The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers
Article Sidebar
Accepted
28 February 2021
Published
28 February 2021
Keywords:
-
impulsive online buying, knowledge, sales promotion, the online platform
Abstract
Impulsive buying is an unplanned purchase decision due to stimulation from the shopping environment. This study aims to analyze the consumer characteristics and sales promotion, knowledge, and impulsive buying and the influence of consumer characteristics, sales promotion, and knowledge on impulsive buying. The study used a cross-sectional study design, which was conducted from December 2019 to January 2020. In this study, respondents were 145 Shopee users who made purchases in the last three months selected purposively. Data were collected by filling out an online questionnaire. The results showed that the length of education was related to sales promotion and knowledge, while income and promotion were related to impulsive buying. Meanwhile, a factor that has a positive effect on impulsive buying is sales promotion. Unplanned online purchases are most often made in the middle of the month, and promotions are the most influential in purchasing decisions.
References
Am Ro’is, M. (2019). Studi Komparasi Nilai, Kontrol Diri, Sikap Dan Pembelian Impulsif Antargenerasi. [Skripsi]. Bogor: Institut Pertanian Bogor.
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21, 86-97. http://dx.doi.org/10.1016/j.jretconser.2013.11.004
Ateke, B, Walter, & Didia, J.U.D. (2018). Consumer knowledge and purchase intention of healthcare product consumers in rivers state. International Journal of Business & Law Research. 6(1):1–7
Bashar, A., Ahmad, I., & Wasiq, M. (2013). A study of the influence of demographic factors on consumer impulse buying behavior. Journal of Management Research, 13(3), 145-154. http://dx.doi.org/10.1086/209186
Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research, 1(2), 99-114. Doi: https://doi.org/10.1108/13522759810214271.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of consumer research, 14(1), 83-95.
Cahyorini, A, & Rusfian, E.Z. (2012). The effect of packaging design on impulsive buying. Bisnis dan Birokrasi Journal. 18(1).
Clara, M. (2017). Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Impulsif Ibu Rumah Tangga (Studi Kasus Department Store Di Kota Bogor). [Skripsi]. Bogor (ID): Institut Pertanian Bogor.
Deviana, N. P. S., & Giantari, I. G. A. K. (2016). Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap Impulse Buying Behavior Masyrakat di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(8), 5264– 5273.
Fazrina, R., Marsaulina, I., & Naria, E. (2013). Hubungan karakteristik dan pengetahuan tentang lingkungan sehat dengan keputusan konsumen dalam membeli sayuran organik di Carrefour Plaza Medan Fair. Jurnal Program Sarjana Fakultas Kesehatan Masyarakat Universitas Sumatera Utara. Retrieved from: https://jurnal.usu.ac.id/index.php/lkk/article/view/3271/1597
Greenfield, D.N. (1999). Psychological characteristics of compulsive internet use: a preliminary analysis. Cyberpsychology & Behavior, 2(5), 403-412
Hootsuite, We Are Social. (2017). Digital in 2017: Southeast Asia. Hootsuite & We Are Social.
Ika, N., Fitriyah, Z., & Dewi, N.C. (2020). Impluse buying di e-commerce Shopee. Dinamika Administrasi: Jurnal Ilmu Administrasi dan Manajemen, 3(1), 57-62.
iPrice. (November, 2020). Mapofecommerce. Retrieved from: https://iprice.co.id/insights/mapofecommerce/
Kiran, Vasanth, Majumdar, M, & Kishore, K. (2012). Innovation in in-store promotion: Effects on consumer purchase decision. European Journal of Business and Management. 4(9):36-44.
Kolyesnikova, N., Laverie, D. A., Duhan, D. F., Wilcox, J. B., & Dodd, T. H. (2010). The influence of product knowledge on purchase venue choice: Does knowing more lead from bricks to clicks?. Supply Chain Forum: An International Journal, 11(1), 28-40.
Kotler, P, & Amstrong, G. (2012). Principles of Marketing. Ed ke-15th. New Jersey (US): Pearson Education Limited.
Kotler, P., & Amstrong, G. (2014). Principles of Marketing. Ed ke-12. Jilid 1. Jakarta (ID): Erlangga.
