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All Journal Jurnal Ilmu Manajemen (JIMMU) Jambura Science of Management Jurnal Sosial dan Teknologi
Indarwati, Peni
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Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Law, Crime, Criminology & Criminal Justice

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Pengaruh Promosi Dan Harga Terhadap Impulse Buying Ratnasari, Ike; Indarwati, Peni; Suhartatik, Suhartatik
Jurnal Sosial Teknologi Vol. 3 No. 8 (2023): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v3i8.909

Abstract

Impulse buying yang dilakukan oleh konsumen tentunya tidak terlepas dari faktor promosi dan harga produk yang ditawarkan oleh perusahaan retail. Promosi dan harga tentunya juga memiliki peran yang amat penting untuk membuat konsumen melakukan Impulse buying (pembelian tidak terencana). Promosi pada dasarnya bertujuan untuk meningkatkan jumlah pelanggan baru, mempengaruhi pelanggan untuk mencoba produk baru, mendorong pelanggan lebih banyak, menyerang aktivitas promosi pesaing, meningkatkan impulse buying atau mengupayakan kerjasama yang lebih erat dengan reseller. Tujuan perusahaan dalam menerapkan strategi pemasarannya khususnya promosi dan harga terhadap produk yang ditawarkan bertujuan untuk meningkatkan kuantitas penjualan serta menciptakan suatu transaksi yang menguntungkan bagi kedua belah pihak baik penjual maupun pembeli. Penelitian ini termasuk jenis penelitian kuantitatif yang bersifat kausal atau sebab akibat, dan termasuk ke dalam penelitian penjelasan yang bersifat deskriptif. Populasi pada penelitian ini berjumlah 75 orang atau responden yang merupakan konsumen yang ditemui selama observasi berlangsung di Super Indo Plaza Araya Kota Malang. Metode pengambilan sampel dalam penelitian ini menggunakan Teknik Accidental Sampling dan termasuk ke dalam kategori Probability Sampling, dikarenakan jumlah populasi konsumen di Super Indo Plaza Araya Kota Malang yang tak terbatas. Kesimpulan dari hasil penelitian ini yaitu telah terbukti adanya pengaruh yang signifikan pada variabel Promosi (X1) dan Harga (X2) Terhadap Impulse Buying (Y) baik secara parsial maupun secara simultan. Tingkat Promosi di Super Indo Plaza Araya Kota Malang sebesar 52,6% dipengaruhi oleh Stress Kerja dan Motivasi Kerja, sedangkan sisanya sebesar 47,4% dipengaruhi oleh variabel lain yang tidak diketahui dan tidak diteliti dalam penelitian ini
The Impact of Labeling Effect and Social Media Marketing on Consumer Purchasing Decisions and Loyalty at Super Indo Supermarket Malang Fahmi, Syaifuddin; Indarwati, Peni; Az Zahra, Dita Aulia
Jambura Science of Management Vol 7, No 1 (2025): Jambura Science of Management - January 2025
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jsm.v7i1.27668

Abstract

Purpose: To analyze in depth the impact of labeling effect on purchasing decisions and its implications on consumer loyalty, analyze in depth the impact of social media marketing on purchasing decisions and its implications on consumer loyalty, and analyze in depth the impact of purchasing decisions on consumer loyalty at Super Indo Supermarket Malang, to be able to solve problems related to the National Research Master Plan (RIRN) on the theme of economics and human resources with the focus areas of PRN Social Humanities, Education, Arts, and Culture on the topics of entrepreneurship, cooperatives and MSMEs.Design/Methodology/Approach: The study was conducted on 200 respondents who were met directly at Super Indo Supermarket Malang, while the research respondents were selected by accidental sampling. The collected data were then analyzed using the Structural. Equation Modeling - Partial Least Square (SEM-PLS) method. Where the data obtained from the distribution of questionnaires will be analyzed by looking at and considering the results of the outer model, inner model, and examination of the mediation model.Findings: The results of the study show that the labeling effect has a significant influence on consumer purchasing decisions and loyalty. While on the other hand, social media marketing also influences consumer purchasing decisions and loyalty. There is a mediating role of the purchasing decision variable that connects the labeling effect variable and Social Media Marketing to Loyalty.
UNDERSTANDING CONSUMER MIGRATION TOWARD NON-CASH PAYMENT SYSTEMS: A PUSH–PULL–MOORING PERSPECTIVE Indarwati, Peni; Syaifuddin Fahmi; Catur Adi Pamungkas
Jurnal Ilmu Manajemen (JIMMU) Vol. 10 No. 2 (2025): Jurnal Ilmu Manajemen (JIMMU)
Publisher : Magister Manajemen Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jimmu.v10i2.24243

Abstract

AbstractThe digital transformation in the financial sector has brought about significant changes in consumer behavior, one of which is the use of non-cash payment systems as a substitute for cash. This study aims to determine the role of perceived value, alternative product attractiveness, and digital literacy variables on consumer switching intentions. Digital literacy is considered to have a moderating role that strengthens the relationship between perceived value and alternative product attractiveness on switching intentions, this also provides a novelty that is expected to be obtained in the study of consumer switching behavior. This study uses a quantitative approach through a survey method. Data were collected from 200 respondents who were encountered incidentally while shopping at retail outlets in the Malang city area. The data collection instrument used was a structured questionnaire with indicators created through a literature review and synthesis of previous research results. Data analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM), by evaluating the measurement and structural models in the study. The results show that perceived value has an influence that can encourage consumers to have switching intentions. On the other hand, the attractiveness of alternative products is also a motivating factor for consumers to switch to using non-cash payment systems, where the stronger the attractiveness of alternative products, the higher the desire to switch. Another finding is that digital literacy is a mooring factor that can strengthen and weaken the relationship between perceived value and alternative attractiveness on the intention to switch. This is a contribution of research results that can provide insight to the business world so that it does not only focus on product sales but also pay attention to the extent to which consumers have sufficient literacy about the technology used in the product. Thus, the results of this study indicate that consumer intention to switch is not only influenced by the value and attractiveness of alternative products, but also there is a role of digital literacy as a reinforcement.
Co-Authors Az Zahra, Dita Aulia Catur Adi Pamungkas Ratnasari, Ike suhartatik suhartatik Syaifuddin Fahmi