THE EFFECT OF AMBASSADOR BRAND AND HEDONIC SHOPPING ON IMPULSE BUYING OF SHOPEE PPLICATIONS IN HIGH SCHOOL OF ECONOMICS AND INTEGRATED

Muhammad Najih, Alfi Amaliya

Abstract


The development of new technology today has reached all circles of the general public and businesses in Indonesia where these developments affect the existing market conditions. Existing business actors must be ready to respond to any new technological developments where each development cannot be separated from the internet as a fulfillment of needs. The use of the internet in Indonesia as a digital marketing communication medium, namely buying and selling online or what we usually call e-commerce is growing rapidly until now, one of which is Shopee. Shopee is an e-commerce (online buying and selling) based on mobile applications, which is developing in Indonesia. The current development of the shopee application has resulted in impulse buying among the public, especially students. Factors that make someone impulse buying are brand ambassadors and hedonic shopping. The purpose of this study was to analyze the effect of brand ambassadors and hedonic shopping on impulse buying. This research was conducted at STEBIS AL-Ulum. This research is a quantitative research with the number of respondents is 70 students. The results of this study indicate that there is a positive and significant influence of brand ambassadors and hedonic shopping partially or simultaneously on impulse buying. Meanwhile, brand ambassadors and hedonic shopping can explain impulse buying by 75.2%, the remaining 24.8 is influenced by other factors.


Full Text:

PDF

References


Arohman, A. (2018). Pengaruh Digital Marketing Dan Brand Ambassador Terhadap Keputusan Impulse Buying Pada Produk Lady Fame Shop (Studi pada Mahasiswi Perguruan Tinggi Muhammadiyah Pringsewu) Tahun 2018. Jurnal Ilmiah Ekonomi Manajemen: Jurnal Ilmiah Multi Science, 9(02), 24-34.

Darma, L. A., & Japarianto, E. (2014). Analisa pengaruh hedonic shopping value terhadap impulse buying dengan shopping lifestyle dan positive emotion sebagai variabel intervening pada Mall Ciputra World Surabaya. Jurnal manajemen pemasaran, 8(2), 80-89.

Goutam, D. (2013). Influence of brand ambassadors on buying behavior of soft drinks: with reference to Belgaum City. International journal of research in business Management, 1(4), 9-18.

Ilaisyah, H. L., & Sulistyowati, R. (2020). Pengaruh brand ambassador dan iklan terhadap keputusan pembelian konsumen pada marketplace Tokopedia. Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 904-910.

Kertamukti, R. (2015). Instagram dan pembentukan citra (Studi kualitatif komunikasi visual dalam pembentukan personal karakter account instagram@ basukibtp). Profetik: Jurnal Komunikasi, 8(1).

Larasati, M. A. (2014). Hubungan antara kontrol diri dengan pembelian impulsif pakaian pada mahasiswi psikologi Universitas Negeri Surabaya yang melakukan pembelian secara online. Character: Jurnal Penelitian Psikologi., 2(3).

Monks, F.J & Siti R. H. (2006). Psikologi Perkembangan: Pengantar dalam Berbagai Bagiannya. Yogyakarta : UGM Press.

Nayoan, A. (2021). Apa itu E-commerce? Berikut Pengertian, Jenis, serta Manfaatnya. Diakses pada sabtu, tanggal 02 juli 2022.

Nguyen, T. T., Nguyen, T. D., & Barrett, N. J. (2007). Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics.

Ozen, H., & Engizek, N. (2014). Shopping online without thinking: being emotional or rational?. Asia pacific journal of marketing and logistics, 26(1), 78-93.

Paramita, A. O. (2014). Pengaruh Nilai Belanja Hedonis Terhadap Pembelian Impulsif Pada Toko Online Dengan Emosi Positif Sebagai Variabel Perantara (Studi Pada Mahasiswa/i Program Strata-1 Angkatan 2011/2012 Jurusan Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Bra. Jurnal Administrasi Bisnis, 8.

Pangemanan, M. J., Saerang, D. P. E., & Maramis, J. B. (2022). Online Impulse Buying Konsumen e-commerce Generasi Z di Sulawesi Utara. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(2).

Pasaribu, L. O., & Dewi, C. K. (2015). Pengaruh hedonic shopping motivation terhadap impulse buying pada toko online: studi pada toko online Zalora. Bina Ekonomi, 19(2), 159-170.

Rahma, W. S., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap E-Impulse Buying Mahasiswi Universitas Negeri Padang pada Lazada. co. id. Jurnal Kajian Manajemen dan Wirausaha, 1(01), 276-282.

Sagala, M., & Mulyaningsih, H. (2017). Pengaruh Brand Ambassador Terhadap Brand Image Pada Oppo Smartphone Di Kota Bandung. eProceedings of Management, 4(1).

Sugiyono. (2013). Metode Penelitian Manajemen. Bandung: CV. Alfabeta.

Utami, C. (2014). Strategi dan Implementasi Operasional Bisnis Ritel modern di Indonesia edisi II. Jakarta: Penerbit Salemba Empat.

Tirtaasari, Y. D., Hidayati, N., & Wahono, B. (2021). Pengaruh Price Discount, Shopping Lifestyle Dan Consumer Trust Terhadap Impulse Buying Pada Situs Marketplaces Shopee (Studi Pada Mahasiswa Feb Unisma Pengguna Aplikasi Shopee). Jurnal Ilmiah Riset Manajemen, 10(09).

Wijaya, E., & Oktarina, Y. (2019). Faktor-Faktor Yang Mempengaruhi Impulse Buying Pada Hodshop Bengkulu. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 7(1), 10-22.

Vonkeman, C., Verhagen, T., & Van Dolen, W. (2017). Role of local presence in online impulse buying. Information & management, 54(8), 1038-1048.

Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelanggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360-368.

Andani, K., & Wahyono, W. (2018). Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion. Management Analysis Journal, 7(4), 448-457.


Refbacks

  • There are currently no refbacks.


Online ISSN: 2722-7618