PERMATASARI, IMAS (2023) PENGARUH FLASH SALE DAN GRATIS ONGKIR TERHADAP PERILAKU PEMBELIAN IMPULSIF DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Mahasiswa Ekonomi Syariah Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The sales promotion strategy carried out by e-commerce with a variety of offers that provide convenience and benefits for consumers can result in changes in buying behavior, where attractive promotions will stimulate consumers to shop impulsively. Impulsive buying behavior that occurs when shopping online through e-commerce can cause problems for consumers, especially related to financial problems, as a result of many unplanned expenses. Based on the preliminary study, it was found that as many as 63.3% of Islamic Economics students at Sultan Ageng Tirtayasa University who used Shopee had a tendency to carry out impulsive buying behavior outside of the previous shopping list. As for this study, there are two factors that are thought to be able to influence impulsive buying behavior, namely flash sales and free shipping. The purpose of this study is to analyze the partial and simultaneous effect of flash sales and free shipping on impulsive buying behavior in the perspective of Islamic Economics. This study uses a quantitative method with a descriptive statistical approach. The population of this study is Islamic Economics Students at Sultan Ageng Tirtayasa University, Class of 2019-2021. Primary data was obtained from distributing questionnaires to 62 sample people who met the criteria. The results of the study show that there is a significant and positive effect of flash sales and free shipping on impulsive buying behavior in the perspective of Islamic Economics in Islamic Economics Students at Sultan Ageng Tirtayasa University who use Shopee, either partially or simultaneously.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Strategi promosi penjualan yang dilakukan pihak e-commerce dengan beragam penawaran yang memberikan kemudahan dan keuntungan bagi konsumen dapat mengakibatkan perubahan pada perilaku pembelian, dimana adanya promosi yang menarik akan menstimulasi konsumen untuk berbelanja secara impulsif. Perilaku pembelian impulsif yang terjadi ketika berbelanja online melalui e-commerce dapat menimbulkan masalah bagi konsumen khususnya terkait dengan masalah finansial, akibat dari banyaknya pengeluaran yang tidak terencana. Berdasarkan studi pendahuluan ditemukan fakta bahwa sebanyak 63,3% Mahasiswa Ekonomi Syariah Universitas Sultan Ageng Tirtayasa yang menggunakan Shopee memiliki kecenderungan melakukan perilaku pembelian impulsif di luar daftar belanja sebelumnya. Adapun dalam penelitian ini terdapat dua faktor yang diduga mampu memengaruhi perilaku pembelian impulsif, yaitu flash sale dan gratis ongkir. Tujuan penelitian ini yaitu untuk menganalisis pengaruh secara parsial dan simultan flash sale dan gratis ongkir terhadap perilaku pembelian impulsif dalam perspektif Ekonomi Islam. Penelitian ini menggunakan metode kuantitatif dengan pendekatan statistik deskriptif. Populasi penelitian ini yaitu Mahasiswa Ekonomi Syariah Universitas Sultan Ageng Tirtayasa Angkatan 2019-2021. Data primer diperoleh dari penyebaran kuesioner terhadap 62 orang sampel yang memenuhi kriteria. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan dan positif flash sale dan gratis ongkir terhadap perilaku pembelian impulsif dalam perspektif Ekonomi Islam pada Mahasiswa Ekonomi Syariah Universitas Sultan Ageng Tirtayasa yang menggunakan Shopee, baik secara parsial maupun simultan. | |||||||||
| Uncontrolled Keywords: | Flash Sale, Free Shipping, Impulsive Buying Behavior, Islamic Economic Perspective Flash Sale, Gratis Ongkir, Perilaku Pembelian Impulsif, Perspektif Ekonomi Islam | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Imas Permatasari | |||||||||
| Date Deposited: | 09 Aug 2023 13:51 | |||||||||
| Last Modified: | 09 Aug 2023 13:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27459 |
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