Pengaruh Citra Merek, Potongan Harga dan Kontrol Diri terhadap Pembelian Impulsif pada Produk Scarlett (Studi Kasus pada Followers @Scarlett Whitening Official Shop di Shopee)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Author
Putri, Depita Mardiana
Subject
Manajemen Pemasaran
Datestamp
2024-08-20 02:44:03
Abstract :
This research aims to determine the influence of brand image, price discounts and self-control on impulsive purchases of Scarlett products on Shopee. The population in this study were followers of @Scarlett whitening official shop on Shopee. The total population in the study was 5.3 million while the sample size was 100 respondents. The sampling technique uses purposive sampling using respondent criteria, namely respondent age 15-35 years, respondents who have become followers of Shopee @Scarlett whitening official shop, and have purchased Scarlett products at least once. Data processing uses the SPSS ver. 26. The results of the partial test research (t test) show that brand image and price discounts have a positive and significant effect on impulsive purchases of Scarlett products at Shopee, while self-control has a negative and significant effect on impulse purchases of Scarlett products at Shopee. In the partial test, the independent variable that dominantly influences impulse buying is brand image because it has the largest beta value, namely 0.467 and a significance value of 0.000 which is smaller than 0.05. Simultaneous test results (f test) show that brand image, price discounts and self-control simultaneously influence impulse purchases of Scarlett products on Shopee.
This research aims to determine the influence of brand image, price discounts and self-control on impulsive purchases of Scarlett products on Shopee. The population in this study were followers of @Scarlett whitening official shop on Shopee. The total population in the study was 5.3 million while the sample size was 100 respondents. The sampling technique uses purposive sampling using respondent criteria, namely respondent age 15-35 years, respondents who have become followers of Shopee @Scarlett whitening official shop, and have purchased Scarlett products at least once. Data processing uses the SPSS ver. 26. The results of the partial test research (t test) show that brand image and price discounts have a positive and significant effect on impulsive purchases of Scarlett products at Shopee, while self-control has a negative and significant effect on impulse purchases of Scarlett products at Shopee. In the partial test, the independent variable that dominantly influences impulse buying is brand image because it has the largest beta value, namely 0.467 and a significance value of 0.000 which is smaller than 0.05. Simultaneous test results (f test) show that brand image, price discounts and self-control simultaneously influence impulse purchases of Scarlett products on Shopee.
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