Ajik Ahmad Chanafi, Ahmad Ali

Pengaruh Promosi Penjualan dan Electronic Word of Mouth terhadap Pembelian Impulsif pada Generasi Z Konsumen Shopee Food di Ungaran

Introduction

Pengaruh promosi penjualan dan electronic word of mouth terhadap pembelian impulsif pada generasi z konsumen shopee food di ungaran . Telusuri bagaimana promosi penjualan & electronic word of mouth (e-WOM) memengaruhi pembelian impulsif Generasi Z konsumen Shopee Food di Ungaran. Analisis kuantitatif terperinci.

Abstract

In the era of advancing technology, industries have entered the digital revolution phase in Indonesia. With the rapid development of information and communication technology, Indonesian society is required to adapt to this era of progress. Globalization has had a significant impact on social, political, and economic structures worldwide, affecting the social, governmental, and business sectors. The impact is particularly evident in the economic sector. The current technological advancements have led to shifts in various fields, including the economy, resulting in more intense marketing competition among companies. This study aims to determine the influence of sales promotions and electronic word of mouth (e-WOM) on impulsive buying behavior among Generation Z consumers of Shopee Food in Ungaran. This research is quantitative in nature, utilizing primary data. The population of this study comprises Generation Z users of the Shopee Food marketplace in Ungaran, with a sample size of 104 respondents. Data were collected using a questionnaire and analyzed using multiple linear regression with SPSS software. The results of the study indicate that sales promotions have a significant effect on impulsive buying behavior among Generation Z consumers of Shopee Food in Ungaran. Additionally, e-WOM also has a significant effect on impulsive buying behavior among Generation Z consumers of Shopee Food in Ungaran. Abstrak Pada era teknologi yang semakin maju, industri telah memasuki era revolusi digital di masyarakat Indonesia. Dengan perkembangan teknologi informasi dan komunikasi yang semakin cepat, masyarakat Indonesia dituntut untuk dapat beradaptasi dengan era kemajuan ini. Globalisasi memberikan dampak besar terhadap tatanan dunia sosial, politik, dan ekonomi, baik di sektor sosial, pemerintahan, maupun bisnis. Pengaruh yang timbul sangat jelas terlihat pada sektor ekonomi. Perkembangan teknologi saat ini menyebabkan adanya peralihan dalam berbagai bidang termasuk ekonomi yang mengakibatkan persaingan pemasaran perusahaan menjadi lebih ketat. Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan dan electronic word of mouth (E-WOM) terhadap pembelian impulsif pada Generasi Z konsumen Shopee Food di Ungaran. Jenis penelitian ini adalah kuantitatif dengan menggunakan data primer. Populasi penelitian ini adalah Generasi Z pengguna marketplace Shopee Food di Ungaran dengan sampel sebanyak 104 responden. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda menggunakan software SPSS. Hasil penelitian menunjukkan bahwa promosi penjualan berpengaruh signifikan terhadap pembelian impulsif oleh Generasi Z pengguna Shopee Food di Ungaran. Selain itu, E-WOM juga berpengaruh signifikan terhadap pembelian impulsif oleh Generasi Z pengguna Shopee Food di Ungaran.

Review

The article, "Pengaruh Promosi Penjualan dan Electronic Word of Mouth terhadap Pembelian Impulsif pada Generasi Z Konsumen Shopee Food di Ungaran," addresses a highly relevant and contemporary topic in the realm of consumer behavior and digital marketing. The research clearly aims to investigate the influence of sales promotions and electronic word of mouth (e-WOM) on impulsive buying among Generation Z consumers utilizing Shopee Food in a specific Indonesian region. This focus on a distinct demographic and platform provides valuable insights into the dynamics of online food delivery services, offering practical implications for businesses operating in this rapidly evolving sector. The clarity of the research objective and the immediate relevance to current market trends are notable strengths. Methodologically, the study adopts a quantitative approach, collecting primary data from a sample of 104 Generation Z Shopee Food users in Ungaran via questionnaires. The subsequent analysis using multiple linear regression with SPSS software is a standard and appropriate method for testing the hypothesized relationships. The findings, indicating a significant effect of both sales promotions and e-WOM on impulsive buying, are clearly presented and consistent with established marketing literature. However, the abstract's extensive general introduction on technological advancements and globalization, while broadly accurate, could be more concisely linked to the specific research problem. Additionally, while the sample size of 104 is adequate for basic statistical analysis, it is somewhat modest and could potentially limit the broader generalizability of the findings to a larger Gen Z population or other geographical areas within Indonesia. The abstract also doesn't elaborate on the specific types of sales promotions or e-WOM characteristics considered, which might add greater depth to the discussion. Despite these minor areas for potential enhancement, the study successfully underscores the critical role of strategic marketing efforts and consumer-generated content in influencing impulsive purchasing decisions among young digital consumers. The results provide actionable intelligence for Shopee Food and similar e-commerce platforms, emphasizing the importance of optimizing sales promotion strategies and actively fostering positive e-WOM to stimulate impulsive buys. Future research could expand upon this foundation by exploring potential mediating or moderating variables, examining cross-platform comparisons, or incorporating qualitative methods to gain a deeper understanding of the psychological processes underlying these behaviors. Overall, this paper makes a solid and pertinent contribution to understanding online consumer behavior in the digital economy.

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