Pengaruh Diskon Terhadap Pembelian Impulsif Pengguna Shopee pada Mahasiswa Universitas Buana Perjuangan Karawang

Authors

  • Putri Anastasya Herdianti Zaeni Universitas Buana Perjuangan Karawang image/svg+xml
  • Puji Isyanto Universitas Buana Perjuangan Karawang image/svg+xml

DOI:

https://doi.org/10.35870/ljit.v2i2b.2852

Keywords:

Discounts, Impulse Buys, Shopee Users

Abstract

This research aims to analyze the effect of discounts on impulse purchases among Shopee users among students at Buana Perjuangan University, Karawang. The phenomenon of impulse buying is becoming increasingly common with the increasing use of e-commerce platforms, where discounts are often used as a marketing strategy to attract consumers. The research method used is quantitative with data collection techniques through questionnaires distributed to 200 students who actively use the Shopee application. The results of data analysis show that discounts have a significant influence on impulse buying behavior. College students tend to make more unplanned purchases when they find attractive discount offers. These findings indicate that discounts are an important factor in encouraging impulse purchases, which Shopee can exploit to increase sales. In addition, this research provides insight for e-commerce business players regarding the importance of discount strategies in attracting the student market segment.

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Author Biographies

  • Putri Anastasya Herdianti Zaeni, Universitas Buana Perjuangan Karawang

    Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia

  • Puji Isyanto, Universitas Buana Perjuangan Karawang

    Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia

References

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Rahima, P., & Cahyadi, I. (2022). Pengaruh Fitur Shopee Paylater terhadap Perilaku Konsumtif Mahasiswa Universitas Mataram. Target : Jurnal Manajemen Bisnis, 4(1), 39–50. https://doi.org/10.30812/target.v4i1.2016

Rahmawati, I., Sa’adah, L., & Amalia, N. (2020). Faktor Diskon, Bonus Pack dan In Store Display serta Pengaruhnya terhadap Pembelan Impulsif (Dr. Zulfikar, Ed.). LPPM Universitas KH. A. Wahab Hasbullah.

Ubaedilah, N., Puji Isyanto, & Asep Darojatul Romli. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Impulsif Pada Pengguna Tiktok Shop. Journal of Trends Economics and Accounting Research, 4(1), 46–56. https://doi.org/10.47065/jtear.v4i1.875

Wibowo, G. R., & Devilia, S. S. T. M. (n.d.). The Effect of Price Discounts on Impulsive Online Purchases by Shopee Application Users.

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Published

2024-07-08

Issue

Vol. 2 No. 2b (2024): Special Edition Juli

Section

Articles

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Copyright (c) 2024 Putri Anastasya Herdianti Zaeni, Puji Isyanto

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How to Cite

Herdianti Zaeni, P. A., & Isyanto, P. (2024). Pengaruh Diskon Terhadap Pembelian Impulsif Pengguna Shopee pada Mahasiswa Universitas Buana Perjuangan Karawang. LANCAH: Jurnal Inovasi Dan Tren, 2(2b), 733~740. https://doi.org/10.35870/ljit.v2i2b.2852

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