Pengaruh Promosi Flash Sale dan Website Quality terhadap Impulse Buying pada Marketplace Shopee : Studi pada Mahasiswa Pengguna Shopee di Bandar Lampung

https://doi.org/10.35912/jbpd.v2i1.1960
Published: Jul 6, 2022

Abstract:

Purpose: This research was conducted with the aim of finding out the effect of flash sale promotions and website quality on the impulse buying of students using Shopee in Bandar Lampung.

Research Methodology: The approach used is quantitative with explanatory research techniques. The type of data is primary data derived from questionnaires distributed via Google form to 385 respondents. In this study, sampling using purposive sampling technique. Variable measurement uses a Likert scale and is tested using SmartPLS v.3 with SEM (Structural Equation Model) as the analysis method.

Results: This study resulted that partially flash sale promotion had a positive and significant effect of 65.8% on the impulse buying variable, and the website quality variable had a positive and significant effect of 19.1% on the impulse buying variable. Meanwhile, based on the test results together or simultaneously, it results that the flash sale promotion and website quality variables have a positive and significant effect of 66.4% on impulse buying.

Limitations: In this study, there were only two endogenous variables, namely flash sales and website quality, and they only existed in the city of Bandar Lampung.

Contribution: The results of this study reinforce previous research, where there is a positive effect between flash sales and website quality on impulsive purchases. so that it is expected to increase sales.

Keywords:
1. Flash Sale Promotion
2. Website Quality
3. Impulse Buying
Authors:
1 . Tia Viany Juwita
2 . Hartono Hartono
3 . Ghia Subagja
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How to Cite
Juwita, T. V. ., Hartono, H., & Subagja, G. . (2022). Pengaruh Promosi Flash Sale dan Website Quality terhadap Impulse Buying pada Marketplace Shopee : Studi pada Mahasiswa Pengguna Shopee di Bandar Lampung . Jurnal Bisnis Dan Pemasaran Digital, 2(1), 1–12. https://doi.org/10.35912/jbpd.v2i1.1960
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Vol. 2 No. 1 (2022): Juli
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References

    Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics. 30(1). 235–256.

    Ahdiat, Adi. (2022). E-Commerce Terpopuler di Kalangan Anak Muda, Siapa Juaranya?. [Online]. Tersedia : https://databoks.katadata.co.id/datapublish/

    /06/28/e-commerce-terpopuler-di-kalangan-anak-muda-siapa juaranya [26 Februari 2023]

    Annur, Cindy Mutia. (2022). Jumlah Pengguna Internet di Indonesia (2018-2022). [Online]. Tersedia: https://databoks.katadata.co.id/datapublish/2022/03/ 23/ada-2047-juta-pengguna-internet-di-indonesia-awal-2022. [2 November 2022]

    Annur, Cindy Mutia. (2022). Situs E-Commerce dengan Kunjungan Terbanyak di Indonesia (Agustus 2022). [Online]. Tersedia : https://databoks.katadata. co.id/datapublish/2022/09/20/ini-situs-e-commerce-dengan-pengunjung-terbanyak-per-agustus-2022#. [26 Februari 2023]

    Dewi, Aina Kemala., & Rachmawati, Indira. (2020). Pengaruh Website Quality Terhadap Impulse Buying Dengan Dimensi Shopping Value Sebagai Variabel Mediasi (Studi Pada Konsumen E-commerce Shopee). Jurnal Mitra Manajemen (JMM Online). 4(9). 1276-1286

    Dsilva, H., & N, E. (2021). Impulsive buying during Flash Sales on ECommerce sites and the Ramification of Flash Sales on Shopping. Ushus Journal of Business Management. 20(4). 27–43.

    Ependi, H., & Pahlevi, R. W. (2021). Keputusan Pembelian Mahasiswa Pada Produk Online Shop Shopee Dan Faktor Penentunya. Journal Competency of Business. 5(1). 118–134.

    Fauziah, D., N., & Wulandari, D., A., N. (2018). Pengukuran Kualitas Layanan Bukalapak.Com Terhadap Kepuasan Konsumen dengan Metode Webqual 4.0. Jurnal Ilmu Pengetahuan dan Teknologi Komputer. 3(2). 173-179.

    Hansmi, H., Attiq, S., & Rasheed, F. (2019). Factors Affecting Online Impulse Buying Behavior: A Stimulus Organism Response Model Approach. Journal of Management Sciences. 14(1). 19-39.

