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"[ABSTRAKPromosi penjualan biasanya digunakan oleh perusahaan untuk merangsang perilaku pembelian konsumen terhadap produk atau jasa. Tujuan penelitian ini adalah untuk menjelaskan bagaimana pengaruh promosi penjualan dalam bentuk online discount pricing terhadap online impulse buying pada produk fashion di Lazada. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang konsumen dengan syarat telah mengakses situs dan membeli produk fashion tanpa perencanaan sebelumnya di Lazada dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuisioner dan dianalisis menggunakan simple regression. Hasil dari penelitian ini menunjukkan bahwa promosi penjualan dalam bentuk online discount pricing memiliki pengaruh yang signifikan terhadap online impulse buying. Promosi penjualan dalam bentuk online discount pricing mempengaruhi online impulse buying sebesar 28.5% dan sisanya sebesar 71.5% dipengaruhi oleh faktor lainABSTRACTSales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. ;Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. , Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. ]"

"Perkembangan teknologi saat merubah perilaku masyakarat yang cendrung senang berbelanja melalui pasar digital atau e commere. Sehingga Penelitian ini bertujuan untuk menganalisis pengaruh perubahan perilaku konsumen dengan motivasi belanja hedonic dan utilitarian motivasi serta product browsing terhadap online impulsif buying (pembelian impulsif) dengan produk browsing sebagai variabel mediasi produk kosmetik dan fashion konsumen Shopee Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan 150 kusioner secara online dan offline apakah konsumen shopee Jabodetabek pernah melalukan pembelian tidak terencana khususnya produk fashion dan kosmetik. Penentuan sampel dilakukan dengan non-probability dengan purposive sampling. Teknis analisis data yang digunakan dalam penelitian ini adalah Analisis Structural Equation Modelling (SEM) menggunakan smartpls3. Hasil penelitian ini bahwa motivasi belanja hedonic dan utilitarian serta product browsing memiliki pengaruh terhadap online impulsif buying dengan product browsing sebagai variabel mediasi.

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he development of technology when changing peoples behavior tends to love shopping through digital markets or e commerce. So this study aims to analyze the effect of changes in consumer behavior by motivating hedonic shopping and utilitarian motivation as well as product browsing on impulsive online buying with browsing products as a mediating variable for cosmetics and fashion products of Jabodetabek Shopee consumers. This research uses a quantitative approach by spreading 150 online and offline questionnaires whether Jabodetabek shopee consumers ever pass unplanned purchases, especially fashion and cosmetic products. Determination of the sample is done by non probability with purposive sampling. The data analysis technique used in this study is Structural Equation Modeling (SEM) Analysis using smartpls3. The results of this study that the motivation of hedonic and utilitarian shopping and product browsing have an influence on impulsive buying online with product browsing as a mediating variable."

"Skripsi ini membahas pengaruh promosi-promosi yang dilakukan oleh Shopee saat Men Sale Campaign pada Februari 2019 lalu terhadap keputusan pembelian secara online oleh pengguna Shopee dengan jenis kelamin pria. Terdapat variabel moderasi yaitu online brand trust yang dimiliki oleh Shopee sejak berdiri tiga tahun yang lalu. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankan bahwa Shopee perlu menganalisa kembali promosi-promosi apa yang paling tepat dalam menyasar pengguna pria. Sesi games/ kompetisi seperti Kuis Shopee, Goyang Shopee, Mission Shopee (Selesaikan Misimu dan Dapatkan Hadiahnya), Shopee Pasti Ada Challenge (Semua Pasti Ada, Kalo Gak Ada, Dapat 5JT Voucher Shopee) bukan merupakan jenis promosi yang menarik untuk pengguna pria. Sales Promotion yang paling efektif dilakukan oleh Shopee adalah paket harga menarik, potongan harga/ diskon, dan voucher.

