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All Journal Journal of Management Review Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) YUME : Journal of Management Jurnal Hexagro Jurnal E-Bis: Ekonomi Bisnis Jurnal Ekonomi Perjuangan (JUMPER) Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Journal of Innovation Research and Knowledge Jurnal Pengabdian Mandiri Jurnal Manajemen Bisnis dan Organisasi International Journal of Entrepreneurship, Business, and Creative Economy Applied Quantitative Analysis (AQA) Jurnal Umum Pengabdian Masyarakat (JUPEMAS) Moneter : Jurnal Ekonomi dan Keuangan Jurnal Pengabdian Masyarakat Mandira Cendikia (JPKM-MC) Jurnal Pengabdian kepada Masyarakat Multidisiplin (JUPENGEN) Multidisciplinary Indonesian Center Journal
Lati Sari Dewi
Sekolah Tinggi Ilmu Ekonomi Latifah Mubarokiyah
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Multidisciplinary Indonesian Center Journal

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ANALYSIS OF DIGITAL MARKETING STRATEGY IN IMPROVING IMPULSIVE BUYING BEHAVIOR OF MARKETPLACE CONSUMERS IN INDONESIA Makarim, Siti Amirah; Dewi, Lati Sari
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 2 (2025): Vol. 2 No. 2 Edisi April 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i2.811

Abstract

This study aims to analyze the impact of digital marketing strategies specifically brand image and flash sale promotions on impulsive buying behavior among consumers in Indonesian marketplaces, with a particular focus on the Shopee platform. The research employs a descriptive quantitative approach, using purposive sampling techniques. Out of a population of 433 university students, 115 respondents were selected as the sample. Data analysis was conducted using SPSS version 26 and Microsoft Excel 2021. The results indicate that both brand image and flash sale promotions significantly influence consumer impulsive buying behavior, both partially and simultaneously. These findings highlight the importance of optimizing digital marketing strategies to enhance impulsive purchasing behavior in the e-commerce sector.
Co-Authors Adi Robith Setiana Aminah, Entin Asep Saeful Falah Barkah, Risman Desi Try Anggarini Erlangga, Gagas Falah, Asep Saful Fatah, R. Hozin Abdul Fitriani Hakiki, Syahdan Halwani, Sufi HENDRA GUNAWAN B11211055 Hendro Sugiarto Hermansyah, Taufik Hermayanto, Ricky Hilal, Syaeful Iis Susanti, Iis Iswara, Zalu Nabil Yassin Iwan Sugianto Latifah, Risma Nurul Makarim, Siti Amirah Maulida, Erna Mohamad Nazirwan Nazirwan, Mohamad Nazirwan, Mohammad Nugraha, Yuda Putra, Galih Mauladin Rafka Muhammad Rizki Ramdan, Rhaka Saepul Ruslan Sani Haryati Saputra, Iwan Saputra, Iwan Siti Amirah Makarim Sopian, Agus Taufik Hermansyah Taufik, Ahmad Royan Wadini Wahdan Budi Setiawan Wibowo, Agoes Hari Edy Zakiah Nurjamilah