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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Trending: Jurnal Manajemen dan Ekonomi
Kartika Sukmawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi Penjualan dan Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Aplikasi Shopee Kartika Sukmawati
Trending: Jurnal Manajemen dan Ekonomi Vol. 2 No. 2 (2024): April: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v2i2.2368

Abstract

In the modern era, the development of technology, information and communication is progressing very rapidly. Almost all activities are influenced by internet use, especially in the economic and business fields. The level of internet users and high public interest in the convenience of online shopping make Indonesia a promising market share for e-commerce. Shopee is an e-commerce that can attract consumers so that they can carry out buying and selling transactions online. This research aims to determine the effect of sales promotions and hedonic shopping motivation on impulse purchases on the Shopee application. This research method uses primary data with a quantitative approach and the tests carried out are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis Test, Hypothesis Test including T Test (Partial) and F Test (Simultaneous) and Coefficient of Determination Test ( R2). By distributing online questionnaires via Google Form, 100 respondents were collected and provided valid data for this research. In this research, the sampling method is nonprobability sampling with purposive sampling technique. The tool for testing in this research is SPSS V25. The results of this research show that the Sales Promotion and Hedonic Shopping Motivation variables, both partially and simultaneously, have a significant effect on Impulsive Buying on the Shopee Application.
Pengaruh Kesesuaian Harga dan Ulasan Produk Terhadap Keputusan Pembelian di E-Commerce Shopee Fachri Makmura; Kartika Sukmawati
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 3 No. 4 (2024): Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v3i4.3484

Abstract

The research entitled "The Influence of Price Match and Product Reviews on Purchasing Decisions in Shopee E-Commerce" aims to determine the partial influence of price and product reviews on purchasing decisions in Shopee e-commerce, as well as knowing the simultaneous influence of price and product reviews on purchasing decisions on Shopee e-commerce. The analytical method in this research uses quantitative primary data with the test stages carried out including: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, T test (partial test), F test (simultaneous), and determination test. The data used in this research used a questionnaire instrument and valid data collected from 100 respondents. The sampling method in this research was non-probability sampling with a purposive sampling technique. The testing tool used is IBM SPSS Statistics. The results of the research show that the price variable has a partial or partial effect on purchasing decisions, the product review variable has a partial or partial effect on purchasing decisions, and the price and product review variables have a simultaneous effect on purchasing decisions in Shopee e-commerce.
Co-Authors Fachri Makmura