Pengaruh Promo Event 6.6 Flash Sale Terhadap Perilaku Konsumtif Mahasiswa

  • Roida Pakpahan Universitas Bina Sarana Informatika, Jakarta
  • Shinta Febriyanti Universitas Bina Sarana Informatika, Jakarta
  • Diva Berliana Universitas Bina Sarana Informatika, Jakarta
  • Rizqi Nur Esmeralda Universitas Bina Sarana Informatika, Jakarta

Abstract

E-Commerce is the favorite shopping place that is most used by today's people, one of which is students, online shopping is increasingly popular because the shopping process can be done anytime and anywhere. Students are e-Commerce consumers who are vulnerable to consumptive behavior. Event Sale Promos that offer big discounts and other interesting promotions can make students more impulsive in making purchases. The aim of the research is to analyze the influence of the 6.6 flash sale event promo on student consumptive behavior using the purposive sampling method. The research results show that there is a significant influence on changes in the level of student consumptive behavior during the 6.6 flash sale promo event. The ability to control oneself when shopping online is really needed, especially during the 6.6 flash sale promo event, so as not to get caught up in impulsive buying consumer behavior which can be detrimental to students' psychological well-being.

Downloads

Download data is not yet available.

References

[1] BPS (2021. https://www.bps.go.id/publication/2021/12/17/667821e67421afd2c81c574b/statistik-e-commerce-2021.html
[2] https://money.kompas.com/read/2021/02/24/072440626/5-e-commerce-yang-paling-banyak-dikunjungi-di-indonesia
[3] Rahima, P., & Cahyadi, I. (2022). Pengaruh Fitur Shopee Paylater terhadap Perilaku Konsumtif Mahasiswa Universitas Mataram. Target : Jurnal Manajemen Bisnis, 4(1), 39–50. https://doi.org/10.30812/target.v4i1.2016
[4] Arestrias, A., & Wijanarko, A. (2021). Pengaruh Metode Flash Sale Terhadap Keputusan Pembelian Impulsif Konsumen Pada E-Commerce Shopee. Jurnal Manajemen, 1, 11.
[5] Jannah, M., Wahono, B., & Khalikussabir. (2022). Pengaruh Diskon Flash Sale, Rating Dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee. E – Jurnal Riset Manajemen PRODI MANAJEMEN, 10(13), 38–51. http://riset.unisma.ac.id/index.php/jrm/article/view/14374/10895
[6] Aulia, S. N., & Prehanto, A. (2023). Korelasi Event Tanggal Kembar Terhadap Daya Minat Beli e di Shopee. 3(1).
[7] Hasanah, T. (2021). Analisis pengaruh potongan harga dan kemasan terhadap keputusan pembelian konsumen pada indomaret lahat. MOTIVASI Jurnal Manajemen Dan Bisnis, 6(1), 55–63.
[8] Lestarina, E., Karimah, H., Febrianti, N., Ranny, R., & Herlina, D. (2017). Perilaku Konsumtif di Kalangan Remaja. JRTI (Jurnal Riset Tindakan Indonesia), 2(2), 1–6. https://doi.org/10.29210/3003210000
[9] Ariyanti, R., Notoatmojo, M. I., Mulyapradana, A., & S., P. (2021). Pengaruh Potongan Harga Dan Penataan Produk Terhadap Keputusan Pembelian Konsumen Di Matahari Departemen Store Pekalongan (Studi Kasus Produk Cardinal Shoes Ladies). Jurnal Litbang Kota Pekalongan, 20(1), 55–63. https://doi.org/10.54911/litbang.v20i.145
[10] Iswati, N., & Rustam, T. A. (2022). Pengaruh Potongan Harga, Promosi Penjualan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Guardian Grand. Jurnal Ekuivalensi, 8(1), 68–79. https://doi.org/10.51158/ekuivalensi.v8i1.652
[11] Istiqomah, M., & Marlena, N. (2020). Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion. Jurnal Manajemen, 12(2), 288–298.
[12] Salim, A., & Fermayani, R. (2021). Pengaruh Potongan Harga, Promosi Penjualan, Tampilan Dalam Toko Terhadap Keputusan Pembelian Impulsif Konsumen Matahari Departement Store Padang. Jurnal Menara Ekonomi : Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 7(3), 1–14. https://doi.org/10.31869/me.v7i3.2836
[13] Alawiyah, T. (2023). Pengaruh Promo Gratis Ongkos Kirim Dan Online Customer Review Terhadap Keputusan Pembelian Produk Skincare Pada Event Tanggal Kembar (Studi Pada Pengguna Aplikasi Shopee). Jurnal Pendidikan Dan Konseling, 4(1), 5418–5426.
[14] Hidayati, A., Hidayat, T., & Pristian, R. (2020). E-Commerce Dan Dampaknya Terhadap Perilaku Konsumsi Mahasiswa (Studi Kasus Pada Mahasiswa Prodi Pendidikan Ekonomi Ikip Pgri Bojonegoro). Jurnal Pendidikan Edutama, 1–12.
[15] https://www.statista.com/topics/5742/e-commerce-in-indonesia/
[16] https://dataindonesia.id/digital/detail/pengguna-ecommerce-ri-diproyeksi-capai-19647-juta-pada-2023
Published
2024-01-30
How to Cite
PAKPAHAN, Roida et al. Pengaruh Promo Event 6.6 Flash Sale Terhadap Perilaku Konsumtif Mahasiswa. JISAMAR (Journal of Information System, Applied, Management, Accounting and Research), [S.l.], v. 8, n. 1, p. 89-98, jan. 2024. ISSN 2598-8719. Available at: <https://journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/1277>. Date accessed: 13 june 2024. doi: https://doi.org/10.52362/jisamar.v8i1.1277.