Hartati, Monica (2023) PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE, SALES PROMOTION DAN MOBILE MARKETING TERHADAP IMPULSE BUYING PADA PENGGUNA APLIKASI SHOPEE. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) MONICA HARTATI 11520044 (B) THE EFFECT OF FASHION INVOLVEMENT, SHOPPING LIFESTYLE, SALES PROMOTION AND MOBILE MARKETING TO IMPULSE BUYING FOR SHOPEE APPLICATION USERS (C) 107 Pages, 24 Tables, 3 Pictures, 14 Attachments (D) Marketing (E) Abstract: In this digital era, most of life and daily activities are related to digital and technology. Many new discoveries and innovations in the utilization of digital technology continue to emerge. One of them is the emergence of e-commerce, which can facilitate and help people shop and fulfill their daily needs. Likewise, the fashion world continues to develop rapidly, both in terms of clothing models, innovations, and new local fashion brands that continue to emerge and develop. This study aims to determine the effect of fashion involvement, shopping lifestyle, sales promotion, and mobile marketing on impulse buying. The population of this study is Gen Z, who have an age range of 11–30 years and use the Shopee application in West Jakarta. This study used a sample of 213 respondents. Sample collection techniques using nonprobability sample techniques. The data collection method was obtained by distributing questionnaires online via Google Forms. The data was analyzed using SEM (structural equation modeling) through the SmartPLS3 application. The results of this study indicate that fashion involvement, shopping lifestyle, sales promotion, and mobile marketing have a positive and significant effect on impulse buying. The results of this study can provide information to Shopee and fashion brand owners about how to increase fashion involvement, shopping lifestyle, sales promotion, and mobile marketing because this can increase impulse buying Keywords: Fashion involvement, Shopping lifestyle, Sales promotion, Mobile marketing, Impulse buying (F) References: 51 (G) Rodhiah., Dra., M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) MONICA HARTATI 11520044 (B) PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE, SALES PROMOTION DAN MOBILE MARKETING TERHADAP IMPULSE BUYING PADA PENGGUNA APLIKASI SHOPEE (C) 107 Halaman, 24 Tabel, 3 Gambar, 14 Lampiran (D) PEMASARAN Abstrak: Pada era digital ini, sebagian besar kehidupan dan aktifitas sehari-hari berhubungan dengan digital dan teknologi. Banyak penemuan dan inovasi baru dalam pemanfaatan digital teknologi yang terus bermunculan. Salah satunya dengan munculnya e-commerce yang dapat memudahkan, membantu masyarakat untuk berbelanja dan memenuhi kebutuhan sehari-hari. Begitu juga dengan dunia fashion yang terus berkembang secara pesat baik dari model pakaian, inovasi dan merek fashion lokal baru yang terus bermunculan dan berkembang. Penelitian ini bertujuan untuk mengetahui adanya pengaruh dari fashion involvement, shopping lifestyle, sales promotion dan mobile marketing terhadap impulse buying. Populasi penelitian ini adalah Gen Z yang memiliki rentang usia 11-30 tahun yang menggunakan aplikasi shopee di Jakarta Barat. Penelitian ini menggunakan sampel berjumlah 213 responden. Teknik pengumpulan sampel dengan menggunakan teknik nonprobability sample. Metode pengumpulan data diperoleh dengan menyebarkan kuesioner secara online melalui google form. Data dianalisis dengan menggunakan SEM (Structural Equation Modeling) melalui aplikasi SmartPLS3. Hasil Penelitian ini menunjukkan bahwa fashion involvement, shopping lifestyle, sales promotion dan mobile marketing berpengaruh secara positif dan signifikan terhadap impulse buying. Hasil dalam penelitian ini dapat memberikan informasi kepada Shopee dan para pemilik brand fashion untuk meningkatkan fashion involvement, shopping lifestyle, sales promotion dan mobile marketing karena hal ini dapat meningkatkan terjadinya impulse buying. Kata Kunci: Fashion Involvement, Shopping Lifestyle, Sales Promotion, Impulse Buying (E) Daftar Acuan: 51 (F) Rodhiah., Dra., M.M
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 30 Aug 2024 02:30 |
| Last Modified: | 30 Aug 2024 02:30 |
| URI: | http://repository.untar.ac.id/id/eprint/44038 |
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