Pengaruh Social Media Marketing, Mobile Marketing, dan Email Marketing Terhadap Impulsive Buying Behavior

Authors

  • Jeremie Wise Tambunan Program Studi Pendidikan Manajemen, Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Program Studi Pendidikan Manajemen, Universitas Trisakti , Indonesia
  • Kevin Al Kautsar Program Studi Pendidikan Manajemen, Universitas Trisakti , Indonesia
  • Raihan Andhika Dhiyaa Putranda Program Studi Pendidikan Manajemen, Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11240

Keywords:

Email Marketing, Impulsive Buying Behavior, Mobile Marketing, Social Media Marketing

Abstract

Penelitian ini bertujuan untuk menganalisis lebih dalam berbagai faktor yang dapat mempengaruhi impulsive buying behavior. Penelitian berfokus pada variabel independen yaitu social media marketing, mobile marketing, dan email marketing. Metodologi kuantitatif dan program SPSS digunakan untuk menganalisis data. Teknik purposive sampling digunakan untuk memilih sampel sebanyak 154 responden yang merupakan pengguna internet aktif dan pernah belanja online sebanyak tiga kali dalam enam bulan. Temuan menunjukkan bahwa social media marketing dan mobile marketing mempunyai pengaruh positif, sedangkan email marketing tidak. Untuk meningkatkan generalisasi penelitian di masa depan, disarankan untuk mengeksplorasi perilaku konsumen dalam belanja online di berbagai kelompok umur. Implikasi dari penelitian ini termasuk memperoleh wawasan tentang pendorong perilaku pembelian impulsif, meningkatkan strategi media sosial dan mengatasi kekhawatiran pelanggan terkait pemasaran email.

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Published

07-12-2023

How to Cite

Tambunan, J. W., Riorini, S. V., Kautsar, K. A., & Putranda, R. A. D. (2023). Pengaruh Social Media Marketing, Mobile Marketing, dan Email Marketing Terhadap Impulsive Buying Behavior. Jurnal Pendidikan Tambusai, 7(3), 27947–27955. https://doi.org/10.31004/jptam.v7i3.11240

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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