    Hafiza Tri, M., Veny, P., & Puspa, R. (2021). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu. Jurnal Bisnis dan Pemasaran Digital, 1(1), 33-41. doi:10.35912/jbpd.v1i1.450

    Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z. Jurnal Bisnis dan Pemasaran Digital, 1(1), 1-11. doi:10.35912/jbpd.v1i1.453

    Herlina, H., Loisa, J., & Mulyana, T. M. S. (2021). Dampak Flash Sale Countdown Timer Di Marketplace Online Pada Keputusan Pembelian Dengan Minat Beli Sebagai Intervening. Digismantech (Jurnal Program Studi Bisnis Digital). 1(1). 11–17.

    Khomsin, M. A., Edris, M., & Utomo, J. (2023). Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian. Jurnal Bisnis dan Pemasaran Digital, 1(2), 107-124. doi:10.35912/jbpd.v1i2.1941

    Lestari, S. (2023). Nilai Pelanggan di Cek Toko Sebelah App. Jurnal Bisnis dan Pemasaran Digital, 1(2), 77-87. doi:10.35912/jbpd.v1i2.1683

    Luo, H., Chen, J., Li, S., & Nie, Y. (2021). Pengecualian Sosial dan Pembelian Impulsif di antara Perguruan Tinggi Cina Siswa?: Peran Mediasi Harga Diri dan Peran Moderasi Preferensi Risiko.

    Muktafin, E. H., Kusrini, K., & Luthfi, E. T. (2020). Analisis Sentimen pada Ulasan Pembelian Produk di Marketplace Shopee Menggunakan Pendekatan Natural Language Processing. Jurnal Eksplora Informatika. 10(1). 32–42.

    Nastiti, R., & Nugroho, E. S. (2020). The Effect Of Flash Sale And Discount Towards Impulsive Buying (Study On Shopee Users). Jurnal Akuntansi, Manajemen Dan Ekonomi. 22(4). 1–8.

    Prasetio, A., & Muchnita, A. (2022). The Role Website Quality , Credit Card , Sales Promotion On Online Impulse Buying Behavior. 16(03. 424–448.

    Prasetyo, A., & Andriyanto, A, T. (2022). THE EFFECT OF CELEBRITY ENDORSMENT TOWARDS PURCHASING INTENTION THROUGH BRAND PERCEPTION AS INTERVENING VARIABLE ON SHOPEE CONSUMERS DURING THE COVID-19 PANDEMIC. International Journal of Economics, Business and Accounting Research (IJEBAR). 6(1). 315-323.

    Rahmaini, S. N. (2018). Analisis Kualitas Website Akademik Dengan Menggunakan Metode Webqual 4.0 dan Importance-Performance Analysis (IPA). Jakarta : Fakultas Sains dan Teknologi UIN Syarif Hidayatullah.

    Sarah, Eva Margareth., & Sitanggang, Kiki Mailastri. (2022). Pengaruh Flash Sale Promotion dan Discount Terhadap Online Impulsive Buying di Universitas Sari Mutiara Indonesia. JBBE (Journal Business Economics and Entrepreneurship. 4(1)

    Sari, K., & Laksmidewi, D. (2021). Factors Affecting Impulsive Buying in Mobile Commerce With Stimulus-Organism-Response (S-O-R) Perspective. Juournal of Business Studies and Management Review. 5(1). 40-48.

    Sasana Digital. (2022). 15 Marketplace Online Terbesar di Indonesia (Update 2022). [Online]. Tersedia : https://sasanadigital.com/pilih-marketplace-atau-toko-online-sendiri-pahami-dulu-perbedaannya/. [26 Februari 2023]

    Satria, Aan., & Trinanda, Okki. (2019). Pengaruh Promosi dan Website Quality Terhadap Impulse Buying Pada E-commerce Lazada di Kota Padang. Jurnal EcoGen. 2(3). 463-471

    Setiawan, Anastacia Jinny., & Sahetapy, Wilma Laura. (2022). Pengaruh Hedonic Consumption Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Sale Sociolla. Jurnal AGORA. 10(1)

    Syauqi, Ahmad., Lubis, F.A., & Atika. (2022). Pengaruh Cashback, Flash Sale, Tagline "Gratis Ongkir" Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee. Jurnal Manajemen Akuntansi. 2(4). 734-749.

    Syifa, F, N., (2021). IMPULSIVE BUYING PADA MAHASISWA PENGGUNA INSTAGRAM. Academic Journal of Psychology and Counseling. 2(1). 25-44.

    Vannisa, D., Fansuri, A. & Irdan Muchlis Ambon. (2020). The effect of flash sale program on shopping enjoyment and impulse buying on flash sale on C2C E- commerce. International Journal of Scientific and Technology Research. 9(4). 2534-39.

