Gita Ervina, NPM 1901100038 (2023) EFFECTS OF CASHBACK, FLASH SALE, AND FREE SHIPPING ON IMPULSIVE BUYING ON THE SHOPEE MARKETPLACE (CASE STUDY ON FEB STUDENTS IN LABUHANBATU UNIVERSITY). Tugas_ Akhir (Artikel) Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora’s Review Board, 10 (1). pp. 1-13. ISSN 2548-7396 (e-ISSN) / 2442-384X (p-ISSN)
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Abstract
This research aims to analyze the influence between variable cashback, flash sale, and free shipping, for impulsive buying on the shopee marketplace. This study uses a quantitative research method, which method it uses tools measurement or application to obtain statistical values. The sample in this research is 91 samples. The sample was taken using a non- probability sampling technique, the type of sampling taken was purposive sampling, the sampling technique was to get one that matched the specified criteria. The analysis tool used is SmartPls 4.0 with the Partial Least Square (PLS) method. based on the results of data analysis can be drawn a number of conclusions, namely cashback on impulsive buying has a negative and insignificant effect, then H1 rejected. The effect of the flash sale variable on impulsive buying has a positive and not significant effect, then H2 rejected. And the free shipping variable has a positive and significant effect on impulsive buying, so H3 accepted Keywords : Cashback; Flash sale; Free Shipping; Impulsive Buying ================================================================================================== Penelitian ini bertujuan untuk menganalisis pengaruh antara variabel cashback, flash sale, dan gratis ongkos kirim, terhadap impulsive buying pada marketplace shopee. Penelitian ini menggunakan metode penelitian kuantitatif, yang mana metode ini menggunakan alat ukur atau aplikasi untuk memperoleh nilai yang bersifat statistik. Sampel dalam penelitian ini yaitu sebanyak 91 sampel. Sampel diambil menggunakan teknik non-probality sampling, jenis sampling yang diambil yaitu purposive sampling teknik pengambilan sampel untuk mendapat yang sesuai dengan kriteria yang ditentukan. Alat analisis yang digunakan yaitu SmartPls 4.0 dengan metode Partial Least Square (PLS). Berdasarkan hasil analisis data dapat ditarik beberapa kesimpulan, yakni cashback terhadap impulsive buying berpengaruh negatif dan tidak signifikan, maka H1 ditolak. Pengaruh variabel flash sale terhadap impulsive buying berpengaruh positif dan tidak signifikan, maka H2 ditolak. Variabel gratis ongkos kirim terhadap impulsive buying berpengaruh positif dan signifikan, maka H3 diterima Kata Kunci : Cashback, Flash sale, Gratis Ongkos Kirim, Impulsive Buying
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Cashback; Flash Sale; Free Shipping; Impulsive Buying ============================ Cashback, Flash Sale, Gratis Ongkos Kirim, Impulsive Buying |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Dec 2023 07:13 |
| Last Modified: | 04 Dec 2023 07:13 |
| URI: | http://repository.ulb.ac.id/id/eprint/526 |
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