DOMPET DIGITAL: BERAGAM PROGRAM PROMOSI DAN PENGARUHNYA TERHADAP PEMBELIAN SECARA IMPULSIF

  • Sadana Devica Politeknik Ubaya
Abstract Views: 963 times
PDF Downloads: 1247 times
Keywords: promotion, digital wallet, impulse buying

Abstract

This study aims to determine the effect of promotional programs on impulse buying. This research was conducted on 200 students. Data were processed using confirmatory factor analysis (CFA) and regression analysis. There are four indicators of the promotion program studied, including 1) promotions in the form of cashback, reward points or discounts offered by digital wallets are very profitable; 2) promotions obtained in the form of cashback or reward points will save on purchase transactions; 3) payment transactions using digital wallets are more profitable than transactions using cash or non-cash (debit/credit cards); and 4) selecting tenants/retailers/shops/e-commerce/online transportation that cooperates with digital wallet platforms to benefit from the promotional programs offered which have proven to have a positive and significant effect on impulse purchases. The impulsive buying behavior shown by digital wallet users includes 1) using digital wallets as a means of payment transactions because they are interested in the promotional programs offered and 2) often making purchases without prior planning because they are interested in promotional programs offered by digital wallets found in various tenant/retail/store/e-commerce/online transportation.

Downloads

Download data is not yet available.

References

Berentsen, A., 1998, “Monetary Policy Implications of Digital Money”, Kyklos, 51, (1), p 89-118.

Chida, E., Mambo, M., dan Shizuya, H., 2001, “Digital Money – A Survey”, Interdisciplinary Information Sciences, 7 (2), p 135-165.

Dogson, M., Gann, D., Wladawsky-Berger, I., dan Gorge G., 2013, “From the Digital Divide to Inclusive Innovation: The Case of Digital Money”, Research Collection Lee Kong Chian School of Business, p 1-17.

Dogson, M., Gann, D., Wladawsky-Berger, I., Sultan, N., dan Gorge G., 2015, “Managing Digital Money”, Academy of Management Journal, 58 (2), p 325-333.

Effendy, F., 2020, “Pengaruh Perceived of Benefit Terhadap Niat Untuk Menggunakan Layanan Dompet Digital di Kalangan Milenial”, Jurnal Interkom, 15 (2), p 1-11.

Kumala, I. dan Mutia, I., 2020, “Pemanfaatan Aplikasi Dompet Digital Terhadap Transaksi Retail Mahasiswa”, Seminar Nasional Riset dan Teknologi, (SEMNAS RISTEK) 2020.

Kusnawan, A., Silaswara, D., Andy, Sefung, T., 2019, “Pengaruh Diskon Pada Aplikasi E-Wallet Terdadap Pertumbuhan Minat Pembelian Impulsif Konsumen Milenial di Wilayah Tangerang”, Jurnal Sains Manajemen, 5 (2), p 137-160.

Laudon, K. dan Tracer, C., 2009, E-Commerce: Business, Technology, Society, Prantice Hall Higher Education.

Silaen, E. dan Prabawani, B., 2019, “Pengaruh Persepsi Kemudahan Menggunakan E-Wallet dan Persepsi Manfaat Serta Promosi Terhadap Minat Beli Ulang Saldo E-Wallet OVO”, Jurnal Ilmu Administrasi Bisnis, 8 (4), p 155-163.

Silvera, D. H., Lavack, A. M., dan Kropp, F., 2008, “Impulse Buying: The Role of Affect, Social Influence, and Subjective Wellbeing”, Journal of Consumer Marketing, 25 (1), p 23-33.

Tjiptono, F., 2015, Strategi Pemasaran, Edisi 4, Yogyakarta: Andi.

Utami, W., 2012, Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia, Edisi 2, Jakarta: Salemba Empat.

Published
2022-06-28
How to Cite
Devica, S. (2022). DOMPET DIGITAL: BERAGAM PROGRAM PROMOSI DAN PENGARUHNYA TERHADAP PEMBELIAN SECARA IMPULSIF. Jurnal Bisnis Terapan, 6(1), 33 - 42. https://doi.org/10.24123/jbt.v6i1.4756