    Wangi, Laura Pandan., & Andarini. (2021) Pengaruh Flash sale dan Cashback Terhadap Perilaku Impulse Buying Pada Pengguna Shopee. Jurnal Bisnis dan Kajian Strategi Manajemen. 5(1). 79-91

    Wijoyo, Fenny., & Santoso Thomas. (2022). Pengaruh Website Quality, Electronic Word Of Mouth, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada E-Commerce Tokopedia. Agrora. 10(1). 1-6

    Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship. 6(1). 74–85.

    Yahmini, E. (2020). Kecenderungan Impulse Buying Pada Mahasiswa Ditinjau Dari Latar Belakang Keluarga. Exero:Journal of Research in Business and Economics. 2(1). 41–56.

    Yustanti, Nirta Vera., Ariska, Yesi Indian., & Ervina, Rahayu. (2022). Dampak Tagline "Gratis Ongkos Kirim" dan Program Flash Sale Pada Marketplace Shopee Untuk Mendorong Impulsive Buying Secara Online. Jurnal Ilmiah Ekonomi Bisnis. 10(14). 109-120.

  1. Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics. 30(1). 235–256.
  2. Ahdiat, Adi. (2022). E-Commerce Terpopuler di Kalangan Anak Muda, Siapa Juaranya?. [Online]. Tersedia : https://databoks.katadata.co.id/datapublish/
  3. 2022/06/28/e-commerce-terpopuler-di-kalangan-anak-muda-siapa juaranya [26 Februari 2023]
  4. Annur, Cindy Mutia. (2022). Jumlah Pengguna Internet di Indonesia (2018-2022). [Online]. Tersedia: https://databoks.katadata.co.id/datapublish/2022/03/ 23/ada-2047-juta-pengguna-internet-di-indonesia-awal-2022. [2 November 2022]
  5. Annur, Cindy Mutia. (2022). Situs E-Commerce dengan Kunjungan Terbanyak di Indonesia (Agustus 2022). [Online]. Tersedia : https://databoks.katadata. co.id/datapublish/2022/09/20/ini-situs-e-commerce-dengan-pengunjung-terbanyak-per-agustus-2022#. [26 Februari 2023]
  6. Dewi, Aina Kemala., & Rachmawati, Indira. (2020). Pengaruh Website Quality Terhadap Impulse Buying Dengan Dimensi Shopping Value Sebagai Variabel Mediasi (Studi Pada Konsumen E-commerce Shopee). Jurnal Mitra Manajemen (JMM Online). 4(9). 1276-1286
  7. Dsilva, H., & N, E. (2021). Impulsive buying during Flash Sales on ECommerce sites and the Ramification of Flash Sales on Shopping. Ushus Journal of Business Management. 20(4). 27–43.
  8. Ependi, H., & Pahlevi, R. W. (2021). Keputusan Pembelian Mahasiswa Pada Produk Online Shop Shopee Dan Faktor Penentunya. Journal Competency of Business. 5(1). 118–134.
  9. Fauziah, D., N., & Wulandari, D., A., N. (2018). Pengukuran Kualitas Layanan Bukalapak.Com Terhadap Kepuasan Konsumen dengan Metode Webqual 4.0. Jurnal Ilmu Pengetahuan dan Teknologi Komputer. 3(2). 173-179.
  10. Hansmi, H., Attiq, S., & Rasheed, F. (2019). Factors Affecting Online Impulse Buying Behavior: A Stimulus Organism Response Model Approach. Journal of Management Sciences. 14(1). 19-39.
  11. Hafiza Tri, M., Veny, P., & Puspa, R. (2021). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu. Jurnal Bisnis dan Pemasaran Digital, 1(1), 33-41. doi:10.35912/jbpd.v1i1.450
  12. Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z. Jurnal Bisnis dan Pemasaran Digital, 1(1), 1-11. doi:10.35912/jbpd.v1i1.453
  13. Herlina, H., Loisa, J., & Mulyana, T. M. S. (2021). Dampak Flash Sale Countdown Timer Di Marketplace Online Pada Keputusan Pembelian Dengan Minat Beli Sebagai Intervening. Digismantech (Jurnal Program Studi Bisnis Digital). 1(1). 11–17.
  14. Khomsin, M. A., Edris, M., & Utomo, J. (2023). Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian. Jurnal Bisnis dan Pemasaran Digital, 1(2), 107-124. doi:10.35912/jbpd.v1i2.1941
  15. Lestari, S. (2023). Nilai Pelanggan di Cek Toko Sebelah App. Jurnal Bisnis dan Pemasaran Digital, 1(2), 77-87. doi:10.35912/jbpd.v1i2.1683
