PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE
Keywords:
Time Limit Marketing; Viral Marketing; Impulsive Buying; Social Commerce.
Abstract
This study aims to determine the effect of time limit marketing and viral marketing strategy on impulsive buying
among users of social commerce applications. This study uses explanatory research methods and uses a
quantitative approach. The population of this study is the entire population of the city of Surabaya whose exact
number is not known. The research sample uses the lemeshow formula calculation which produces a sample of
200 respondents. Data collection techniques carried out in this study using a questionnaire/ questionnaire. The
data analysis method used is multiple linear regression analysis with the help of the Statistical Package for the
Social Science (SPSS) version 22 software application. The results of this study indicate that: (1) Time Limit
Marketing has a positive effect on Impulsive Buying on Social Commerce application users, (2) Viral Marketing
has a positive effect on Impulsive Buying on Social Commerce application users, (3) Time Limit Marketing and
Viral Marketing positive effect on Impulsive Buying on Social Commerce application users.
References
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HAMIDI, Ö. U.-F. A. (2020). Uluslararası Elektronik
Ticaret Uygulamaları Kapsamında Viral
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Hao, S., & Huang, L. (2023). How the time-scarcity
feature of live-streaming e-commerce affects
impulsive buying直播电商的时间性稀缺特征
如何影响冲动购买. Service Industries Journal.
https://doi.org/10.1080/02642069.2023.21852
31
Hanna, R. C., Swain, S. D., & Berger, P. D. (2016).
Optimizing time-limited price promotions.
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https://doi.org/10.1057/s41270-016-0006-y
Kim, S., & Park, H. (2013). Effect of various
characteristics of social commerce (Scommerce) consumers’ trust and trust
performance. International Journal of Information
Management, 33,318-332.
Kim, Y., & Lowrey, T. M. 2010. Marketing
communication on the Internet. Wiley
International Encyclopedia of Marketing
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Prentice-Hall.Inc
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Management 15th Edition. England: Pearson.
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Marketing (14th ed.). New Jersey: Prentice Hall
Kotler, Philip & Susanto, A.B. (2000). Manajemen
Pemasaran di Indonesia :
Analisis, Perencanaan, Implementasi dan
Pengandalian. Buku Satu. Jakarta :
Salemba Empat bekerjasama dengan
Pearson Education Asia Pte.Ltd. dan
Prentice-Hall.Inc.
Molinillo, S., Anaya-Sánchez, R., & LiébanaCabanillas, F. (2020). Analyzing the effect of
social support and community factors on
customer engagement and its impact on
loyalty behaviors toward social commerce
websites. Computers in Human Behavior,
108 (July).
Skrob, John-Robert. 2005. Open Source and Viral
Marketing, The Viral Marketing Concept as
A Model for Open Source Software to Reach
The Critical Mass for Global Brand
Awareness Based on The Example of TYPO3.
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Kufstein.
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dan R&D. Bandung: Alfabeta.
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Online Impulse Purchasing (Scarcity
Promotions Effect on Online Impulse
Purchasing).
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Social Commerce : The People ,
Management , Technology , and
Information Dimensions The Evolution of
Social Commerce : The People ,
Management , Technology , and
Information Dimensions I .
INTRODUCTION II . A FRAMEWORK OF
PEOPLE , MANAGEM. Communications of
the Association for Information Systems,
31(5),105–127.
https://doi.org/10.17705/1CAIS.03105
Wang, C., & Zhang, P. (2012b). The Evolution of
Social Commerce: The People, Management,Technology, and Information Dimensions.
Communications of the Association for
Information Systems, 31.
Wu, Y., Xin, L., Li, D., Yu, J. and Guo,
J. (2020). How does scarcity promotion lead to
impulse purchase in the online market? A field
experiment. Information & Management,
58(1),103283.
https://doi.org/10.1016/j.im.2020. 103283
Zhang, Min, Qin, Fang, Wang, G. Alan, & Luo,
Cheng. (2020). The impact of live video
streaming on online purchase intention. The
Service Industries Journal, 40(9–10),
656–681
Aggarwal, P., & Vaidyanathan, R. (2003). Use it or
lose it: purchase acceleration effects of timelimited promotions. Journal of Consumer
Behaviour, 2(4), 393–403.
https://doi.org/10.1002/cb.116
Amanah, D., & Pelawi, S. P. (2015). Pengaruh
Promosi Penjualan (Sales Promotion) dan
Belanja Hedonis (Hedonic Shopping)
Terhadap Impulsive Buying Produk Matahari
Plaza Medan Fair.
