Studi Tentang Pengaruh Daya Tarik Promosi, Media Digital dan Kelompok Referensi Terhadap Pembelian Impulsif Pada Marketplace Tokopedia
Keywords:
promotion, digital media, reference groups, impulse buyingAbstract
The rapid growth of shopping that uses multiple channels during the buying process results in consumers being indirectly driven to impulsive behavior. Technological developments, especially digital media platforms, have changed the way consumers interact when shopping. Where digital media plays an important role for companies to visually display their products and attract consumers. This study aims to determine the effect of promotions, digital media, and reference groups on consumer impulse buying. This study uses a quantitative approach by distributing questionnaires through the Google form. Data was collected through a questionnaire which included statements about impulsive buying behavior, promotions, use of digital media, and the influence of reference groups. This study takes research subjects from users of the Tokopedia e-commerce platform who live in the city of Surabaya. A total of 120 respondents were selected as research samples by purposive sampling method. The results of this research show that promotions have a significant effect on consumer impulse purchases. Special offers, can encourage higher impulse shopping. In addition, digital media was also found to have an effect on impulse buying. Attractive advertisements can make consumers interested in making purchases without prior consideration. Furthermore, reference group influence also plays an important role in impulse buying and the effect is significant. When someone sees friends or family buying something interesting, they tend to be compelled to buy the item too without considering whether it is really needed.
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