Pengaruh Online Visual Merchandising Dan Promosi Penjualan Online Terhadap Impulse Buying Di Aplikasi Tokopedia

Agnes Bunga Triani, Wan Suryani

Abstract


The purpose of this study is to determine what factors trigger potential consumers to buy goods on the marketplace. In addition, to provide additional insight to readers that impulse buying cannot help someone achieve their desired financial goals. The population in this study was 272 people from the Pondok Cindur community. The sample in the study was 73 people taken using the Slovin formula. The data collection technique used in this research was carried out by distributing questionnaires. The analysis techniques used in this research are multiple linear regression, partial test (t test), simultaneous significance test (F test) and coefficient of determination. The research results show that online visual merchandising has a positive and significant effect on impulse buying, sales promotion has a positive and significant effect on impulse buying and online visual merchandising and sales promotion together have a simultaneous effect on impulse buying in the Tokopedia application in the Pondok Cindur community

Keywords


Online Visual Merchandising; Sales Promotion and Impluse Buying.

Full Text:

PDF

References


Akram, umair, peng hui, muhammad kaleem khan, muhammad hashim, yixin qiu, and ying zhang. 2018. “online impulse buying on ‘double eleven’ shopping festival: an empirical investigation of utilitarian and hedonic motivations.” In proceedings of the eleventh international conference on management science and engineering management 11, 680–92. Springer.

Alma, buchari. 2008. Pengantar bisnis. Bandung: alfabeta.

Anang firmansyah. 2018. “perilaku konsumen (perilaku konsumen).” Cv budi utama 5 no. (september): 5–299.

Anggraini, irma diah, and raya sulistyowati. 2020. “pengaruh visual merchandising dan store atmosphere terhadap perilaku impulse buying (studi kasus pada konsumen miniso di surabaya).” Jurnal pendidikan tata niaga (jptn) 8 (1). Https://doi.org/10.26740/jptn.v8n1.p%p.

Anggraini, irma diah, and raya sulistyowati. 2020. “pengaruh visual merchandising dan store atmosphere perilaku impulse buying (studi kasus pada konsumen miniso di surabaya).” Jurnal pendidikan tata niaga (jptn) 08 (01): 660–66.

Annisa salma, farah, and andi wijayanto. 2022. “pengaruh promosi dan kepercayaan terhadap keputusan pembelian pada e-commerce tokopedia.” Jurnal ilmu administrasi bisnis. Vol. 11. Https://ejournal3.undip.ac.id/index.php/jiab.

Ansari, raheleh, seyyed hassan hatami-nasab, and shahnaz nayebzadeh. 2023. “providing a structural model of impulse buying themes with the approach of consumer personality traits (interpretive structural modeling).” Journal of management and sustainable development studies 2 (4): 63–89.

Arifianti, ria. 2012. “pengaruh promosi penjualan terhadap impulse buying pada hypermarket di kota bandung.”

Avrilia gusti purwaningsih, nurhadi, administrasi bisnis, jawa timur, and studi administrasi bisnis. 2021. “pengaruh promosi penjualan dan gender terhadap perilaku impulse buying pada e-commerce shopee.”

Azzahra, gusnia fatimah, masduki asbari, and annisa shintya ariani. 2023. “pendidikan multikultural: menuju kesatuan melalui keanekaragaman.” Journal of information systems and management (jisma) 2 (6): 1–7.

Bashar, abu, irshad ahmad, and mohammad wasiq. 2012. “effectiveness of social media as a marketing tool: an empirical study.” International journal of marketing, financial services & management research 1 (december).

Bunga indah cahyani, sugeng purwanto. 2022. “pengaruh visual merchandising dan positive emotion terhadap buying pada pelanggan indomaret di surabaya.” Jurnal ilmiah manajemen bisnis dan inovasi.