https://doi.org/10.17605/OSF.IO/SBDE3
Beatty, S. E., & Ferrell, M. E. (1998). Impulse
Buying: Modeling Its Precursors
Broeder, P., & Wentink, E. (2022). Limited-time
scarcity and competitive arousal in Ecommerce. International Review of Retail,
Distribution and Consumer Research.
https://doi.org/10.1080/09593969.2022.2098
360
Farivar, S.,Turel, O.& Yuan,Y.(2017), “A trust-risk
perspective on social commerce use: an
examination of the biasing role of habit”,
Internet Research, 27 (3), 586-607, IntR-06-2016-
0175
HAMIDI, Ö. U.-F. A. (2020). Uluslararası Elektronik
Ticaret Uygulamaları Kapsamında Viral
Pazarlama Faktörlerinin Dürtüsel Satın Alma
Davranışı Üzerine Etkisi. Turkish StudiesEconomics,Finance,Politics, Volume 15 Issue
3(Volume 15 Issue 3), 1655–1673.
https://doi.org/10.47644/turkishstudies.4044
5
Hao, S., & Huang, L. (2023). How the time-scarcity
feature of live-streaming e-commerce affects
impulsive buying直播电商的时间性稀缺特征
如何影响冲动购买. Service Industries Journal.
https://doi.org/10.1080/02642069.2023.21852
31
Hanna, R. C., Swain, S. D., & Berger, P. D. (2016).
Optimizing time-limited price promotions.
Journal of Marketing Analytics, 4(2–3), 77–92.
https://doi.org/10.1057/s41270-016-0006-y
Kim, S., & Park, H. (2013). Effect of various
characteristics of social commerce (Scommerce) consumers’ trust and trust
performance. International Journal of Information
Management, 33,318-332.
Kim, Y., & Lowrey, T. M. 2010. Marketing
communication on the Internet. Wiley
International Encyclopedia of Marketing
Kotler Philip, (2000), " Marketing Management ",
Prentice-Hall.Inc
Kotler, P & Keller, K.L. 2016. Marketing
Management 15th Edition. England: Pearson.
Kotler, P dan Keller, K.L. 2012. Principles of
Marketing (14th ed.). New Jersey: Prentice Hall
Kotler, Philip & Susanto, A.B. (2000). Manajemen
Pemasaran di Indonesia :
Analisis, Perencanaan, Implementasi dan
Pengandalian. Buku Satu. Jakarta :
Salemba Empat bekerjasama dengan
Pearson Education Asia Pte.Ltd. dan
Prentice-Hall.Inc.
Molinillo, S., Anaya-Sánchez, R., & LiébanaCabanillas, F. (2020). Analyzing the effect of
social support and community factors on
customer engagement and its impact on
loyalty behaviors toward social commerce
websites. Computers in Human Behavior,
108 (July).
Skrob, John-Robert. 2005. Open Source and Viral
Marketing, The Viral Marketing Concept as
A Model for Open Source Software to Reach
The Critical Mass for Global Brand
Awareness Based on The Example of TYPO3.
Austria: University of Applied Science
Kufstein.
Sugiyono. (2017). Penelitian Kuantitatif Kualitatif
dan R&D. Bandung: Alfabeta.
Tiffany Sutrisno, G., Surya Santoso, L., &
Nathania Tandjung, C. (n.d.-a). Bagaimana
Pengaruh Scarcity Promotion terhadap
Online Impulse Purchasing (Scarcity
Promotions Effect on Online Impulse
Purchasing).
Wang, C., & Zhang, P. (2012a). The Evolution of
Social Commerce : The People ,
Management , Technology , and
Information Dimensions The Evolution of
Social Commerce : The People ,
Management , Technology , and
Information Dimensions I .
INTRODUCTION II . A FRAMEWORK OF
PEOPLE , MANAGEM. Communications of
the Association for Information Systems,
31(5),105–127.
https://doi.org/10.17705/1CAIS.03105
Wang, C., & Zhang, P. (2012b). The Evolution of
Social Commerce: The People, Management,Technology, and Information Dimensions.
Communications of the Association for
Information Systems, 31.
Wu, Y., Xin, L., Li, D., Yu, J. and Guo,
J. (2020). How does scarcity promotion lead to
impulse purchase in the online market? A field
experiment. Information & Management,
58(1),103283.
https://doi.org/10.1016/j.im.2020. 103283
Zhang, Min, Qin, Fang, Wang, G. Alan, & Luo,
Cheng. (2020). The impact of live video
streaming on online purchase intention. The
Service Industries Journal, 40(9–10),
656–681
Published
2023-08-31
How to Cite
Widiyawati, R. A., & Patrikha, F. (2023). PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 152-164. https://doi.org/10.26740/jptn.v11n2.p152-164
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