The Influence of Brand Ambassadors and Flash Sale Events on the Lazada App on Impulse Buying in the Cirebon Region

Devi Evian Rosmaningsih; Prasasti Rajasmara; Yulian Ardhika; Rahmadi

doi:10.55927/ijba.v4i2.8747

Authors

Devi Evian Rosmaningsih Universitas Swadaya Gunung Jati
Prasasti Rajasmara Universitas Swadaya Gunung Jati
Yulian Ardhika Universitas Swadaya Gunung Jati
Rahmadi Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.55927/ijba.v4i2.8747

Keywords:

Brand Ambassador, Flash Sale, Impulse Buying

Abstract

Technological developments have produced many things, one of which is e-commerce or an online marketplace, one of which is Lazada. The purpose of this study was to measure how much influence brand ambassadors (X1) and flash sales (X2) have on impulse buying (Y) in lazada applications in the Cirebon area. This research method uses probability sampling techniques with simple random sampling methods and conducts a sample of 100 respondents with age criteria 17-25 years of lazada application users in the Cirebon area. The SPSS 24 software application helps in analysing data which includes instrument tests, classical assumption tests, and multiple linear regression tests. From the test results, it can be concluded that the brand ambassador and flash sale variables have a positive and significant effect on impulse buying.

Downloads

Download data is not yet available.

References

Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lose it: purchase acceleration effects of time‐limited promotions. Journal of Consumer Behaviour, 2(4), 393–403. https://doi.org/10.1002/cb.116

Ahn, J., & Kwon, J. (2022). The role of trait and emotion in cruise customers’ impulsive buying behavior: an empirical study. Journal of Strategic Marketing, 30(3), 320–333. https://doi.org/10.1080/0965254X.2020.1810743

Astuti, P. (2020). 1 Ramlah Pendahuluan Usaha Mikro Kecil Menengah ( UMKM ) memegang peranan yang sangat besar dalam memajukan perekonomian Indonesia ( Susilo dkk , 2008 ). Selain sebagai salah satu alternatif lapangan kerja baru , UMKM juga berperan dalam mendorong laju pe. 8(2), 248–256.

Bidakara, M., Subroto, G., & Selatan, J. (n.d.). 104016-ID-strategi-promosi-penjualan-online-lazada. 11, 64–74.

Curatman, A. (2021). PELAYANAN DAN PROMOSI PENJUALAN Program Studi Manajemen Fakultas Ekonomi Universitas Swadaya Gunung Jati Korespondensi email : aratman74@gmail.com Abstrak penjualan terhadap keputusan pembelian konsumen pada toko E Sport Cirebon . Analisis secara simultan. 10, 73–80.

Darwipat, D., Syam, A., & Marhawati, M. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal of Economic Education and Entrepreneurship Studies, 1(2), 58. https://doi.org/10.26858/je3s.v1i2.18635

Fatimah, S. E., Herdinadiatin, L. T., Purdianto, A., & Azzahra, N. (2021). Pengaruh transaksi online shopping terhadap loyalitas pengguna aktif. Akuntabel, 18(4), 819–825. https://doi.org/10.30872/jakt.v18i4.10269

Fatimah, S. E., Purdianto, A., Septiani, D., & Azzhara, N. (2021). Kepercayaan sebagai Mediasi Kepuasan Pengguna Online Shopping di Indonesia. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 8(1), 81–91. https://doi.org/10.31289/jkbm.v8i1.6124

Harahap, D. A., & Amanah, D. (2022). Memahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen. Jurnal Manajemen Dan Bisnis Performa, 19(01), 31–55. https://doi.org/10.29313/performa.v19i01.9719

Heizar, E., & Arjanto, D. (2023). Cerita di Balik Mulai Beroperasinya Lazada 11 Tahun Lalu. Tempo.Co. https://bisnis.tempo.co/read/1707550/cerita-di-balik-mulai-beroperasinya-lazada-11-tahun-lalu

Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569–1577.

John Wiley & Sons. (2013). Fashion Marketing Communication (2013 Gayno).

M. Anang, F. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 143–144.

Nighel, S., & Sharif, O. O. (2022). Pengaruh Flash Sale Terhadap Pembelian Impulsif E-Commerce Shopee Di Jawa Barat The Effect Of Flash Sale On Impulse Purchase Of Shopee E-Commerce In West Java. E-Proceeding of Management, 9(3), 1335-`1344.

Niland, N., Pearce, A. P., Naumann, D. N., O’Reilly, D., Series, P. B., Sataloff, R. T., Johns, M. M., Kost, K. M., Orsini, R. J., Medicine, T., Kalkman, J. P., Sataloff, R. T., Johns, M. M., Kost, K. M., Maiti, Bidinger, Assistance, H., Mitigate, T. O., Eroukhmanoff, C., & Licina, D. (2020). ANALISIS IKLAN RUANG GURU DAN BRAND AMBASSADOR DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN PENGGUNA RUANG GURU. Global Health, 167(1), 1–5. https://www.e-ir.info/2018/01/14/securitisation-theory-an-introduction/

Prof.Dr.Sugiyono. (2017). METODE PENELITIAN KUANTITATIF, KUALITATIF DAN R & D (pp. 1–348). ALFABETA CV.

Rizki Octaviana, A., Komariah, K., Mulia, F., & Sukabumi, U. M. (2022). Analysis Shopping Lifestyle, Hedonic Shopping Motivation And Flash Sale On Online Impulse Buying Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. Management Studies and Entrepreneurship Journal, 3(4), 1961–1970. http://journal.yrpipku.com/index.php/msej

Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452

Sadya, S. (2023). Jumlah Pengguna Internet di Indonesia. DataIndonesia.Id. https://dataindonesia.id/internet/detail/apjii-pengguna-internet-indonesia-21563-juta-pada-20222023

Wijaya, E., & Oktarina, Y. (2019). Faktor-Faktor Yang Mempengaruhi Impulse Buying Pada Hodshop Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 7(1), 10–22. https://doi.org/10.37676/ekombis.v7i1.696

Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery.” Jurnal Manajemen Dan Bisnis Indonesia, 4(1). https://doi.org/10.32528/jmbi.v4i1.1716