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This thesis discusses the influence of sales promotions carried out by Shopee during the Men Sale Campaign in February 2019 on online buying decisions by Shopee users with male gender. There is a moderating variable, namely online Brand Trust owned by Shopee since it was founded three years ago. This research is quantitative research with descriptive design research. The results of the study suggest that Shopee needs to re-analyze what promotions are most appropriate in targeting male users. Game sessions/competitions such as Shopee Quiz, Shopee Shake, Mission Shopee (Complete Your Missions and Get Prizes), Shopee Must Have a Challenge (All Must Have, If Not, Get 5JT Shopee Vouchers) are not an attractive type of promotion for male users. Shopee's most effective sales promotions are attractive price packages, discounts, and vouchers."

"Seiring perkembangan e-commerce yang terus berlanjut, peran platform media sosial telah berkembang secara signifikan menjadi sebuah marketplace yang dapat memiliki kekuatan tersendiri dalam mendominasi pasar atau disebut social commerce. Dalam konteks ini, keberadaan digital celebrities di media sosial memiliki pengaruh yang signifikan terhadap perilaku konsumen, melalui dukungan dan interaksi mereka yang membentuk keputusan pembelian. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku konsumen dalam pembelian impulsif di social commerce. Beberapa faktor diuji: social interaction, website ease of use, perceived usefulness, positive affect, parasocial relationship with digital celebrities, dan sale proneness. Menggunakan kuesioner online, penelitian ini berhasil mengumpulkan data dari 303 pengguna aplikasi TikTok yang sering menggunakan fitur TikTok Shop. Model Persamaan Struktural (SEM) digunakan untuk menganalisis data dan hasil penelitian ini menunjukkan bahwa interaksi sosial, hubungan parasosial dengan selebriti digital, dan sale proneness terbukti memengaruhi dorongan untuk membeli secara impulsif sehingga akhirnya melakukan perilaku pembelian impulsif.

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As e-commerce continues to evolve, the role of social media platforms has developed significantly into a marketplace that can independently wield its own power in dominating the market, known as social commerce. In this context, the presence of digital celebrities on social media has a significant influence on consumer behavior, through their endorsements and interactions that shape purchasing decisions. This study aims to analyze factors that influence consumers' impulse buying behavior in social commerce. Several factors were tested: social interaction, website ease of use, perceived usefulness, positive affect, parasocial relationship with digital celebrities, and sale proneness. Using an online questionnaire, this study successfully collected data from 303 TikTok app users who frequently use the TikTok Shop feature. Structural Equation Model (SEM) was used to analyze the data and the results of this study indicate that social interactions, parasocial relationships with digital celebrities, and sale proneness are proven to influence the urge to buy impulsively, resulting in impulse buying behavior."

"ABSTRAKPenggunaan internet di Indonesia sudah semakin melesat terutama pada bidang e-commerce online shopping yang berhubungan dengan produk fashion. Produsen melihat penjualan secara online dapat menjadi peluang untuk meningkatkan suatu penjualan karena di zaman sekarang mempunyai toko offline dan online dapat memudahkan produsen untuk memasarkan produknya terutama di bidang fashion. Sebagai online shopping yang sudah cukup terkenal, Zalora Indonesia memiliki berbagai macam penawaran tetapi dalam melakukan pembelian online seorang konsumen juga memiliki banyak pertimbangan sebelum akhirnya memutuskan untuk membeli produk di Zalora Indonesia. Pertimbangan tersebut berdasarkan harga, pelayanan, fasilitas dan kualitas yang diberikan. Sebagai situs belanja online fashion yang terkenal Zalora Indonesia dapat memberikan pengalaman yang serupa dengan pembelian secara offline.

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ABSTRACTThe use of internet in Indonesia has continuously increased in the field of e commerce online shopping mostly in the production of fashion. Producers sees a bigger opportunity in online business as nowadays having both online and offline business can increased sales mostly in the field of fashion. As one of the most popular online shopping website, Zalora Indonesia offers a lot of different key ideas to the consumer but in the process of purchasing product in online shop a consumer also have a lot of thought to put into before actually making the purchase. The factor of consideration are varies most of them are through price,service,facility and quality the shop offer. As a well known online shop,it is believed that Zalora Indonesia can give the same experience as an offline shop."

"Pergeseran perilaku berbelanja secara konvensional menjadi online dengan pemanfaatan e-commerce terus berkembang terutama pada emerging adulthood. E-commerce pun berlomba memberikan promosi dan harga yang kompetitif untuk terus mengembangkan pangsa pasar. Penelitian ini bertujuan mengetahui pengaruh bentuk promosi dan harga terhadap intensi membeli. Penelitian eksperimental dilakukan pada 115 partisipan berusia 18-25 tahun. Partisipan mendapatkan skenario berbelanja online dengan bentuk promosi (diskon dan gratis ongkos kirim) sebagai variabel within-subjects serta harga (murah dan mahal) sebagai variabel between-subjects. Berdasarkan uji Mixed ANOVA, terdapat pengaruh yang signifikan antara harga terhadap intensi membeli (p < ,01). Namun, tidak terdapat hasil yang signifikan antara bentuk promosi terhadap intensi membeli (p = 0,10). Terakhir, tidak ada interaksi antara bentuk promosi dan harga terhadap intensi membeli (p = 0,24).

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Buying behavior are shifting from conventional method to use of e-commerce especially in emerging adulthood age range. Therefore, e-commerce is competing in providing promotion and price with the best deal to expand their market. This study aims to examine the effect of promotion type and price toward purchase intention. Experimental study was conducted on participants aged 18-25 years old. Participants assigned to purchase scenario with promotion type (discount and free shipping) as within-subjects variable and price (cheap and expensive) as between-subjects variable. Mixed ANOVA result reveal significant effect of price toward purchase intention (p < .01). Meanwhile, there is no significant effect of promotion type toward purchase intention (p = 0.10). Moreover, there is no interaction between the variables toward purchase intention (p = 0.24)."

"ABSTRAKIndustri jasa transportasi online saat ini tumbuh dengan sangat pesat. Tujuan penelitian ini adalah untuk menganalisis pengaruh promosi penjualan yang dilakukan Grab Indonesia sebagai penyedia jasa transportasi online terhadap purchase intention. Penelitian dilakukan dengan pendekatan kuantitatif. Sampel penelitian terdiri atas 100 responden yang tinggal di wilayah Jabodetabek, berusia 17 tahun ke atas, pengguna smartphone, mengetahui promosi penjualan yang dilakukan Grab, dan belum pernah menggunakan aplikasi Grab. Data penelitian didapat dengan menyebarkan kuesioner dan dianalisis dengan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara promosi penjualan terhadap purchase intention pada Grab Indonesia.

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ABSTRACTOnline based transportation service industry has nowadays been growing up rapidly. The purpose of this research is to analyze the effect of sales promotion of Grab Indonesia as online based transportation service provider on purchase intention. The study was conducted with a quantitative approach. The research sample consisted of 100 respondents living in the Jabodetabek area, people aged 17 years and above, users of smartphones, knowing Grab sales promotion and had never used the Grab application. The research data were obtained by distributing questionnaires and analyzed by simple linear regression analysis. The results showed that there is influence between sales promotions on purchase intention in Grab Indonesia."

"Tesis ini membahas mengenai penggunaan promosi penjualan sebagai salah satu strategi perusahaan sebagai media pemasaran produk untuk membentuk perilaku pembelian dari konsumennya PT. Bintang Baru Indonesia Perkasa Raya sebagai perusahaan yang memproduksi cat mencoba memanfaatkan promosi penjualan sebagai alat untuk menaikkan volume penjualan produknya. Promosi penjualan yang digunakan adalah promosi penjualan yang berupa pemberian insentif pada waktu yang terbatas yang ditujukan kepada agen scbagai channel distribusi. Penelitian ini adalah penelitian kualitatif dengan desain deskriptiff Penelitian deskriptif dilakukan peneliti dengan tujuan untuk menerangkan proses bagaimana perusahaan yang diteliti menentukan dan menjalankan promosi penjuakannya sampai ketika agen menerima promosi penjualan yang berujung pada proses pembelian. Dengan menerapkan metode induktif peneliti dapat menganalisa hasil dari penelitian. Hasil penelitian menyatakan bahwa promosi penjualan dalam pcmbentukan perilaku pembelian sukses dalam penerapannya. Agen dalam mengambil program promosi penjuaian yang diadakan olch PT. Bintang Baru Indonesia Perkasa Raya dimulai dari kebutuhannya akan mencari keuntungan dalam krisis global yang sedang terjadi.

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This thesis is about using sales promotion as one of marketing tools ofa company to fomi buying behaviour of its costumer. PT. Bintang Baru Indonesia Perkasa Raya as a paint manufacturer use sales promotion to increaseits sales volume. Type of sales promotion was used is trade sales promotion, it’s a form of giving incentive to wholesaler as their channel of dsitribution. This thesis is using qualitative research method with descriptive design research method. Descriptive research design method was used to explain the process, how the company who being research choose and applied their Sales promotion method in their everyday marketing, and how the wholesaler accept the sales promotion which leads to buying behaviour. With applied inductive method, researcher analysed the these. And the research results is implied that the sales promotion that being used is succes on its applied. The wholesales on this research found that sales promotion is one of their answer to their needs to get more profit on this golbal crisis that happen lately."

"Augmented Reality (AR) merupakan teknologi interaktif yang dimanfaatkan pada e-commerce karena memberikan informasi visualisasi produk yang membuat proses belanja online lebih efektif. Pengimplementasiannya mampu mempengaruhi niat beli konsumen setelah merasakan pengalaman berbelanja interaktif. Perlu dilakukan analisis pengaruh pengimplementasian teknologi AR pada e-commerce pada produk kategori fashion kacamata terhadap minat beli konsumen menggunakan website optik seis yaitu e-commerce yang telah mengadopsi AR menggunakan pendekatan kuantitatif dan kualitatif. Model penelitian menggunakan modifikasi cognition-affect-conation (C-A-C) framework, penggunaan PLS-SEM dan MANOVA dalam pengolahan data kuantitatif, serta thematic analysis dalam pengolahan data kualitatif. Jumlah responden valid dan digunakan dalam pengolahan data kuantitatif sebanyak 272 responden. Hasil penelitian menemukan terdapat 4 faktor yang mempengaruhi minat beli konsumen dalam berbelanja menggunakan fitur AR virtual try-on pada e-commerce yaitu, Product Informativeness, Perceived Usefulness, Attitude, dan Satisfaction yang berpengaruh signifikan terhadap Purchase Intention. Namun, terdapat 2 faktor yang tidak terbukti mendukung Attitude secara signifikan yaitu, Experiential Value dan Ease of Use. Terdapat peningkatan signifikan pada minat beli konsumen setelah berbelanja menggunakan fitur AR virtual try-on di e-commerce dibandingkan sebelumnya. Hasil penelitian diharapkan menjadi acuan pengembang teknologi AR melalui implementasinya pada e-commerce dan penyedia layanan e-commerce mampu memberikan pengalaman baru interaktif bagi konsumen melalui fitur AR virtual try-on.

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Augmented Reality (AR) is an interactive technology used in e-commerce because it can provide visual product information that makes the online shopping process more effective. It can affect consumer purchase intentions after experiencing an interactive shopping experience. It is necessary to analyze the effect of implementing AR in e-commerce, in fashion glasses category products, on consumer purchase intention using Optik Seis website using quantitative and qualitative approaches. The research model will use a modified cognition-affect-conation (C-A-C) framework and processing data will use PLS-SEM, MANOVA, and thematic analysis. The number of valid respondents used was 272 respondents. The results found there are 4 factors that influence consumer buying interest in shopping using the AR in e-commerce, namely Product Informativeness, Perceived Effectiveness, Attitude, and Satisfaction that significantly affect Purchase Intention. However, Experiential Value and Ease of Use are not proven to significantly support Attitude. There is a significant increase in consumer buying interest after shopping using AR virtual try-on in e-commerce compared to before. The research results are expected to be a reference for AR technology developers through its implementation in e-commerce and e-commerce service providers being able to provide new interactive experiences for consumers through the AR virtual try-on feature."