Pengaruh Tagline, Discount dan Viral Marketing terhadap Impulse Buying pada Pengguna Shopee di Lubuk Pakam

Abstract

Online shopping is a trend that is currently popular, so many e-commerce are present in Indonesia, such as Shopee. Shopee provides tagline, discount and viral marketing programs. This program has made Shopee one of the most popular e-commerce sites in Indonesia. With the message tagline "Free Shipping", discounts and viral marketing make consumers motivated to make impulse purchases or impulse buying. This study aims to determine and analyze the effect of taglines, discounts and viral marketing on impulse buying for shopee users in Lubuk Pakam. The influence of the tagline, discount and viral marketing will be analyzed partially and simultaneously on Impulse Buying. The form of research used in this research is quantitative research with an associative approach. Sampling was done through purposive sampling technique and used 100 respondents as a sample. The primary data used in this study were obtained by distributing questionnaires through the Google form while the secondary data was obtained through library research. The data analysis method used is validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing. The results of statistical data analysis showed that all items of this research instrument had valid and reliable results. In the classical assumption test, the regression model is multicollinearity free, there is no heteroscedasticity, and the data is normally distributed. In this study the order of the tagline variable (X1) had no significant effect on impulse buying, the discount variable (X2) had a significant effect on impulse buying, and the viral marketing variable (X3) had no significant effect on impulse buying but the tagline, discount and viral marketing variables together -same (simultaneously) affect impulse buying (Y). The coefficient of determination test shows that there is a fairly close relationship between tagline, discount and viral marketing on impulse buying with an R value of 0.703. Through the adjusted R square value, it is also known that the tagline, discount and viral marketing variables contribute 47.9% to the impulse buying variable while the remaining 52.1% is influenced by other variables not discussed in this study.