.




DOI: https://doi.org/10.31334/jambis.v5i2.4966

DOI (PDF): https://doi.org/10.31334/jambis.v5i2.4966.g2550

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 JAMBIS : Jurnal Administrasi Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

JAMBIS : Jurnal Administrasi Bisnis

ISSN 2775-2615 (Media Online)
Email :  [email protected]
Website: http://ojs.stiami.ac.id/index.php/JUMABI/index

 

INDEKS BY: