THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE

Autori

  • Dhian Tyas Untari Bhayangkara Jakarta Raya University, Jakarta, Indonesia
  • Iin Widyastuty Faculty of Business and Economic, University of Bhayangkara, Jakarta University

DOI:

https://doi.org/10.26458/jedep.v10i4.710

Cuvinte cheie:

Implusive buying, promotion, life style, online shop

Rezumat

The purpose of this study was to explain the effect of promotion on impulsive buyers and to explain that people with high lifestyles often make impulse purchases. Sampling using incidental sampling technique, the number of respondents as many as 100 respondents. The data collection method used is the observation method and the questionnaire method. Analysis of the data used is multiple linear regression analysis with moderating variables using the SPSS program. The results of the study prove that promotion has a direct effect on impulse buying and it is not proven that people with a high life style are more likely to make impulsive purchases.

Biografie autor

Dhian Tyas Untari, Bhayangkara Jakarta Raya University, Jakarta, Indonesia

Marketing; Management

Referințe

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Dharmanto, A., Komariah, N.S., Handayani, M., Suminar, R., Untari, D.T. 2019. Analysis of tourism preferences in choosing online-base travel agents in Indonesia International Journal of Scientific and Technology Research, 2019, 8(12), pp. 3761–3763

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Purwa, E. M. R. G & Yasa, N. N. K. 2014. Strategi Store Environment Dan Time Pressure pada Pembelian Impulsif Melalui Emotional State. Jurnal Dinamika Manajemen. 5 (2)

Saladin, Djaslim dan Oesman, Yevis Marty. 2002. Perilaku Konsumen dan Pemasaran Strategik. Jakarta: Balai Pustaka

Susetyo, Budi. 2012. Statistika untuk Analisis Data Penelitian. Bandung: PT Cakra.

Sudarmanto, Gunawan. 2005. Analisis Regresi Linear Ganda dengan SPSS. Yogyakarta: Graha Ilmu.

Descărcări

Publicat

2021-12-30

Cum cităm

Untari, D. T., & Widyastuty, I. (2021). THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE. Journal of Economic Development, Environment and People, 10(4), 5–8. https://doi.org/10.26458/jedep.v10i4.710

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