Kusumawardhani, A. (September, 2020). Survei MarkPlus, Inc: Shopee kuasai peta persaingan e-commerce. Retrieved from: https://ekonomi.bisnis.com/read/20200917/12/1293028/survei-markplus-inc-shopee-kuasai-peta-persaingan-e-commerce
Latifah, N., Widayani, A., & Normawati, R.A. (2020). Pengaruh perceived usefulness dan trust terhadap kepuasan konsumen pada e- commerce Shopee. Bisma: Jurnal Bisnis dan Manajemen. 14(1):82-91. p-ISSN 1978-3108, e-ISSN 2623-0879.
Leba, E.E. (2015). Women issues in Hillary Clinton's speeches. Rubikon: Journal of Transnational American Studies. 2(2):24-40.
Liang, YP. (2012). The relationship between consumer product involvement; product knowledge and impulsive buying behaviour. Procedia – Social and Behavioral Science, 57, 325-330. Doi :10.1016/j.sbspro.2012.09.1193.
Mahadewi, N.P.T., & Sulistyawati, E. (2019). Peran positive emotion dalam memidasi pengaruh product knowledge terhadap impulse buying. E-Jurnal Manajemen, 8(9), 5652-5671. DOI: https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p15
Nindyakirana, R.H, & Maftukhah, I. (2016). Membangun emosi positif melalui promosi penjualan dan lingkungan toko dampaknya terhadap impulse buying. Management Analysis Journal. 4(1):375-388.
Park, E.J., Kim e.Y., Funches, V.M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583-1589.
Peter, J. P., & Olson, J. C. (2000). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Jakarta(ID: Erlangga
Putri, R.A.A. (2017). Analisis Paparan Video Impulsive buying Terhadap Pengetahuan, Gaya Hidup, Dan Intensi Menurunkan Perilaku Impulsive buying. [Skripsi]. Bogor (ID): Institut Pertanian Bogor.
Rana, S., & Tirthani, J. (2012). Effect of education, income and gender on impulsive buying among Indian consumer an empirical study of readymade garment customers. Indian Journal of Applied Research. 1(12):145-146.
Rondonuwu, M. (2013). Tingkat pendidikan, motivasi dan promosi pengaruhnya terhadap keputusan penggunaan produk nasabah priority banking Bank Sulut. Jurnal EMBA. 1(3): 257-264. ISSN 2303-1174.
Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. Doi: https://doi.org/10.1086/209105.
Rook, D.W., & Fisher, R.J. (1995). Normative influence on impulse buying behavior. Journal of Consumer Research, 22(3), 305-313. Doi: https://doi.org/10.1086/209452.
Rosyida, S,. & Anjarwati, A.L. (2016). Pengaruh store atmosfer dan promosi penjualan terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening. Journal of Research in Economics and Management Jurnal Riset Ekonomi dan Manajemen. 16(1):105-127.
Schiffman, Leon G. Leslie Lazar Kanuk. (2007). "Consumer Behavior". NY: Pearson Prentice Hall
Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor (ID): Ghalia Indonesia.
Ummah, N.M., & Rahayu, S.A. (2020). Fashion involvement, shopping lifestyle, dan pembelian implusif produk fashion. Jurnal Penelitian Psikologi, 11(1), 33-40. Doi: http://doi.org/10.29080/jpp.v11i1.350
Wijaya, E., & Oktarina, Y. (2019). Faktror-faktor yang mempengaruhi impulse buying pada Hodshop Bengkulu. Ekombis Review: Jurnal Ekonomi dan Bisnis, 7(1), 10-22. Doi: https://doi.org/10.37676/ekombis.v7i1.696
Wulan, W.N.N., Suharyati, & Rosali. (2019). Analisis pembelian tidak terencana pada toko online shopee. Jurnal Ekonomi dan Bisnis, 6(1), 54-71. Doi: 10.35590/jeb.v6i1.830
Yang, D.J., Huang, K.C., & Feng, X. (2011). A study of the factors that affect the impulsive cosmetics buying of female consumers in Kaohsiung. International Journal of Business and Social Science. 2(24):275-282.
