Pengaruh Penggunaan Aplikasi E-Commerce, Intensitas Iklan Dan Potongan Harga Terhadap Impulsive Buying Konsumen Generasi Milenial

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh penggunaan aplikasi e-commerce,intensitas iklan dan potongan harga terhadap impulsive buying. Pada penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan jumlah 100 responden. Responden penelitian ini ada konsumen generasi milenial yang berusia 17-27 tahun yang pernah belanja online di aplikasi e-commerce. Instrumen yang digunakan berupa kuesioner yang berisi 20 pernyataan. Pengujian instrumen menggunakan uji validitas dan uji reliabilitas. Analisis data menggunakan analisis korelasi, sedangkan untuk pengujian hipotesis menggunakan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara aplikasi e-commerce, intensitas iklan dan potongan harga terhadap impulsive buying dengan nilai R-Square sebesar 0,523. konsumen generasi milenial yang pernah memakai aplikasi e-commerce dan melakukan pembelian di aplikasi e-commerce yang dipengaruhi oleh iklan dan potongan harga. Masih ada variabel lain yang mempengaruhi impulsive buying yang tidak di bahas di penelitian ini.

Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia

“…In the densely competitive e-commerce landscape, the imperative to retain existing customers looms large. Companies must always be sensitive to market dynamics and strive to improve quality and innovation to remain competitive at the forefront [1]. While factors such as promotions and discounts, product quality, and customer support have been recognized as important in shaping a positive customer experience, there are other aspects that e-commerce companies may not fully understand.…”

“…The selection of data sources from the five e-commerce companies with the most visitors in Indonesia can be seen in Figure 1. Although some factors such as promotions and discounts [1] [2], product quality [3], and customer support have been recognized as important in shaping positive customer experiences, there are still other aspects that may not be fully understood by e-commerce companies. Therefore, it is important to dig deeper and identify factors that have a significant influence on the perception and level of customer engagement [4].…”