Dincer, caner. 2012. “duygusallik ve bilişselliğin plansiz satin alma davranişina etkisi-the influence of affect and cognition on impulse buying behavior.” Öneri dergisi 9 (33): 153–58. Https://doi.org/10.14783/od.v9i33.1012000159.

Durante, kristina, and juliano laran. 2016. “the effect of stress on consumer saving and spending.” Journal of marketing research 53 (february). Https://doi.org/10.1509/jmr.15.0319.

Ebster, claus, and marion garaus. 2011. Store design and visual merchandising: creating store space that encourages buying.

Fauziah, sarah, and rose rahmidani. 2021. “pengaruh promosi penjualan dan shopping lifestyle terhadap impulse buying produk fashion.” Jurnal ecogen 4 (1): 81. Https://doi.org/10.24036/jmpe.v4i1.11046.

Ghozali. 2016. Aplikasi analisis multivariate dengan program spss. Semarang: universitas diponegoro.

Grewal, dhruv, and michael levy. 2007. “retailing research: past, present, and future.” Journal of retailing 83 (4): 447–64.

Kasuma, jati, agnes kanyan, mohd khairol, noraini sa’ait, and gloria panit. 2020. “factors influencing customers intention for online shopping” 11 (march):31–41.

Kerfoot, shona, barry davies, and philippa ward. 2003. “visual merchandising and the creation of discernable brands.” International journal of retail & distribution management 31 (march):143–52. Https://doi.org/10.1108/09590550310465521.

Kotler dan armstrong. 2015. Prinsip-prinsip pemasaran . 12th ed. Jakarta : harlow : pearson education.

Kotler dan keller. 2016. Marketing management . Boston : pearson education.

Kotler, and keller. 2019. “marketing management.” In , 15th edition. Pearson education limited.

Kotler, p., & keller, k. L. 2016. Marketing management. Pearson education.

Kumar, manoj, mahender yadav, and sonia kaushik. 2022. “mapping research trends on impulsive buying: a synthesis and bibliometric analysis of influencing factors.” Journal of positive school psychology 6 (8): 7975–93.

Machfoedz dan mahmud. 2005. Pengantar pemasaran modern . Yogyakarta: akademi manajemen perusahaan ykpn.

Mahardini, S., Ibrahim, I. M., & Riwendi, A. (2023). Kualitas Produk, Harga, dan Kualitas Layanan Terhadap Keputusan Pembelian Tokopedia di Wilayah DKI Jakarta. Jurnal Manajemen dan Perbankan (JUMPA), 10(2), 1–10.

Maymand, mohammad, and mostafa ahmadi. 2011. “impulse buying: the role of store environmental stimulation and situational factors (an empirical investigation).” African journal of business management 5 (december). Https://doi.org/10.5897/ajbm11.2112.

Mehta, neha, and pawan chugan. 2013. “the impact of visual merchandising on impulse buying behavior of consumer: a case from central mall of ahmedabad india.” Univers. J. Manage. 1 (october):76–82. Https://doi.org/10.13189/ujm.2013.010206.

Mondol, edward, dr. Asif karim, and ahmed salman. 2021. “the effects of visual merchandising on consumer’s willingness to purchase in the fashion retail stores.” International journal of research in business and social science (2147-4478) 11 (july):386–401. Https://doi.org/10.6007/ijarbss/v11-i7/10469.

Nasution, asrizal efendy, linzzy pratami putri, and muhammad taufik lesmana. 2019. “analisis pengaruh harga, promosi, kepercayaan dan karakteristik konsumen terhadap keputusan pembelian konsumen pada 212 mart di kota medan.” In prosiding seminar nasional kewirausahaan, 1:165–73.

Nawawi, M. T., Purwanto, P., Darryl, & Dinata, J. (2024). Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Online Di Tokopedia Pada Mahasiswa FEB Untar Jakarta. Jurnal Serina Ekonomi dan Bisnis, 2(1), 77–84.

