DIGITAL MARKETING MODEL AND IMPULSIVE BUYING BEHAVIOR IN ONLINE PAY LATER SYSTEMS: A CASE STUDY IN THE MARKETPLACE

Indra Ade Irawan; Satria Yunas; Setiarini Setiarini

Authors

Indra Ade Irawan faculty Of Economics And Business Pancasila University, Jakarta Indonesia
Satria Yunas faculty Of Economics And Business Pancasila University, Jakarta Indonesia
Setiarini Setiarini faculty Of Economics And Business Pancasila University, Jakarta Indonesia

Keywords:

Digital Marketing, Impulsive, Buying Behavior, Online Pay Later

Abstract

The purpose of this study is to analyze and measure the effect of the Digital Marketing Model on the Online Pay Later System and analyze and measure the effect of Impulsive Buying Behavior on the Online Pay Later System. The population used in this study is the Online Pay Later System Users in the Depok City Region. The sampling technique in this study is the Convinience Sampling technique, data collection by distributing questionnaires to 150 respondents who are willing to fill out the questionnaire. The data that has been collected is processed by the method of multiple regression analysis. The results of this study indicate that the Digital Marketing Model has a significantly positive effect on the Online Pay later System, Impulsive Buying Behavior has a significantly positive effect on the Online Pay later System. The implication of this research is that online pay later system providers should provide more detailed information and understanding related to the advantages and risks as well as sanctions in the use of the online pay later system.

Downloads

Download data is not yet available.

References

N. M. M. Sihombing, N. E. Suryanto, M. Mahameru, M. R. Setiawan, E. Marsella, and M. Li, “Dampak penggunaan pinjaman online terhadap gaya hidup konsumtif mahasiswa Yogyakarta,” 2019.

E. Widanengsih and Yusuf, “Penerapan Model Technologi Acceptance Model Untuk Mengukur Adopsi Penggunaan Aplikasi Pembukuan Akuntansi Dan Keuangan Rumah Tangga,” J. Akunt. dan Manaj. Bisnis, vol. 2, no. 1, pp. 86–95, 2022.

T. Handayani and S. Sudiana, “Analisis Penerapan Model Utaut (Unified Theory of Acceptance and Use of Technology) Terhadap Perilaku Pengguna Sistem Informasi (Studi Kasus: Sistem Informasi Akademik Pada Sttnas Yogyakarta),” Angkasa J. Ilm. Bid. Teknol., vol. 7, no. 2, p. 165, 2017, doi: 10.28989/angkasa.v7i2.159.

F. A. Putri and S. S. Iriani, “Pengaruh Kepercayaan dan Kemudahan Terhadap Keputusan Pembelian Menggunakan Pinjaman Online Shopee Paylater,” J. Ilmu Manaj., vol. 8, no. 3, pp. 818–828, 2020.

F. Oktaviani and D. Rustandi, “Implementasi digital marketing dalam membangun brand awareness,” PRofesi Humas, vol. 3, no. 1, pp. 1–20, 2018.

R. Abdu and R. Hidayat, “Pengaruh Digital Marketing Terhadap Corporate Image Pada PT Ahm Di Kota Bandung Tahun 2017,” eProceedings Appl. Sci., vol. 4, no. 2, 2018.

B. Utami, “Pengaruh Nilai Belanja Hedonik terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Perantara (Studi Kasus pada Pelanggan di Ambarukmo Plaza Yogyakarta),” J. Manaj. Bisnis Indones., vol. 6, no. 1, pp. 11–22, 2017.

A. A. I. S. Kharisma and I. G. A. K. S. Ardani, “Pengaruh personality dan shop enjoyment terhadap impulse buying behavior yang dimediasi impulse buying tendency.” Udayana University, 2018.

A. E. Sari, “Analisis Faktor Yang Mempengaruhi Pembelian Spontan,” J. Sains Pemasar. Indones. (Indonesian J. Mark. Sci., vol. 13, no. 1, pp. 55–73, 2014.

F. N. Azizah and E. S. Indrawati, “Kontrol diri dan gaya hidup hedonis pada mahasiswa Fakultas Ekonomika dan Bisnis Universitas Diponegoro,” J. Empati, vol. 4, no. 4, pp. 156–162, 2015.

R. A. E. Wahyuni and B. E. Turisno, “Praktik Finansial Teknologi Ilegal Dalam Bentuk Pinjaman Online Ditinjau Dari Etika Bisnis,” J. Pembang. Huk. Indones., vol. 1, no. 3, pp. 379–391, 2019.

I. Ghozali and H. Latan, “Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris,” Semarang: Badan Penerbit UNDIP, 2015.

A. Suherman and Yusuf, “The effect of human agility, digital literature, curriculum and the role of the family on the interest of the millennial generation in entrepreneurship through capabilities as intervening variables,” J. Econ. Bus. Lett., vol. 1, no. 2, pp. 4–17, 2021.

R. N. Meilita, Y. N. Nasution, and M. N. Hayati, “Structural Equation Modelling Dengan Pendekatan Partial Least Square (Studi Kasus: Pengaruh Locus of Control, Self Efficacy, dan Lingkungan Kerja Terhadap Kinerja Karyawan Kaltim Post Samarinda),” Pros. Semin. Sains dan Teknol. FMIPA Unmul, vol. 1, no. 1, pp. 41–45, 2016.

I. Ghozali, Model Persamaan Struktural: Konsep dan Aplikasi dengan Program AMOS 22.0 Update Bayesian SEM. Semarang: Badan Penerbit Universitas Diponegoro, 2014.

I. Ayu, “Pengaruh gaya hidup, religiusitas, impulsif buying, hedonisme dan harga terhadap keputusan pembelian di online store media sosial dengan self control sebagai variabel intervening: studi pada mahasiswa Ekonomi Syariah Universitas Islam Negeri Sunan Ampel dan Ekonomi Islam Universitas Airlangga Surabaya.” UIN Sunan Ampel Surabaya, 2020.