Imanuela Rehngenana, - (2024) ONLINE SALES PROMOTION TOOLS: PENGARUHNYA TERHADAP PEMBELIAN IMPULSIF PADA GENERASI Z: Survei pada Konsumen Produk Fashion dan Kecantikan Tokopedia. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Persaingan yang ketat membuat e-commerce terus berinovasi dalam memenuhi kebutuhan konsumen yang berpengaruh pada peningkatan perilaku konsumtif. Sebuah penelitian menemukan bahwa sebagian besar pembelian online disebabkan oleh pembelian impulsif, yaitu pembelian tidak terencana. Berbagai strategi dilakukan untuk meningkatkannya, salah satunya melalui online sales promotion tools. Hal ini juga dilakukan Tokopedia yang mengalami penurunan transaksi dan brand index selama dua tahun terakhir. Namun, bersadasarkan hasil pra-penelitian kepada konsumen Tokopedia, ditemukan tingkat pembelian impulsif yang masih rendah. Berdasarkan hal tersebut, penelitian ini memiliki tujuan untuk mengetahui bagaimana gambaran online sales promotion tools, tingkat pembelian impulsif, dan pengaruh online sales promotion tools Tokopedia terhadap perilaku pembelian impulsif Generasi Z. Peneliti menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Penentuan sampel menggunakan metode purposive sampling kepada pengikut akun Instagram @tokopediacantik yang merupakan konsumen generasi Z dan mempunyai pengalaman berbelanja produk fashion dan kecantikan selama periode promosi satu bulan terakhir. Jumlah sampel yang digunakan sebanyak 400 responden dengan menggunakan rumus Slovin. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara online sales promotion tools terhadap pembelian impulsif. Kinerja online sales promotion tools dan tingkat pembelian impulsif berada pada kategori tinggi. Intense competition makes e-commerce continue to innovate in meeting consumer needs, which has an impact on increasing consumer behavior. A study found that most online purchases were caused by impulse purchases, that is, unplanned purchases. Various strategies are carried out to increase it, one of them is through online sales promotion tools. Tokopedia was also done that too, which experienced a decline in transactions and brand index over the last two years. However, from the results of pre-research on Tokopedia consumers, it was found that the level of impulse buying was still low. Therefore, this research aims to find out the description of online sales promotion tools, the level of impulse buying, and the influence of Tokopedia's online sales promotion tools on the impulse buying behavior of Generation Z. Researchers use quantitative methods with descriptive and verification approaches. The sample was determined using a purposive sampling method for followers of the Instagram account @tokopediacantik who are generation Z consumers and have experience shopping for fashion and beauty products during the promotional period of the last month. The number of samples used was 400 respondents using the Slovin formula. This research show the relusts that influence between online sales promotion tools on impulse buying is positive and significan influence. The performance of online sales promotion tools and the level of impulse purchases are in the high category.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Imanuela+Rehngenana# ID SINTA Dosen Pembimbing: Ayu Krishna Yuliawati: 5977407 Eka Surachman: 5979141 |
| Uncontrolled Keywords: | Pembelian Impulsif, Online Sales Promotion Tools, Generasi Z, Ecommerce Impulse Buying, Online Sales Promotion Tools, Generation Z, E-commerce |
| Subjects: | G Geography. Anthropology. Recreation > GT Manners and customs H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Imanuela Rehngenana |
| Date Deposited: | 23 Sep 2024 06:52 |
| Last Modified: | 23 Sep 2024 06:52 |
| URI: | http://repository.upi.edu/id/eprint/125455 |
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