Nisa luthfiah azzahra1, dhia syahrul mubarok2 , ricky firmansyah3 1,2,3digitech university (universitas teknologi digital) e-mail: [email protected] , [email protected] , [email protected]. 2023. “analisis strategi bisnis pada peningkatan kepuasan konsumen susu cimory.” Jurnal mutiara ilmu akuntansi (jumia.

Novia, jessica. 2015. “the effect of visual merchandising on impulsive buying with impulsive buying tendency as moderating variable.” The winners 16 (1): 1–5. Https://doi.org/10.21512/tw.v16i1.1537.

Pancaningrum, erminati. 2017. “visual merchandise dan atmosfer toko: pengaruhnya terhadap keputusan pembelian impuls.” Jiep 17 (1). Www.tempo.co,.

Putri, A., & Wijaya, R. (2021). Pengaruh Online Visual Merchandising dan Promosi Penjualan terhadap Impulse Buying pada Platform E-Commerce.

Putri, P. A., Suryani, W., & Berampu, L. T. (2023). Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada Pelanggan E-Commerce Shopee Di Kecamatan Medan Sunggal. Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), 4(1), 30-39. Saha, mausumi, and sharmistha banerjee. 2015. “impact of social capital on small firm performance in west bengal.” The journal of entrepreneurship 24 (2): 91–114.

Saodin, suharyono, z. Arifin, and sunarti. 2019. “the influence of e-service quality toward e-satisfaction, e-trust, e-word of mouth and online repurchase intention: a study on the consumers of the three-star hotels in lampung.” Russian journal of agricultural and socio-economic sciences 93 (9): 27–38. Https://doi.org/10.18551/rjoas.2019-09.03.

Sari, W. T., & Mukhlis, I. (2022). Analisis Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia. Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP), 2(1), 26–39.

Sekaran. 2006. Metode riset bisnis. Jakarta: salemba empat.

Sneath, julie z, russell lacey, and pamela a kennett-hensel. 2014. “chronic negative circumstances and compulsive buying: consumer vulnerability after a natural disaster.” Journal of global scholars of marketing science 24 (2): 129–47.

Sugiyono. 2019. Metode penelitian kuantitatif kualitatif dan r&d. Bandung: alfabeta.

Sugiyono. 2017. Metode penelitian kuantitatif, kualitatif dan r&d. Bandung: alfabeta.

Tinne, wahida shahan. 2010. “impulse purchasing: a literature overview.” In . Https://api.semanticscholar.org/corpusid:27739515.

Trifiyanto, kabul, sekolah tinggi ilmu ekonomi putra bangsa, jln ronggowarsito no, and pejagoan kebumen. 2019. “pengaruh dimensi online visual merchandising dan promosi penjualan online terhadap impulse buying” 2 (2). Https://doi.org/10.33488/1.jh.2019.2.213.

Vishnu, s, p a francis, s s c shenoi, and ssvs ramakrishna. 2016. “on the decreasing trend of the number of monsoon depressions in the bay of bengal.” Environmental research letters 11 (1): 014011.

Wafiq, ahmad, ahmed soliman, tarek m moustafa, and a f nassar. 2012. “optimum process conditions for the production of pig iron by corex process.” In scanmet iv: 4th international conference on process development in iron and steelmaking, 10–13.

Wahyuni, S., Suryani, W., & Amelia, W. R. (2022). The effect of hedonic shopping value and shopping lifestyle on the impulse buying in online shops (case study: Albadar 6 Gang Community). Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), 3(1), 12-22.

Yuniar purbo rini1, muhammad anasrulloh2. 2022. “pengaruh impulse buying dan sales promotion keputusan pembelian pada produk merek pond’s di golden swalayan.” Jurnal economina.




DOI: https://doi.org/10.31289/jimbi.v6i2.5751

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Jurnal Ilmiah Manajemen dan Bisnis (JIMBI)

Fakultas Ekonomi dan Bisnis, Program Studi Manajemen
Universitas Medan Area
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License