Published: 2024-07-08
Pengaruh Diskon Terhadap Pembelian Impulsif Pengguna Shopee pada Mahasiswa Universitas Buana Perjuangan Karawang
DOI: 10.35870/ljit.v2i2b.2852
Downloads
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.
Keywords
Article Information
This article has been peer-reviewed and published in the LANCAH: Jurnal Inovasi dan Tren. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 2 No. 2b (2024)
-
Section: Articles
-
Published: %750 %e, %2024
-
License: CC BY 4.0
-
Copyright: © 2024 Authors
-
DOI: 10.35870/ljit.v2i2b.2852
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Putri Anastasya Herdianti Zaeni
Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia
Puji Isyanto
Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia
-
Ahdiat, A. (2023, October 11). Jumlah Kunjungan ke 5 Situs E-Commerce Terbesar di Indonesia (Januari-September 2023). Databoks.
-
Azizi, F., Studi Manajemen, P., & Ekonomi dan Bisnis, F. (2021). Pengaruh Kualitas Produk, Diskon dan Tagline “Gratis Ongkir” terhadap Keputusan Pembelian Pada Market Place Shopee (Studi Kasus Pada Mahasiswa FEB, Universitas Muhammadiyah Metro). In Jurnal Manajemen DIVERSIFIKASI (Vol. 1, Issue 2).
-
Effendi, S., Faruqi, F., Mustika, M., Salim, R., Tinggi, S., Ekonomi, I., Jakarta, I., Kayu, J., Raya, J., 11a, N., & Timur, J. (2020). Electronic Word Of Mouth Dan Hedonic Shopping Mot. In Jurnal Akuntansi dan Manajemen (Vol. 17, Issue 02). www.databoks.katadata.co.id
-
Noviolita, M. C., Isyanto, P., Romli, A. D., Kunci, K., Konsumen, P., & Pengaruh, F. (n.d.). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN IMPULSIF KONSUMEN TOKOPEDIA MENGGUNAKAN ANALISIS DISKRIMINAN (Studi Konsumen Generasi Y dan Z Pada Masa Pandemi COVID-19). https://doi.org/https://doi.org/10.36805/manajemen.v6i1.1187
-
Rahanatha, G. B., Yasa, N. N. K., Giantari, I. G. A. K., & Ekawati, N. W. (2023). PERILAKU PEMBELIAN IMPULSIF DALAM PELAKSANAAN YADNYA (S. Winarsih, Ed.). Media Pustaka Indo.
-
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.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.