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All Journal Jurnal Ekonomi SEMANIS
Sang Dewi Roro Basuki
Universitas Pelita Bangsa
Humanities Economics, Econometrics & Finance Environmental Science

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CONSUMER BUYING BEHAVIOR IN GROCERY SHOPPING POST-COVID-19: THE ROLE OF SOCIAL MEDIA MARKETING, COUPON PRONENESS, PRICE DISCOUNT, AND PRODUCT BUNDLING Andrianto Prasetya Nugroho; Etty Zuliawati; Tri Mulyani Kartini; Sang Dewi Roro Basuki
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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The aim of this study is to evaluate factors affecting consumer buying behavior in grocery shopping post-covid-19 era. Empirical studies were conducted to determine the role of social media marketing, coupon proneness, price discount, and product bundling in grocery shopping. The sample was determined with 125 respondents from Indonesia with the criteria of consumers who have shopped at grocery stores in 2023 and followed their social media. The findings show that: (1) social media marketing has a positive impact on consumer buying behavior; (2) coupon proneness has no effect on consumer buying behavior; (3) price discount has a positive impact on consumer buying behavior; (4) product bundling has a positive impact on consumer buying behavior in grocery shopping. Social media marketing, price discount and product bundling are effective ways to influence consumer buying behavior during the covid-19 pandemic and after, while respondents were neutral when asked how important it was to them about coupon offers. Social media marketing, coupon proneness, price discount, and product bundling are able to explain consumer buying behavior by 61,1%.
PENGARUH MEDIA SOSIAL, KUPON, PRODUK BUNDLING DAN DISKON YANG DILAKUKAN LOTTE GROSIR CIKARANG TERHADAP PRILAKU PEMBELIAN KONSUMEN Andrianto Prasetya Nugroho; Sang Dewi Roro Basuki
Prosiding SEMANIS: Seminar Manajemen Bisnis Vol. 1 No. 1 (2023): Februari 2023
Publisher : Prosiding SEMANIS: Seminar Manajemen Bisnis

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This study aims to determine and analyze the influence of Social Media, Coupons, Bundling Products and Discounts conducted by Lotte Wholesale Cikarang on Consumer Purchase Behavior. To collect research data using a questionnaire. Sampling using non-probability sampling technique with purposive sampling method. The type of research used is quantitative. The population in this study are all Lotte Wholesale Cikarang consumers. The sample was determined with 125 respondents using the Malhotra formula. Based on the results of the research and discussion, it is concluded that Social Media, Bundling Products, and Discounts have a positive and significant effect on Consumer Purchase Behavior. While Coupons partially has a positive but has not significant effect on Consumer Purchase Behavior. The implications of this research that promotions by providing coupons are less desirable if they are given partially by Lotte Wholesale Cikarang consumers, but if you do Social Media promotions, product bundling coupons and discounts simultaneously can attract Lotte Wholesale Cikarang consumer buying behavior.
Co-Authors Andrianto Prasetya Nugroho Etty Zuliawati Zed Tri Mulyani Kartini