Pengaruh Price Discount, Bonus Pack, dan Cashback terhadap Impulse Buying Produk di Marketplace Shopee
DOI:
https://doi.org/10.30588/jmt.v2i01.2123Keywords:
price discount, bonus pack, cashbackAbstract
Modernization and ease of life have become direct consequences of rapid technological progress. The surge in internet use, particularly in e-commerce, has become a major driver of economic growth. Shopee is the largest e-commerce platform in Indonesia, standing out with various promotional strategies, including price discounts, bonus packs and cashback. A quantitative approach using accidental sampling techniques was used for 100 respondents with the aim of finding out the impact of price discounts, bonus packs and cashback on impulse buying. It was found from the research results that price discounts, bonus packs and cashback had an impact of 22.6% on impulse buying on the Shopee marketplace. Partially, only the bonus pack has a significant impact on impulse buying on the Shopee marketplace.
References
Afiifah Yullirahma, A. N. (2023). View of Analisis Pengaruh Brand Image, Price Discount, Package Bonuses Dan Kualitas Produk Terhadap Impulse Buying Pada Produk Oriflame.pdf.
Astari. (n.d.). 1–13.
Dewi, M., Kurniawan, M., Ekonomi, F., & Samudra, U. (2021). Faktor-Faktor Yang Mempengaruhi Perilaku Impulse. 10(3), 260–271.
Eka Mawarni. (2018).
Ghozali, I. (2018). Desain penelitian kuantitatif & kualitatif untuk akuntansi, bisnis, dan ilmu sosial lainnya. Yoga Pratama.
Mishra, A. (2011). Pengaruh Diskon Harga versus Paket Bonus terhadap Preferensi Makanan Kebajikan dan Keburukan
Mustajibah, T., Sejarah, S. P., & Ilmu, F. (2021). Dinamika E-Commerce Di Indonesia Tahun 1999-2015 Agus Trilaksana. 10(3), 3–11.
Nanda, B. (n.d.). Pengaruh Promo Terhadap Minat Beli Konsumen (Study Pada Promosi, Cashback Dan Diskon Terhadap Minat Beli Konsumen Di Restaurant Mister Baso Di Mall CBD Cileduk). 128–140.
Nazar, M. R., Oloando, A. T., Putri, M. A., Berri, C., & Tazkia, M. (2023). Pengaruh Perkembangan Teknologi terhadap E-Commerce. 7, 1817–1823.
Nonogan, Yogi. Suhardi M. Anwar, E. M. (n.d.). Pengaruh Free Gift Dan Cash Back Terhadap Peningkatan Jumlah Penjualan Barang Elektronik Pada Toko Centro Elektronik Palopo Yogi Nonongan 1 , Suhardi M. Anwar 2 , Edi Maszudi 3.
Putra, I. G. W. S. C. (2021). Pengaruh Product Usability Dan Cashback Promotion Terhadap Brand Loyalty Layanan Digital Wallet Di Indonesia. 7(1), 11–19.
Rahman, S. H., Rohaeni, H., Wijaya, S., & Dewi, K. (2020). Pengaruh Price Discount dan Bonus Pack Terhadap Purchase Intention. 2(1), 24–36.
Restanti, Y. D. (n.d.). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Product Convenience Goods Pada Masa Pandemi
Sanaky, M. M., Saleh, L. M., & Titaley, H. D. (2021). Analisis Faktor-Faktor Penyebab Keterlambatan Pada Proyek Pembangunan Gedung Asrama Man 1 Tulehu Maluku Tengah. SIMETRIK, 11.
Serliani, A., Nurdin, S., & Rahayu, Y. S. (2019). Pengaruh Fashion Involvement dan Shopping Lifestyle Terhadap Impulse Buying Behaviour. 1(1), 28–39.
Setiawan, C. K., & Yosepha, Y. S. (2020). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk The Body Shop Indonesia (Studi Kasus Pada Followers Account Twitter @Thebodyshopindo).
Siregar, K. S. dkk. (2018). Penilaian Kinerja Dosen Menggunakan Modifikasi Skala Likert dengan Metode Simple Additive Wighting.
Syadiah, H., & Dwiridotjahjono, J. (2022). Pengaruh sales promotion cashback dan price discount terhadap perilaku impulse buying pengguna di situs belanja online tokopedia. 4(10), 4538–4552.
Tri, Y., Putri, A., Ekonomi, F., Surabaya, U. N., Ketintang, J., & Timur, J. (2014). No Title. Wahyudi, S. (2017). Pengaruh Price Discount Terhadap Impulse Buying. 3(2).
Published
Issue
Section
License
Copyright (c) 2025 Sylvia Yoritiara, Djoko Wijono
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with Jurnal Manajemen Strategis: Jurnal Mantra agree to the following terms:
Authors retain copyright and grant the Jurnal Manajemen Strategis: Jurnal Mantra (JMT) right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in JMT.
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 acknowledgment of its initial publication in Jurnal Manajemen Strategis: Jurnal Mantra (JMT). 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).
