PENGARUH CONTENT MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM), DAN PRICE DISCOUNT APLIKASI SHOPEE TERHADAP IMPULSE BUYING PRODUK FASHION JINISO PADA GENERASI Z DI KOTA SURABAYA
Keywords:
Content marketing, Electronic word of mouth, Price discounts, Impulsive Buying
Abstract
The development of information technology encourages progress in various innovations. One form of this innovation is the creation of e-commerce. JINISO is a business actor operating in the fashion sector using Shopee e-commerce as a promotional and sales medium. The aim of this research is to analyze the influence of content marketing, electronic word of mouth and price discounts on impulse buying of JINISO fashion products among generation Z in the city of Surabaya. Respondents in this study were generation Z from Surabaya City, born in 1997 - 2012, who had impulse bought JINISO fashion products at Shopee. The sampling technique uses purposive sampling with the data collection technique using a questionnaire distributed online using Google Form. The data analysis method uses the PLSSEM method using SmartPLS 4 software. The results of this research show that content marketing, electronic word of mouth, and price discounts have a positive effect on impulse buying of fashion products in generation Z in the city of Surabaya, both partially and simultaneously.
Keywords: Content marketing, Electronic word of mouth, Price discounts, Impulsive Buying
References
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Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal Of Administrative Sciences, 27(1), 5–23. Https://Doi.Org/10.1002/Cjas.129
Hajar, S., Lalu, ;, Mulyono, E. H., Handry, ;, & Athar, S. (2023). The Influence Of Shopaholic Behavior, Content marketing, And Self Reward On Impulse Buying In E-commerce Users Among Millenial Consumers In Indonesia. In International Journal Of Innovative Science And Research Technology (Vol. 8, Issue 11). Www.Ijisrt.Com77
Hasanah, F., & Sudarwanto, T. (2023). Pengaruh Content marketing Dan Electronic Word Of Mouth (E-Wom) Aplikasi Tiktok Terhadap Impulse Buying Produk Fashion Pada Generasi Z Di Kota Surabaya. Jurnal Ilmiah Wahana Pendidikan,9(21),348–360. Https://Doi.Org/10.5281/Zenodo.10077108
Indriawan, B. M., & Santoso, I. H. (2023). Pengaruh Sales Promotion, Content marketing, Dan Shopping Lifestyle Content Creator Tiktok Terhadap Keputusan Impulse Buying Pada E-commerce Shopee. Jurnal Ekombis Review, 11(1),905–914. Https://Doi.Org/10.37676/Ekombis.V11i1
Inews.id, (2024). Profil JINISO. https://www.inews.id/finance/bisnis/siapa-pemilik-jiniso-produk-jeans-lokal-yang-tengah-naik-daun
Khotimah, I., & Sulistyowati, R. (2022). Pengaruh Electronic Word Of Mouth (Ewom) Di Media Sosial Terhadap Minat Dan Keputusan Berkunjung Di Surabaya (Studi Pada Wisatawan Yang Pernah Mengunjungi Wisata Sejarah Surabaya).
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th Ed.). Pearson.
Kusnanto, D., Achmadtyar Fazrul Haq, A., Sandrian Fahmi, I., & Ekonomi Dan Bisnis Universitas Singaperbangsa,
F. (2020). Pengaruh Potongan Harga Terhadap Pembelian Impulsif Pada Pengguna Aplikasi Grab (Grabfood). JURNAL MANAJEMEN, 12(1), 1–9. Http://Journal.Feb.Unmul.Ac.Id/Index.Php/JURNALMANAJEMEN
Milhinhos, P. R. V. (2015). “The Impact Of Content Marketing On Attitudes And Purchase Intentions Of Online Shoppers: The Case Of Videos & Tutorials And User-Generated Content” Patricia Raquel Vasques Milhinhos Rio
De Janeiro-2015 Dissertação Apresentada À Escola Brasileira De Administração Pública E De Empresas Para Obtenção Do Grau De Mestre.
Pandrianto, N., & Genep Sukendro, G. (2018). Analisis Strategi Pesan Content marketing Untuk Mempertahankan Brand Engagement. Jurnal Komunikasi, 10(2).
Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen & Strategi Pemasaran (9th Ed.). Salemba Empat.
Pratama, V., Agung Nugroho, A., & Yusnita, M. (2023). Pengaruh Hedonic Shopping Motives Dan Social Media Product Browsing Terhadap Online Impulse Buying Produk Fashion Pada Gen-Z Di Pangkalpinang. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(5),1057–1074. Https://Doi.Org/10.54443/Sinomika.V1i5.563
Salzabila Artamevia, O., Setyariningsih, E., & Utami, B. (2022). Pengaruh Price Discount Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada E-commerce (Studi Kasus Pada Konsumen Shopee Di Wilayah Mojokerto). In JCI Jurnal Cakrawala Ilmiah (Vol. 1, Issue 11). http://bajangjournal.com/index.php/JCI
Shimp, T. A., & Andrews, J. C. (2013). Advertising Promotion And Other Aspects Of Integrated Marketing Communications (9th Ed.). Cengage Learning.
Shopee.co.id, (2024). Keunggulan Shopee. https://careers.shopee.co.id/about
Surabayakota.bps.co.id, (2024). Kota Surabaya Dalam Angka 2024. https://surabayakota.bps.go.id/publication/2024/02/28/38c76de6074beea6951be69e/kota-surabaya-dalam-angka-2024.html
Susilawati, E., & Wahdiniwaty, R. (2017). Pengaruh Kepribadian Dan Harga Terhadap Impulse Buying Pada Produk Novel Di Toko Buku Bandung Book Center Wilayah Bandung. Jurnal Ilmiah Magister Management UNIKOM, Vol. 01 No.01.
Sutisna. (2012). Perilaku Konsumen Dan Komunikasi Pemasaran (2nd Ed.). Remaja Rosdakarya.
Thamara, F., Dandi, F., Maulida, I., & Sanjaya, V. F. (2020). Effect Of Price Discount, Instore Display, And Promotion On Impulse Buying. In Journal Of Islamic Economic Scholar (Vol. 1, Issue 3).
Utami, W. N., & Juanda, T. A. (2022). The Effect Of Price Discount And Electronic Word Of Mouth On Impulse Buying At Marketplace Shopee (Study On Students Of Universitas Indonesia Membangun Bandung). Journal Of Business And Management Inaba.
Wulandari, T. A., Insan, M. I., & Sudrajat, A. (2021). Pengaruh Electronic Word Of Mouth Dan Potongan Harga Terhadap Pembelian Impulsif Produk Skincare. Jurnal Ilmu Manajemen, 9(3).
Published
2024-08-31
How to Cite
Sari, V., & Rafida, V. (2024). PENGARUH CONTENT MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM), DAN PRICE DISCOUNT APLIKASI SHOPEE TERHADAP IMPULSE BUYING PRODUK FASHION JINISO PADA GENERASI Z DI KOTA SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 187-195. https://doi.org/10.26740/jptn.v12n2.p187-195
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