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All Journal Communicatus: Jurnal Ilmu Komunikasi Aptisi Transactions on Technopreneurship (ATT)
Baxtishodovich, Sobirov Bobur
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Impact of Shopee Promotions on Spontaneous Buying in Pematangsiantar Julyanthry, Julyanthry; Suryati, Lili; Mamadiyarov, Zokir; Silalahi, Marto; Judijanto, Loso; Simanjuntak, Markus Doddy; Baxtishodovich, Sobirov Bobur
Aptisi Transactions On Technopreneurship (ATT) Vol 7 No 3 (2025): November
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v7i3.619

Abstract

This study aims to determine the impulse buying behavior influenced by the Shopee marketplace sales promotion in the Sibatu-batu Block 9 community, Sitalasari, Pematangsiantar city. This study uses a library research design and field research. The sample of this study was 38 people. The types of data used in this study are qualitative and quantitative data, while the data sources consist of primary data and secondary data. Data collection was carried out through interviews, questionnaires, and documentation. The analysis techniques used include normality tests, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study show that sales promotion is good and impulse buying is high, and there is a strong and positive relationship between the two variables. The findings also indicate that variations in impulse buying can be explained by sales promotion, and the hypothesis test confirms that H0 is rejected, meaning that sales promotion significantly affects impulse buying on the Shopee marketplace. Based on these findings, the study suggests that Shopee should consider re-adjusting the minimum purchase requirements to obtain shipping discounts, especially for areas outside Sumatra, in order to improve the effectiveness of sales promotion. Furthermore, to increase impulse buying, Shopee is advised to add time and quantity limits combined with tiered discounts.
Exposure to Information Through E-Commerce Media and Its Influence on Product Purchasing Decisions Arifin, Mochammad; Abadi, Totok Wahyu; Khakima, Yasnaul; Baxtishodovich, Sobirov Bobur; Anantanathorn , Anurat
Communicatus: Jurnal Ilmu komunikasi Vol. 9 No. 2 (2025): Communicatus: Jurnal Ilmu Komunikasi
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/cjik.v9i2.50008

Abstract

Research purposes this is analyze and explain influence quality online transactions, trust, consumer behavior, information exposure, and e-commerce media to product purchase decision community in East Java. Research methods use approach quantitative with technique analysis path analysis of 205 respondents e-commerce platform users as sample. Research results show that influencing factors​ to product purchase decisions are e-commerce media (p = 0.001), information exposure (p = 0.009), and consumer behavior (p = 0.011). Temporary that, variable trust no influential direct to decision purchase (p = 0.785). Findings this show that experience users through e-commerce media, access digital information, and behavior consumer become factor main in the process of taking decision purchas.  Novelty study this lies in the findings that quality online transactions do not influential direct significant to decision purchase product and that risk online transactions instead own influence more big to interest buy, which emphasizes importance management risk in e-commerce practices. In addition, trust consumer play a role in a way no direct through complex and layered cognitive processes.​ Integration between​ behavior consumers and exposure information mediated by e-commerce media expands understanding about mechanism taking decision consumer through interaction various factor psychosocial and digital information . Implications strategic from study this recommend e-commerce companies for optimizing digital platforms, improving exposure information through communication interactive, and understanding behavior consumer data -based to improve effectiveness of communication strategies marketing in the digital economy era.
Co-Authors Anantanathorn , Anurat Judijanto, Loso Julyanthry, Julyanthry Khakima, Yasnaul Lili Suryati Mamadiyarov, Zokir Marto Silalahi Mochammad Arifin SIMANJUNTAK, MARKUS DODDY Totok Wahyu Abadi