Yistiani, Manik, N.N., Yasa, N.N.K., & Suasana, I.G.A.K.G. (2012). Pengaruh atmosfer gerai dan pelayanan ritel terhadap nilai hedonik dan pembelian impulsif pelanggan matahari department store duta plaza di Denpasar. Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan. 6(2):139-148.
Zhang, X., Jing, F., & Yang, Y. (2012). How type of online commodities affect online impulse buying. Journal of Management Sciences, 25(3), 69-77.
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21, 86-97. http://dx.doi.org/10.1016/j.jretconser.2013.11.004
Ateke, B, Walter, & Didia, J.U.D. (2018). Consumer knowledge and purchase intention of healthcare product consumers in rivers state. International Journal of Business & Law Research. 6(1):1–7
Bashar, A., Ahmad, I., & Wasiq, M. (2013). A study of the influence of demographic factors on consumer impulse buying behavior. Journal of Management Research, 13(3), 145-154. http://dx.doi.org/10.1086/209186
Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research, 1(2), 99-114. Doi: https://doi.org/10.1108/13522759810214271.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of consumer research, 14(1), 83-95.
Cahyorini, A, & Rusfian, E.Z. (2012). The effect of packaging design on impulsive buying. Bisnis dan Birokrasi Journal. 18(1).
Clara, M. (2017). Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Impulsif Ibu Rumah Tangga (Studi Kasus Department Store Di Kota Bogor). [Skripsi]. Bogor (ID): Institut Pertanian Bogor.
Deviana, N. P. S., & Giantari, I. G. A. K. (2016). Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap Impulse Buying Behavior Masyrakat di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(8), 5264– 5273.
Fazrina, R., Marsaulina, I., & Naria, E. (2013). Hubungan karakteristik dan pengetahuan tentang lingkungan sehat dengan keputusan konsumen dalam membeli sayuran organik di Carrefour Plaza Medan Fair. Jurnal Program Sarjana Fakultas Kesehatan Masyarakat Universitas Sumatera Utara. Retrieved from: https://jurnal.usu.ac.id/index.php/lkk/article/view/3271/1597
Greenfield, D.N. (1999). Psychological characteristics of compulsive internet use: a preliminary analysis. Cyberpsychology & Behavior, 2(5), 403-412
Hootsuite, We Are Social. (2017). Digital in 2017: Southeast Asia. Hootsuite & We Are Social.
Ika, N., Fitriyah, Z., & Dewi, N.C. (2020). Impluse buying di e-commerce Shopee. Dinamika Administrasi: Jurnal Ilmu Administrasi dan Manajemen, 3(1), 57-62.
iPrice. (November, 2020). Mapofecommerce. Retrieved from: https://iprice.co.id/insights/mapofecommerce/
Kiran, Vasanth, Majumdar, M, & Kishore, K. (2012). Innovation in in-store promotion: Effects on consumer purchase decision. European Journal of Business and Management. 4(9):36-44.
Kolyesnikova, N., Laverie, D. A., Duhan, D. F., Wilcox, J. B., & Dodd, T. H. (2010). The influence of product knowledge on purchase venue choice: Does knowing more lead from bricks to clicks?. Supply Chain Forum: An International Journal, 11(1), 28-40.
Kotler, P, & Amstrong, G. (2012). Principles of Marketing. Ed ke-15th. New Jersey (US): Pearson Education Limited.
Kotler, P., & Amstrong, G. (2014). Principles of Marketing. Ed ke-12. Jilid 1. Jakarta (ID): Erlangga.
Kusumawardhani, A. (September, 2020). Survei MarkPlus, Inc: Shopee kuasai peta persaingan e-commerce. Retrieved from: https://ekonomi.bisnis.com/read/20200917/12/1293028/survei-markplus-inc-shopee-kuasai-peta-persaingan-e-commerce
Latifah, N., Widayani, A., & Normawati, R.A. (2020). Pengaruh perceived usefulness dan trust terhadap kepuasan konsumen pada e- commerce Shopee. Bisma: Jurnal Bisnis dan Manajemen. 14(1):82-91. p-ISSN 1978-3108, e-ISSN 2623-0879.
