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Journal : Jurnal Bisnis Terapan

 1 
PERSEPSI KONSUMEN TERHADAP FLASH SALE BELANJA ONLINE DAN PENGARUHNYA PADA KEPUTUSAN PEMBELIAN Sadana Devica
Jurnal Bisnis Terapan Vol. 4 No. 1 (2020): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v4i1.2276

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana persepsi konsumen terhadap program promosi dalam bentuk flash sale dan bagaimana pengaruhnya tehadap keputusan pembelian. Penelitian ini dilakukan pada 145 orang responden, sedangkan untuk teknik analisis data menggunakan confirmatory factor analysi (CFA) dan analisis regresi. Terdapat tujuh indikator persepsi konsumen yang diteliti, meliputi flash sale belanja online merupakan kesepakatan harga yang sangat menguntungkan konsumen, flash sale belanja online benar-benar menawarkan harga produk yang murah, produk yang ditawarkan pada saat flash sale belanja online tetap lebih murah meskipun di toko/ritel juga menawarkan promosi harga diskon, produk yang ditawarkan pada saat flash sale belanja online merupakan produk yang berkualitas, produk yang ditawarkan pada saat flash sale belanja online sangat beragam (bervariasi), berbelanja secara online pada saat flash sale sangat aman (dari aspek keaslian produk, metode pembayaran dan proses pengiriman), dan berbelanja secara online pada saat flash sale sangat mudah dan praktis. Hasil dari penelitian menunjukkan bahwa persepsi konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Bahkan terkadang konsumen juga melakukan pembelian tanpa perencanaan terlebih dahulu (impulse buying) ketika mereka mengetahui terdapat promo flash sale.
DOMPET DIGITAL: BERAGAM PROGRAM PROMOSI DAN PENGARUHNYA TERHADAP PEMBELIAN SECARA IMPULSIF Sadana Devica
Jurnal Bisnis Terapan Vol. 6 No. 1 (2022): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v6i1.4756

Abstract

This study aims to determine the effect of promotional programs on impulse buying. This research was conducted on 200 students. Data were processed using confirmatory factor analysis (CFA) and regression analysis. There are four indicators of the promotion program studied, including 1) promotions in the form of cashback, reward points or discounts offered by digital wallets are very profitable; 2) promotions obtained in the form of cashback or reward points will save on purchase transactions; 3) payment transactions using digital wallets are more profitable than transactions using cash or non-cash (debit/credit cards); and 4) selecting tenants/retailers/shops/e-commerce/online transportation that cooperates with digital wallet platforms to benefit from the promotional programs offered which have proven to have a positive and significant effect on impulse purchases. The impulsive buying behavior shown by digital wallet users includes 1) using digital wallets as a means of payment transactions because they are interested in the promotional programs offered and 2) often making purchases without prior planning because they are interested in promotional programs offered by digital wallets found in various tenant/retail/store/e-commerce/online transportation.
PENGARUH PRICE SENSITIVITY DAN ENVIRONMENTALISM TERHADAP PURCHASE INTENTION PADA PAKAIAN THRIFT Mentari Septynaputri Widodo; Sadana Devica
Jurnal Bisnis Terapan Vol. 6 No. 2 (2022): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v6i2.5107

Abstract

Abstract A person's need for fashion is also always growing, with the need for fashion, now the trend of thrift clothes is also developing, which is known as thrifting. Thrifting is an activity to buy used goods, especially clothing with the aim of helping to reduce environmental pollution produced by fast fashion activities. Indonesian consumers' interest in these thrift goods is increasing over time. Where the data shows that the level of consumption of thrift clothing has increased by 21 percent in the last three years. Based on several previous studies, there are several things that affect a person's purchase intention in buying thrift goods. Among them are environmentalism and price sensitivity.The aim of this study is to investigate the unique characteristics of these consumers and offer a better understanding of the specific drivers of thrift product consumption. In particular, this study explores the reality (or lack thereof) of a number of assumptions regarding the consumption of thrift goods. Thisresearch was conducted on 106 students. Data were processed using confirmatory factor analysis (CFA) and regression analysis. Testing using the structural equation model (SEM) shows that price sensitivity has a significant effect on purchase intention, while a person's level of environmentalism is found to have no effect on purchase intention.
Co-Authors Mentari Septynaputri Widodo Mentari Septynaputri Widodo