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All Journal PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) IIJSE
Wisnalmawati Wisnalmawati
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Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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The Influence Of In- Store As A Mediation To Impulse Buying (Study On The Retails In Yogyakarta) Wisnalmawati Wisnalmawati
PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) 2018: PROCEEDING ICTESS
Publisher : PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences)

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Abstract

Impulse buying often takes place inside the store. Impulse buying describesunplanned purchasing decisions.This research aims to: 1.analyse hedonic motivethat directly affects impulse buying, 2. analyse direct marketing that directly affectsimpulse buying, 3. hedonic motive and direct marketing influence on impulsebuying mediated by in store. Subjects in this research are consumers of threeclothing stores in Yogyakarta. The sample uses as many as 75 respondents, dataanalysis technique uses Structural Equational Model (SEM) with Smart PLS 3.0Program. The results of this research prove: 1. hedonic motive has influenced onimpulse buying, 2.direct marketing has influenced on impulse buying, 3 hedonicmotive and direct marketing influence on impulse buying mediated by in store. Thefindings of this study may contribute to consumer behaviour models, at retails andTripple duties of Higher Education.Keywords: hedonic motive; direct marketing; in store; and impulse buying
The Influence of Digital Marketing, Influencer Marketing on Purchase Intention Through Consumer Attitude Mediation (Survey of Gen Z Users of Shopee Application in Sleman District) Nanda Asmawati; Widhy Tri Astuti; Wisnalmawati Wisnalmawati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6144

Abstract

The rapid development of digital technology has significantly changed consumer behavior, especially among Generation Z in Indonesia. This study aims to examine the effect of digital marketing and influencer marketing on purchase intention, with consumer attitudes as a mediating variable, in the context of Shopee application users in Sleman Regency. Data were collected through a survey aimed at Generation Z consumers who actively use the Shopee platform. This study uses a quantitative approach with the Structural Equation Modeling (SEM) method with Partial Least Squares (PLS) version 4.0 to analyze the relationship between variables. The results of the study indicate that digital marketing and influencer marketing positively influence consumer attitudes and purchase intentions. In addition, consumer attitudes are proven to significantly mediate the relationship between marketing strategies and purchase intentions. This study provides theoretical contributions to the understanding of digital marketing dynamics as well as practical implications for e-commerce platforms in increasing consumer engagement through targeted digital and influencer marketing strategies.
Co-Authors Nanda Asmawati Widhy Tri Astuti