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Journal : Jurnal Ilmu Manajemen (JIM)

Stimulus promosi penjualan, marketplace display, dan motivasi belanja hedonis terhadap impulse buying di kalangan wanita milenial Isalman; Ilyas; Farhan Ramadhani; Nurul Ittaqullah
Jurnal Ilmu Manajemen Vol. 12 No. 2 (2024)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jim.v12n2.p406-420

Abstract

This research aims to determine the effect of sales promotions on hedonic shopping motivation and impulse buying. To determine the influence of marketplace displays on hedonic shopping motivation and impulse buying. To determine the influence of hedonic shopping motivation on impulse buying. The type of research used is explanatory research. This research focuses on the group of millennial women who actively shop online in the marketplace. Data collection was carried out from July to September 2023. The number of samples was 200 respondents. Data analysis uses Structural Equation Modeling (SEM) with smartPLS 3.0. The results of the analysis show that sales promotions have an effect on impulse buying, but do not have a significant effect on hedonic shopping motivation. Marketplace displays influence hedonic shopping motivation, but do not significantly influence impulse buying. Hedonic shopping motivation influences impulse buying. In addition, hedonic shopping motivation mediates the relationship between marketplace displays and impulse buying, but does not mediate the influence of sales promotions on impulse buying. These findings provide information for marketplace sellers in using various sales promotions to accelerate impulse buying decisions among millennial women, as well as making efforts to organize marketplace displays that can foster hedonic shopping motivation and trigger impulse buying among millennial women.
Co-Authors Abd. Razak Yusuf Adnan Hakim Afiat, Muh. Nur Agustinus Tangalayuk Ahmad Ahmad Ajeng Purwati Ningtyas Alida Palilati Ambo Upe Asrip Putera Asrip Putera Asrip Putera Asrip Putera Awasinombu, Aidin Hudani Balaka, Muh. Yani Caesar Muslim Cahya Dwi Saputra Conny Conny, Conny Elfrida Ratnawati Eliyanti Agus Mokodompit Endro Sukotjo Endro Sukotjo Farhan Ramadhani Farhan Ramadhani I Farhan Ramadhani I Farhan Ramadhani Istianandar Farhan Ramadhani Istianandar Farhan Ramdhani Istianandar Firman, Akmad Hasnawati Hasnawati Hastuti Hastuti Heriyanto Heriyanto Ibnu Hajar Ilyas Ilyas Ilyas Ilyas Ilyas Ilyas Ilyas Ilyas Ilyas Ilyas Inayati Nuraini Dwiputri Isnawaty Isnawaty, Isnawaty Juharsah, Juharsah La Hatani La Ode Anto, La Ode Anto La Ode Kalimin La Ode Surazal Qalbi Lery, Mega Mubaraq, Ahmad Muh Taufik Muh. Yani Balaka Muhammad Masri Muhammad Yusuf Muhammad Yusuf Muthalib, Abd. Azis Mutmaina, Dewi Asyifa Nasrul Nasrul Nawy, Eliza Agustriani Nofal Nur Nur Asni Nur Azisah Nur, Zul Azmi Nurul Artika Putri T Nurul Ittaqullah Nurul Ittaqullah Nurul Ittaqullah Nurzaitun Nurzaitun Nurzaitun, Nurzaitun Panjaitan, Feliks Anggia Binsar Kristian Patwayati Patwayati Purwati Ningtyas, Ajeng Putera, Asrip Rahmad Day Robby Rahmat Madjid Riski Amalia Madi Risman R Rizal Adi Saputra Rostin Rostin Rostin Rostin, Rostin S., Nursaban Rommy Sahdarullah Sahdarullah Sahdarullah Sahdarullah Salma Saleh Saltifa, Wa Ode Vira Sinarwati Sinarwati Sinarwati Sunarjo Sinarwaty Sunarjo Sugiale, Eko Putra Syamsir Nur Syamsir Nur Tajuddin Tajuddin Triwulandari Nehru Putri Wa Ode Nur Asysyifaa Wahyuniati Hamid Windayani Windayani Yusuf Yusuf Zaid, Sudirman