Pengaruh Sales Promotion Terhadap Impulse Buying Melalui Attitude

Aini, Aish Nian Farah
Yuana, Pusvita

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 4 (2023)

The objective of this research is to assess the relationship between sales promotion, attitude, and impulse buying in Grab Food service. In conducting sales promotions, companies need to identify the effectiveness of their strategy in marketing. In this research, Stimulus-Organism-Response (SOR) model was used to explain the relationship between the variables. The elements of the sales promotion to be assessed are flash sale, bundling, and shipping discount. The data was acquired from 216 users of Grab Food in Surabaya and Malang City and was analyzed using SEM-PLS. this study finds that those elements of sales promotion, i.e., flash sales, bundling, and shipping discount, positively and significantly affect impulse buying and that attitude mediates the effect of the sales promotion on impulse buying. These findings can be used by companies to consider the improvement and optimization of their sales promotion due to the positive impact of marketing stimuli and users’ tendency to make impulsive buying.   Abstrak Penelitian ini bertujuan untuk menguji hubungan antara sales promotion, attitude, dan impulse buying pada layanan Grab Food. Dalam mengadakan sales promotion, perusahaan perlu mengidentifikasi efektivitas strategi yang diterapkan dalam praktik-praktik pemasaran mereka. Model Stimulus-Organism-Response (SOR) digunakan untuk menjelaskan hubungan antarvariabel dalam penelitian ini. Elemen dari sales promotion yang diuji meliputi flash sale, bundling, dan diskon ongkir. Data dikumpulkan dari 216 pengguna aplikasi Grab Food di Kota Surabaya dan Kota Malang dan dianalisis dengan teknik SEM-PLS. Hasil penelitian menunjukkan bahwa elemen dari sales promotion yaitu flash sale, bundling, dan diskon ongkir berpengaruh secara positif dan signifikan terhadap impulse buying. Demikian pula attitude diketahui memediasi hubungan antara sales promotion dan impulse buying. Hasil penelitian ini dapat digunakan sebagai masukan bagi perusahaan untuk meningkatkan dan mengoptimalkan sales promotion, mengingat terdapat pengaruh positif antara marketing stimuli dan kecenderungan pembelian impulsif pengguna.