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All Journal Jurnal Muhammadiyah Manajemen Bisnis (JMMB) Jurnal Pijar : Studi Manajemen dan Bisnis
Selia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI PADA PRODUK MCDONALD’S Selia
Jurnal Pijar Vol 2 No 03 (2024): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v2i03.1364

Abstract

This research was conducted to find out how much influence brand ambassadors and social media marketing have on the buying interest of 6th semester IMWI students majoring in Management on McDonald's products. The research method used is a quantitative method approach with data collection techniques using saturated samples or non-probability sampling where the entire population is used as a sample. The population in question is all 6th semester IMWI students majoring in Morning Regular Management who have purchased McDonald's products at least once, totaling 63 respondents using a questionnaire on a Likert scale. In processing data for analysis using SPSS 29.0.2.0 software with multiple linear analysis techniques which include validity tests, reliability tests, and classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity tests, then hypothesis tests consisting of t tests, f and coefficient of determination test. This research shows that there is a positive and significant influence, both partially and simultaneously, between the brand ambassador and social media marketing variables on purchase interest in McDonald's products.
PENGARUH PRICE DISCOUNT DAN SHOPPING LIFESTYLE TERHADAP PEMBELIAN IMPULSIF PADA PENGGUNA SHOPEE GENERASI Z SUKABUMI Selia; Maulana, Mochamad Afrizal
JURNAL MUHAMMADIYAH MANAJEMEN BISNIS Vol 7 No 1 (2026): Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid growth of e-commerce has led to significant changes in consumer purchasing behavior, particularly among Generation Z, who demonstrate high levels of digital platform engagement. Shopee, as one of Indonesia’s leading e-commerce platforms, offers various promotional stimuli that may trigger impulsive buying behavior. This study aims to analyze the influence of price discounts and shopping lifestyle on impulsive buying among Generation Z Shopee users in Sukabumi City. The research employs a quantitative associative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using multiple linear regression with IBM SPSS Statistics version 31. The results indicate that both price discounts and shopping lifestyle have a positive and significant effect on impulsive buying, both partially and simultaneously. These findings provide theoretical implications by reinforcing the role of price-based promotional stimuli and lifestyle-related factors in explaining impulsive buying behavior within the context of digital commerce, particularly among Generation Z consumers in developing urban areas. Keywords: E-commerce, Impulsive Buying, Price Discount, Shopee, Shopping Lifestyle.
Co-Authors Mochamad Afrizal Maulana