  16. Luo, H., Chen, J., Li, S., & Nie, Y. (2021). Pengecualian Sosial dan Pembelian Impulsif di antara Perguruan Tinggi Cina Siswa?: Peran Mediasi Harga Diri dan Peran Moderasi Preferensi Risiko.
  17. Muktafin, E. H., Kusrini, K., & Luthfi, E. T. (2020). Analisis Sentimen pada Ulasan Pembelian Produk di Marketplace Shopee Menggunakan Pendekatan Natural Language Processing. Jurnal Eksplora Informatika. 10(1). 32–42.
  18. Nastiti, R., & Nugroho, E. S. (2020). The Effect Of Flash Sale And Discount Towards Impulsive Buying (Study On Shopee Users). Jurnal Akuntansi, Manajemen Dan Ekonomi. 22(4). 1–8.
  19. Prasetio, A., & Muchnita, A. (2022). The Role Website Quality , Credit Card , Sales Promotion On Online Impulse Buying Behavior. 16(03. 424–448.
  20. Prasetyo, A., & Andriyanto, A, T. (2022). THE EFFECT OF CELEBRITY ENDORSMENT TOWARDS PURCHASING INTENTION THROUGH BRAND PERCEPTION AS INTERVENING VARIABLE ON SHOPEE CONSUMERS DURING THE COVID-19 PANDEMIC. International Journal of Economics, Business and Accounting Research (IJEBAR). 6(1). 315-323.
  21. Rahmaini, S. N. (2018). Analisis Kualitas Website Akademik Dengan Menggunakan Metode Webqual 4.0 dan Importance-Performance Analysis (IPA). Jakarta : Fakultas Sains dan Teknologi UIN Syarif Hidayatullah.
  22. Sarah, Eva Margareth., & Sitanggang, Kiki Mailastri. (2022). Pengaruh Flash Sale Promotion dan Discount Terhadap Online Impulsive Buying di Universitas Sari Mutiara Indonesia. JBBE (Journal Business Economics and Entrepreneurship. 4(1)
  23. Sari, K., & Laksmidewi, D. (2021). Factors Affecting Impulsive Buying in Mobile Commerce With Stimulus-Organism-Response (S-O-R) Perspective. Juournal of Business Studies and Management Review. 5(1). 40-48.
  24. Sasana Digital. (2022). 15 Marketplace Online Terbesar di Indonesia (Update 2022). [Online]. Tersedia : https://sasanadigital.com/pilih-marketplace-atau-toko-online-sendiri-pahami-dulu-perbedaannya/. [26 Februari 2023]
  25. Satria, Aan., & Trinanda, Okki. (2019). Pengaruh Promosi dan Website Quality Terhadap Impulse Buying Pada E-commerce Lazada di Kota Padang. Jurnal EcoGen. 2(3). 463-471
  26. Setiawan, Anastacia Jinny., & Sahetapy, Wilma Laura. (2022). Pengaruh Hedonic Consumption Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Sale Sociolla. Jurnal AGORA. 10(1)
  27. Syauqi, Ahmad., Lubis, F.A., & Atika. (2022). Pengaruh Cashback, Flash Sale, Tagline "Gratis Ongkir" Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee. Jurnal Manajemen Akuntansi. 2(4). 734-749.
  28. Syifa, F, N., (2021). IMPULSIVE BUYING PADA MAHASISWA PENGGUNA INSTAGRAM. Academic Journal of Psychology and Counseling. 2(1). 25-44.
  29. Vannisa, D., Fansuri, A. & Irdan Muchlis Ambon. (2020). The effect of flash sale program on shopping enjoyment and impulse buying on flash sale on C2C E- commerce. International Journal of Scientific and Technology Research. 9(4). 2534-39.
  30. Wangi, Laura Pandan., & Andarini. (2021) Pengaruh Flash sale dan Cashback Terhadap Perilaku Impulse Buying Pada Pengguna Shopee. Jurnal Bisnis dan Kajian Strategi Manajemen. 5(1). 79-91
  31. Wijoyo, Fenny., & Santoso Thomas. (2022). Pengaruh Website Quality, Electronic Word Of Mouth, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada E-Commerce Tokopedia. Agrora. 10(1). 1-6
  32. Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship. 6(1). 74–85.
  33. Yahmini, E. (2020). Kecenderungan Impulse Buying Pada Mahasiswa Ditinjau Dari Latar Belakang Keluarga. Exero:Journal of Research in Business and Economics. 2(1). 41–56.
  34. Yustanti, Nirta Vera., Ariska, Yesi Indian., & Ervina, Rahayu. (2022). Dampak Tagline "Gratis Ongkos Kirim" dan Program Flash Sale Pada Marketplace Shopee Untuk Mendorong Impulsive Buying Secara Online. Jurnal Ilmiah Ekonomi Bisnis. 10(14). 109-120.