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All Journal INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE Jurnal Ilmiah Ekonomi dan Manajemen
Padila Putri
Unknown Affiliation
Humanities Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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ANALISIS STRATEGI MARKETING MEDIA SOSIAL TERHADAP MINUMAN KESAYANGAN CABANG LAU DENDANG KEC PERCUT SEI TUAN SUMATERA UTARA Padila Putri; Siska Aliya Damayanti; Yogi Agung Pradana; Zainarti Zainarti
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 7 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i7.1769

Abstract

Marketing via social media is a form of digital marketing strategy where business people use social media and websites to promote their business, products or services. This research aims to find out whether the beloved beverage business uses social media marketing strategies in carrying out promotions. The method used in this research is qualitative with an interview method, namely a direct interview technique with a respondent using several questions. The results of this research show that the Lau Dendang Branch of Favorite Drinks uses social media marketing strategy techniques to attract customers by sharing promotions via their social media. This shows that promotion through social media is very effective.
THE INFLUENCE OF SHOPEE PAYLATER USAGE ON IMPULSE BUYING BEHAVIOR WITH HEDONIC LIFESTYLE AS AN INTERVENING VARIABLE AMONG GENERATION Z IN SERDANG BEDAGAI Padila Putri; Maidalena; Muhammad Lathief Ilhamy Nasution
International Journal of Cultural and Social Science Vol. 6 No. 2 (2025): International Journal of Cultural and Social Science
Publisher : Pena Cendekia Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53806/ijcss.v6i2.1064

Abstract

The SPayLater service is a method of paying for purchases on credit that is increasingly popular with the public, especially among Generation Z who are known to have high consumption patterns and tend to be impulsive. This research aims to analyze the effect of using SPayLater on Impulse Buying behavior with Hedonic Lifestyle as an Intervening Variable in Generation Z Serdang Bedagai City. This research uses quantitative methods with an associative approach. Data was collected by distributing questionnaires to 90 respondents who were SPayLater users in Serdang Bedagai City. The data analysis technique used SPSS 30 with a series of statistical tests including path analysis regression tests and hypothesis tests. The results of this research show that (1) SPayLater has a positive and significant influence on Impulse Buying behavior (2) SPaylater has no significant influence on Hedonic Lifestyle (3) Hedonic Lifestyle has a positive and significant influence on Impulse Buying behavior (4) Hedonic Lifestyle was unable to mediate the relationship between SPayLater use and Impulse Buying behavior.
Co-Authors Maidalena Muhammad Lathief Ilhamy Nasution Siska Aliya Damayanti Yogi Agung Pradana zainarti zainarti