Aini, Aish Nian Farah and Pusvita Yuana,, S.E., M.Sc. (2023) Pengaruh Promosi Flash Sale, Bundling, Dan Diskon Ongkir Terhadap Impulse Buying Dengan Attitude Sebagai Variabel Mediasi Studi Pada Pengguna Grab Food Di Kota Surabaya Dan Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Konsekuensi dari pergeseran kebiasaan masyarakat dan semakin tingginya minat dalam bertransaksi secara online, platform belanja online bersaing ketat dalam memasarkan layanan dan mempertahankan pangsa pasar mereka. Sales promotion bisa menjadi peluang untuk merangsang pembelian impulsif dalam pasar online termasuk dalam layanan online food delivery. Penelitian ini bertujuan untuk menguji hubungan antara sales promotion, attitude, dan impulse buying pada layanan Grab Food. Dalam mengadakan sales promotion, perusahaan perlu mengidentifikasi efektivitas strategi yang diterapkan dalam praktik-praktik pemasaran mereka. Model Stimulus-Organism-Response (SOR) digunakan untuk menjelaskan hubungan antarvariabel dalam penelitian ini. Elemen dari sales promotion yang diuji meliputi flash sale, bundling, dan diskon ongkir. Data dikumpulkan dari 216 pengguna aplikasi Grab Food di Kota Surabaya dan Kota Malang dan dianalisis dengan teknik SEM-PLS. Hasil penelitian menunjukkan bahwa elemen dari sales promotion yaitu flash sale, bundling, dan diskon ongkir berpengaruh secara positif dan signifikan terhadap impulse buying. Demikian pula attitude diketahui memediasi hubungan antara sales promotion dan impulse buying. Hasil penelitian ini dapat digunakan sebagai masukan bagi perusahaan untuk meningkatkan dan mengoptimalkan sales promotion, mengingat terdapat pengaruh positif antara marketing stimuli dan kecenderungan pembelian impulsif pengguna.
English Abstract
As a consequence of the shift in people's habits and the increasing interest in online transaction, online shopping platforms are competing fiercely in promoting their services and maintaining their market share. Sales promotion can be an opportunity to stimulate impulse buying in online marketplaces including in online food delivery services. This study aims to examine the relationship between sales promotions, attitudes towards sales promotions, and impulse buying on Grab Food services. Through sales promotions, companies need to identify effectiveness strategies that are implemented in their marketing practices. The Stimulus-Organism-Response (SOR) model used to explain the relationship between variables in this study. The elements of sales promotion include flash sales, bundling, and delivery fee discounts. Data was collected from 216 users of the Grab Food application in Surabaya City and Malang City and analyzed using the SEM-PLS. The results showed that the elements of sales promotion, namely flash sales, bundling, and postage discounts, had a positive and significant effect on impulse buying. Likewise, attitude is known to mediate the relationship between sales promotion and impulse buying. The results of this study can be used as input for companies to increase and optimize sales promotion, considering that there is a positive influence between marketing stimuli and the tendency of users to buy impulsively.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020533 |
| Uncontrolled Keywords: | Model SOR, sales promotion, flash sale, bundling, diskon ongkir, attitude, impulse buying. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 16 Jan 2024 02:50 |
| Last Modified: | 16 Jan 2024 02:50 |
| URI: | http://repository.ub.ac.id/id/eprint/206047 |
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