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All Journal Jurnal Sains Sosio Humaniora Enrichment : Journal of Management Budimas : Jurnal Pengabdian Masyarakat EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Scientia Jurnal Ekonomi dan Bisnis Kontemporer Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Bingkai Ekonomi (JBE) Jurnal Info Sains : Informatika dan Sains Majalah Ilmiah Inspiratif Jurnal Pengabdian Kepada Masyarakat Jurnal Multidisiplin Sahombu Journal of Social Work and Empowerment Celebes Journal of Community Services
Dyah Ika Kirana Jalantina
Universitas Pandanaran, Semarang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Multidisiplin Sahombu

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Driving Factors of Impulse Buying Tendency For Alfamart Consumers. (Case Study at Alfamart Kramas, Banyumanik, Semarang) KIrana Jalantina, Dyah Ika; Magdalena, Maria; Rahmawati, Putri
Jurnal Multidisiplin Sahombu Vol. 5 No. 03 (2025): Jurnal Multidisiplin Sahombu, (2025)
Publisher : Sean Institute

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Abstract

The purpose of this research is to analyze the influence store atmosphere, product displays, bonus packs, price discounts, in-store promotions and service quality on impulse buying (unplanned purchases) among consumers at Alfamart Kramas, Tembalang, Semarang. Using multiple regression analysis method, data collection was conducted by distributing questionnaires to consumers who had made purchases or transactions at Alfamart Kramas Tembalang totaling 100 respondents as research samples. The results showed that the three independent variables, namely store atmosphere, product display, bonus pack, price discount, in-store promotional and service quality have a positive and significant effect on the dependent variable , namely impulse buying.
Fast Fashion Product Purchase Decisions : the Impact of Digital Marketing Interaction and Youth's Social Preferences in Semarang City KIrana Jalantina, Dyah Ika; Magdalena Minarsih, Maria
Jurnal Multidisiplin Sahombu Vol. 6 No. 01 (2026): Jurnal Multidisiplin Sahombu, January 2026
Publisher : Sean Institute

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The rapid growth of the fast fashion industry has encouraged companies to utilize digital marketing strategies to attract young consumers. Current consumer preferences for a fashionable appearance encourage fashion entrepreneurs to quickly adapt to consumer tastes. This study used a descriptive qualitative method with a closed-ended survey. Data were collected using a questionnaire from 40 respondents living in Semarang City aged 18-24 years and actively shopping for fast fashion products. The results show that young consumers have a strong preference for digital purchasing channels, especially social media and e-commerce platforms, to obtain fast fashion products. Young consumers make fast fashion purchases at low to moderate levels within one month. This indicates the existence of behavioral control and value considerations in fast fashion product purchasing decisions. A visual and applied approach is also important in digital marketing strategies, especially in the fashion sector, which relies heavily on aesthetic perception and style relevance.
Co-Authors Agustien Zulaidah Alvin, Muhammad Indra Dewi Fatmasari Dewi Fatmasari Dewi Febriani Dukut Martinus Prabantara Fadilah, Rini Heru Sri Wulan Juliani, Retno Djohar Magdalena Minarsih, Maria Maria Magdalena Maria Magdalena Minarsih Maria Magdalena Minarsih Maria Magdalena Minarsih Navisatuzzahro, Alvina Pramiarso, Joni Putri Rahmawati Sauca Ananda Pranidana Wulan, Heru Sri