IMPULSIVE BUYING: KAJIAN PROMOSI PENJUALAN, GAYA HIDUP, DAN NORMA SUBYEKTIF PADA MARKETPLACE DI YOGYAKARTA

  • Uswatun Chasanah STIE Widya Wiwaha
  • Muhammad Mathori
Keywords: Key word: subjective norms, sales promotion, impulsive buying

Abstract

Norma subjektif, gaya hidup, promosi penjualan, dan pembelian impulsif dikaji dalam penelitian ini. Responden di Yogyakarta berjumlah 100 siswa untuk pengumpulan data menggunakan metode survei. Peneliti menganalisis data menggunakan analisis SEM dengan aplikasi PLS. Reliabilitas komposit, validitas diskriminan, dan validitas konvergen adalah tiga kriteria yang dievaluasi sebagai indikator reflektif sebagai evaluasi model luar (model pengukuran). Validitas seluruh konstruk dapat ditunjukkan pada hasil discriminant validity dan convergent validity dimana composite reliability menunjukkan bahwa semua konstruk memiliki nilai composite relaibity > 0.70 dan nilai outer loading dan nilai AVE > 0.70. Jika tidak, tidak semuanya terbukti dari ketiga hipotesis yang diajukan. Dalam penelitian ini, pembelian impulsif dipengaruhi secara signifikan oleh promosi penjualan dan gaya hidup, tetapi norma subjektif tidak terbukti sebagai moderator.

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Published
2021-09-01
How to Cite
Uswatun Chasanah, & Muhammad Mathori. (2021). IMPULSIVE BUYING: KAJIAN PROMOSI PENJUALAN, GAYA HIDUP, DAN NORMA SUBYEKTIF PADA MARKETPLACE DI YOGYAKARTA. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 12(2), 231-255. https://doi.org/10.21009/JRMSI.012.2.03