Pengaruh Influencer, Flash sale Dan Harbolnas Terhadap Impulsive Buying
Abstract
The research was conducted to determine the Infuence of Influencer, flash sale and harbolnas on Impulsive buying. The type of research used quantitave. The population in this study were active students of the 2020 Faculty of Economics and Business, Panca Marga University, Probolinggo.The sample is used by incidental sampling which amounts 40 responden with determinantion of each variable multiplied by 10. The data needed in the form of primer in the form questionnares. The data was analyzed using statistics in the form validity, reliability, classic assumption test, multiple regression analysis, and hypothesis testing and in its processing using Statistical Packages for Social Science (SPSS). Data analysis methods include validity test, reliability test, multicollinearity test, autocorrelation test, heteroscedasticity test, normality test, multiple liear regression analysis, det erminant analysis (R2), t test (partial). Based on the results of the partial test hypothesis test (t test) that has been carried out with a significance level of 5% it can be concluded that 1) Influencer with a tcount value of 4.913 is greater than ttable 2.028. 2) flash sale with a tcount value are 2.130 greater than ttable 2.028. 3) harbolnas with tcount value is 0.935 smaller than ttable 2.028.
References
Adhitya, W. R. (2019). Fenomena Harbolnas (Hari Belanja Online Nasional) Melalui Harga, Produk, Kemudahan dan Keamanan Bertransaksi Terhadap Keputusan Pembelian Konsumen Secara Online dengan Kepercayaan Sebagai Variabel Moderating di Komplek Johor Indah Permai II Medan. JMB: Jurnal Manajemen Dan Bisnis, 2(`1), 1–11.
Alifa, R. N., & Saputri, M. E. (2022). Pengaruh Influencer Marketing Dan Strategi Omni-Channel Terhadap Purchase Intention Konsumen Pada Sociolla. Jurnal Ekonomi Dan Perbankan, 7(1), 64–74. http://e-journal.stie-aub.ac.id/index.php/probank
Amanah, D., & Pelawi, S. P. (2015). Pengaruh Promosi Penjualan (Sales Promotion) Dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulse Buying Produk Matahari Plaza Medan Fair. Negotium: Jurnal Ilmu Administrasi Bisnis, 3(1), 18. https://doi.org/10.29103/njiab.v5i1.7375
Arifianti, R., & Gunawan, W. (2021). Perilaku Impulse Buying Di Masa Pandemi. Sosioglobal : Jurnal Pemikiran Dan Penelitian Sosiologi, 5(1), 43. https://doi.org/10.24198/jsg.v5i1.30759
Darwipat, D., Syam, A., & Marhawati, M. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal of Economic Education and Entrepreneurship Studies, 1(2), 58. https://doi.org/10.26858/je3s.v1i2.18635
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Eksekutif, 15(1), 133–146.
Haryani, D. S. (2019). Pengaruh Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Perumahan Griya Puspandari Asri Tanjungpinang. Jurnal Dimensi, 8(1), 54–70. https://doi.org/10.33373/dms.v8i1.1827
Kertiana, I. K. D., & Artini, I. G. A. K. S. (2019). Pengaruh Visual Merchandising, Atmosfer Toko, Dan Display Produk Terhadap Impulse Buying Pelanggan Ramayana Denpasar. E-Jurnal Manajemen Universitas Udayana, 8(11), 6533. https://doi.org/10.24843/ejmunud.2019.v08.i11.p08
Maemunah, N., & Pardistya, I. Y. (2021). Pengaruh Iklan Harbolnas Dan Brand Equity Terhadap Minat Pembelian Pada Shopee. Makro : Jurnal Manajemen Dan Kewirausahaan, 6(2), 132. https://doi.org/10.53712/jmm.v6i2.1058
Nurohman, F., & Riptiono, S. (2021). Pengaruh Social Media Influencer Terhadap Brand Imagedan Attitudeyang Berdampak pada Purchase Intention Skin Mobile Legends Melalui Review di Youtube. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 3(6), 1080–1092.
Saputri, R., Ramdan, A. M., & Norisanti, N. (2020). Peran Flash sale dalam memediasi hubungan sales promotion terhadap keputusan belanja online. 2(6), 14. https://all3dp.com/2/fused-deposition-modeling-fdm-3d-printing-simply-explained/
Souisa, W. (2022). Pengaruh Flash Sale dan Citra Merek terhadap Pembelian Impulsif Pada Marketplace Lazada. Jurnal Mirai Management, 7(2), 508–514. https://doi.org/10.37531/mirai.v7i2.2674
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R & D (Alfabeta (ed.)). Alfabeta, Bandung.
Sujarweni, V. W. (2022). Metodologi Penelitian Bisnis & Ekonomi. PUSTAKABARUPRESS.
Umroh, N. U., Made, I., Dwiarta, B., & Purnaningrum, E. (2022). Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee Terhadap Impulse Buying Pada Masyarakat Desa Mulung Kecamatan Driyorejo Kabupaten Gresik. Journal of Sustainability Business Research, 3(2), 2746–8607.
Yuniarti, Y., Tan, M. I., Siregar, A. P., & Amri, A. I. S. (2021). Faktor Yang Mempengaruhi Impulse Buying Konsumen Saat Moment Hari Belanja Online Nasional (Harbolnas). Jurnal Manajemen Terapan Dan Keuangan, 10(01), 153–159. https://doi.org/10.22437/jmk.v10i01.12711
Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery.” Jurnal Manajemen Dan Bisnis Indonesia, 4(1), 63–70. https://doi.org/10.32528/jmbi.v4i1.1716
