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All Journal Journal of Business Economics and Agribusiness
Changreani, Evelyn
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Economics, Econometrics & Finance

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The Influence of Sales Promotion and Shopping Lifestyle on Impulsive Buying Behavior of Mr DIY in Palembang City Manalu, Anggriani Br; Changreani, Evelyn
Journal of Business Economics and Agribusiness Vol. 1 No. 2 (2024): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbea.v1i2.77

Abstract

This research was conducted to analyze the influence of Sales Promotion and Shopping Lifestyle on Impulse Buying among Mr DIY consumers in Palembang City. The growth of the retail industry and changes in consumer lifestyles require a deeper understanding of the factors that influence impulse shopping behavior. This research tries to answer the problem regarding the influence of Sales Promotion and Shopping Lifestyle on the tendency to shop impulsively at stores like Mr DIY. The purpose of this research is to find out whether Sales Promotion and Shopping Lifestyle influence Impulse Buying in Mr DIY, Palembang City. This research aims to provide a clear and specific picture of the factors that influence consumers' impulsive shopping decisions. This research uses a quantitative approach with non-probability sampling techniques and a purposive sampling approach to select 100 respondents. Data analysis was carried out using statistical methods which included regression to test the influence of the Sales Promotion and Shopping Lifestyle variables on Impulse Buying. The population of this research is Mr DIY consumers in Palembang City. A sample of 100 respondents was selected purposively to achieve appropriate representation. The research results show that Sales Promotion has no significant effect on Impulse Buying, while Shopping Lifestyle has a positive effect on the impulsive shopping behavior of Mr DIY consumers in Palembang City. In this research it can be concluded that consumer shopping lifestyles influence impulsive shopping tendencies more than sales promotions. The implications of these findings can help design more effective marketing strategies. This research contributes to the understanding of consumer behavior and retail marketing strategies. Knowing that lifestyle shopping has a stronger influence can help stores like Mr DIY to devise promotional and sales strategies that better suit consumer preferences, enrich the literature on impulse shopping, and provide guidance for further research.
The Influence of E-Wom and Digital Marketing on Purchasing Decisions at Shopee Marketplace in Palembang City Changreani, Evelyn; Manalu, Anggriani Boru; Purb, Rizki Fatricia; Putri, Destriana
Journal of Business Economics and Agribusiness Vol. 1 No. 2 (2024): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbea.v1i2.79

Abstract

The purpose of this study was to analyze the influence of Electronic Word of Mouth (E-WOM) and Digital Marketing on purchase decisions made by consumers on the Shopee marketplace, especially in Palembang City. The use of E-WOM and Digital Marketing has increased significantly with the development of social media and e-commerce. The research method used was a causality approach with quantitative data collected from 100 Shopee application users in Palembang City through an online questionnaire. The research results showed that E-WOM and Digital Marketing significantly influenced the purchasing decisions made on the Shopee marketplace. Every improvement in online reviews (E-WOM) regarding Shopee led to an increase in purchase decisions. Additionally, an effective Digital Marketing strategy also contributed positively to consumer purchase decisions. The use of technology and online media, particularly related to the Shopee marketplace, was recognized as an important factor in consumer behavior. This study helps to understand the importance of E-WOM and Digital Marketing in online marketing, with a focus on consumers in the city of Palembang. The practical implications of this study are that companies can improve their digital marketing strategies and manage online reviews effectively to positively influence consumer purchase decisions.
Co-Authors Manalu, Anggriani Boru Manalu, Anggriani Br Purb, Rizki Fatricia Putri, Destriana