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Zuchdiawati Luthfi Utami
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Public Health Transportation Veterinary

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The Influence of Flash Sale and Shopee Live on Impulsive Buying Behavior in Marketing Management Students Zuchdiawati Luthfi Utami
MAMEN: Jurnal Manajemen Vol. 3 No. 3 (2024): Juli 2024
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v3i3.3893

Abstract

This research aims to find out how much influence Flash sale and Shopee Live features have on impulsive buying behavior among D4 Marketing Management students at Yogyakarta State University who belong to Generation Z and are frequently shopping online via Shopee application. This quantitative research used a sample of 93 students taken using a purposive sampling technique and a questionnaire and was analyzed using the SPSS version 25 program. The results of this research show the multiple linear regression equation Y = (5.978) + 0.528X1 + 0.311X2, which means the Flash sale feature and Shopee Live simultaneously have a significant influence of 26.9% (Rsquare = 0.269, α < 0.05) on impulsive buying behavior in students. Partially, only the Flash sale feature has a significant influence on impulsive buying behavior (tcount 3.512 > ttable 1.990). This is because Flash sales provide limited offers with large enough discounts to encourage the desire to take advantage of the opportunity before the product is sold out or the offer ends. Meanwhile, Shopee Live (tcount 1.773 < ttable 1.990) only helps in seeing product quality live so not all students feel motivated to buy products through this feature.
Community Assistance for KWT Marsudi Luhur in Building a Sustainable Brand Ecosystem for Liquid Organic Fertilizer Products through Digital Branding Optimization Barida Rakhma Nuranti; Zuchdiawati Luthfi Utami; Reska Anggara Putra; Viant Anggi Saputra
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i4.6909

Abstract

This Community Service (PKM) activity aims to empower the Marsudi Luhur Women Farmers Group (KWT) through mentoring in building a sustainable brand ecosystem for Liquid Organic Fertilizer (POC) products. The main problems faced by partners are limited understanding of branding strategies and weak product identity. The method used involves comprehensive mentoring through branding training, product identity development, and digital marketing strategies. The program's effectiveness was evaluated through a pretest-posttest with a validated instrument (item-total correlation of 0.518-0.914) and reliability (α=0.827). The results of the paired sample t-test showed a significant increase in participant knowledge with a p-value <0.001 and an increase in the average score from 35 to 87. The program successfully built the foundation of a sustainable brand ecosystem by increasing branding capacity and strengthening product identity. These findings reflect the importance of an integrated approach a combination of conceptual strengthening, practical development, and technology utilization in empowering community-based MSMEs to compete sustainably.
Co-Authors Barida Rakhma Nuranti Reska Anggara Putra Viant Anggi Saputra