Leba, E.E. (2015). Women issues in Hillary Clinton's speeches. Rubikon: Journal of Transnational American Studies. 2(2):24-40.
Liang, YP. (2012). The relationship between consumer product involvement; product knowledge and impulsive buying behaviour. Procedia – Social and Behavioral Science, 57, 325-330. Doi :10.1016/j.sbspro.2012.09.1193.
Mahadewi, N.P.T., & Sulistyawati, E. (2019). Peran positive emotion dalam memidasi pengaruh product knowledge terhadap impulse buying. E-Jurnal Manajemen, 8(9), 5652-5671. DOI: https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p15
Nindyakirana, R.H, & Maftukhah, I. (2016). Membangun emosi positif melalui promosi penjualan dan lingkungan toko dampaknya terhadap impulse buying. Management Analysis Journal. 4(1):375-388.
Park, E.J., Kim e.Y., Funches, V.M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583-1589.
Peter, J. P., & Olson, J. C. (2000). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Jakarta(ID: Erlangga
Putri, R.A.A. (2017). Analisis Paparan Video Impulsive buying Terhadap Pengetahuan, Gaya Hidup, Dan Intensi Menurunkan Perilaku Impulsive buying. [Skripsi]. Bogor (ID): Institut Pertanian Bogor.
Rana, S., & Tirthani, J. (2012). Effect of education, income and gender on impulsive buying among Indian consumer an empirical study of readymade garment customers. Indian Journal of Applied Research. 1(12):145-146.
Rondonuwu, M. (2013). Tingkat pendidikan, motivasi dan promosi pengaruhnya terhadap keputusan penggunaan produk nasabah priority banking Bank Sulut. Jurnal EMBA. 1(3): 257-264. ISSN 2303-1174.
Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. Doi: https://doi.org/10.1086/209105.
Rook, D.W., & Fisher, R.J. (1995). Normative influence on impulse buying behavior. Journal of Consumer Research, 22(3), 305-313. Doi: https://doi.org/10.1086/209452.
Rosyida, S,. & Anjarwati, A.L. (2016). Pengaruh store atmosfer dan promosi penjualan terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening. Journal of Research in Economics and Management Jurnal Riset Ekonomi dan Manajemen. 16(1):105-127.
Schiffman, Leon G. Leslie Lazar Kanuk. (2007). "Consumer Behavior". NY: Pearson Prentice Hall
Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor (ID): Ghalia Indonesia.
Ummah, N.M., & Rahayu, S.A. (2020). Fashion involvement, shopping lifestyle, dan pembelian implusif produk fashion. Jurnal Penelitian Psikologi, 11(1), 33-40. Doi: http://doi.org/10.29080/jpp.v11i1.350
Wijaya, E., & Oktarina, Y. (2019). Faktror-faktor yang mempengaruhi impulse buying pada Hodshop Bengkulu. Ekombis Review: Jurnal Ekonomi dan Bisnis, 7(1), 10-22. Doi: https://doi.org/10.37676/ekombis.v7i1.696
Wulan, W.N.N., Suharyati, & Rosali. (2019). Analisis pembelian tidak terencana pada toko online shopee. Jurnal Ekonomi dan Bisnis, 6(1), 54-71. Doi: 10.35590/jeb.v6i1.830
Yang, D.J., Huang, K.C., & Feng, X. (2011). A study of the factors that affect the impulsive cosmetics buying of female consumers in Kaohsiung. International Journal of Business and Social Science. 2(24):275-282.
Yistiani, Manik, N.N., Yasa, N.N.K., & Suasana, I.G.A.K.G. (2012). Pengaruh atmosfer gerai dan pelayanan ritel terhadap nilai hedonik dan pembelian impulsif pelanggan matahari department store duta plaza di Denpasar. Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan. 6(2):139-148.
Zhang, X., Jing, F., & Yang, Y. (2012). How type of online commodities affect online impulse buying. Journal of Management Sciences, 25(3), 69-77.
Authors
Al Mutanafisa T., & Retnaningsih R. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), 77-91. https://doi.org/10.29244/jcs.6.1.77-91
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
