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All Journal JER Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Darmawan, Reyhan
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Diskon dan Shopee Live terhadap Belanja Impulsif di Solo Putra, Laksmana Dirgantara Prayoga; Firmansyah, Rheza Aditya; Uddin, Ukkasyah Dhiyaa; Raisadewa, Diandra; Darmawan, Reyhan; Permata, Burhan; Valerin, Alvin
Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi Vol. 3 No. 3 (2025)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/determinasi.v3i3.499

Abstract

The phenomenon of impulsive buying has been on the rise during major promotional events such as 12.12, where e-commerce platforms compete to offer significant discounts and interactive shopping experiences to attract consumers. These events often leverage a combination of competitive pricing strategies and live streaming features like Shopee Live to drive spontaneous purchasing behavior. This study aims to analyze the influence of Price and Shopee Live on impulsive buying behavior among consumers in Solo. A quantitative method was employed, utilizing primary data collected through surveys of 60 respondents. The respondents were Solo residents aged over 18 who had used Shopee Live and had experience shopping via the feature. The data was analyzed using multiple linear regression, with classical assumption tests such as normality, multicollinearity, heteroscedasticity, and autocorrelation to ensure the validity of the results. The findings reveal that both Price and Shopee Live significantly influence impulsive buying behavior. The significance value for the Price variable was 0.020, while the Shopee Live variable showed a significance value of 0.000, indicating a more dominant influence of the live streaming feature. Price affects impulsive buying behavior through consumers' perception of product value, while Shopee Live, with its real-time interaction and exclusive promotions, creates urgency and strong emotional appeal, encouraging unplanned purchases. These findings underscore that a competitive pricing strategy, when combined with interactive features like Shopee Live, can effectively enhance product appeal and drive impulsive buying behavior during major events like 12.12. This study provides practical implications for e-commerce businesses to design integrated marketing campaigns by leveraging Shopee Live as a tool to enhance customer loyalty and encourage spontaneous purchases, particularly in the increasingly competitive digital shopping era. Keywords: price, Live Shopee, Compulsive Buying
Pengaruh Digital Marketing, Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Erigo Oleh Gen Z: Peran E-Wom Sebagai Variabel Mediasi Darmawan, Reyhan; Saputro, Edy Purwo
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2284

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, brand awareness, dan brand image terhadap keputusan pembelian produk Erigo pada Generasi Z dengan electronic word of mouth (E-WOM) sebagai variabel mediasi. Pendekatan yang digunakan adalah metode kuantitatif dengan pengumpulan data primer melalui kuesioner berskala Likert. Sampel penelitian terdiri dari 100 responden mahasiswa Generasi Z berusia 18–25 tahun yang dipilih sebagai representasi konsumen Erigo. Data yang diperoleh dianalisis menggunakan metode Partial Least Square (PLS) dengan bantuan aplikasi SmartPLS versi 4.0 untuk menguji pengaruh langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa digital marketing, brand awareness, dan brand image tidak berpengaruh signifikan secara langsung terhadap keputusan pembelian. Namun demikian, ketiga variabel tersebut terbukti berpengaruh positif dan signifikan terhadap E-WOM. Selanjutnya, E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian serta berperan sebagai variabel mediasi yang memperkuat hubungan antara variabel independen dan keputusan pembelian. Temuan ini mengindikasikan bahwa keputusan pembelian konsumen Generasi Z lebih dipengaruhi oleh komunikasi dan rekomendasi di media digital dibandingkan oleh strategi pemasaran dan persepsi merek secara langsung. Oleh karena itu, penguatan E-WOM menjadi faktor kunci dalam meningkatkan keputusan pembelian produk Erigo di kalangan Generasi Z.
Co-Authors Edy Purwo Saputro Firmansyah, Rheza Aditya Permata, Burhan Putra, Laksmana Dirgantara Prayoga Raisadewa, Diandra Uddin, Ukkasyah Dhiyaa Valerin, Alvin