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PENGARUH PAYLATER PAYMENT METHOD DAN SALES PROMOTION TERHADAP IMPULSE BUYING PADA PENGGUNA BLIBLI SEGMEN FASHION DI KOTA SEMARANG

*Regina Natya Laksita  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Andi Wijayanto  -  Universitas Diponegoro, Indonesia
Widayanto Widayanto  -  Universitas Diponegoro, Indonesia
Open Access Copyright 2025 Author

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Abstract

Technological developments have a major impact on the business world, namely increasing market competition among e-commerce companies. Blibli as one of the major E-Commerce in Indonesia experienced a decrease in revenue from the previous year based on Blibli's Annual Report 2023. In addition, the amount of Total Processing Value (TPV) is also still far behind compared to other E-Commerce. This study aims to determine the effect of paylater payment method and sales promotion on impulse buying. This type of research is explanatory research, with non-probability sampling techniques and purposive sampling methods. The sample in this study used the lemeshow formula with a total of 97 respondents, consumers of Blibli fashion segment who have used paylater and Blibli promotions in Semarang City. The analysis technique in this study uses validity test, reliability test, correlation coefficient test, determination coefficient test, simple linear regression test, multiple linear test, and classical assumption test with the help of SPSS version 27 software. This study produces findings that show that the paylater payment method and sales promotion partially and simultaneously have a positive and significant effect on impulse buying in Blibli users. This study suggests increasing customer service responsiveness, simplifying procedures in the payment process, diversifying promos, and providing additional incentives such as free gifts for purchases within a certain period of time.

Keywords: Paylater Payment Method; Sales Promotion; Impulse Buying

Perkembangan teknologi berdampak besar pada dunia bisnis, yaitu meningkatkan persaingan pasar di antara perusahaan e-commerce. Blibli sebagai salah satu E-Commerce besar di Indonesia mengalami penurunan pendapatan dari tahun sebelumnya berdasarkan Annual Report Blibli 2023. Selain itu, jumlah Total Processing Value (TPV) nya juga masih tertinggal jauh dibandingkan E-Commerce lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh paylater payment method dan sales promotion terhadap impulse buying. Tipe penelitian ini adalah explanatory research, dengan teknik pengambilan sampel non-probability sampling dan metode purposive sampling. Sampel dalam penelitian ini menggunakan rumus lemeshow dengan jumlah 97 responden, konsumen Blibli segmen fashion yang pernah menggunakan paylater dan promosi Blibli di Kota Semarang. Teknik analisis dalam penelitian ini menggunakan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi linear sederhana, uji linear berganda, dan uji asumsi klasik dengan bantuan software SPSS versi 27. Penelitian ini menghasilkan temuan yang menunjukkan bahwa paylater payment method dan sales promotion secara parsial dan simultan berpengaruh secara positif dan signifikan terhadap impulse buying pada pengguna Blibli. Penelitian ini menyarankan untuk meningkatkan responsivitas customer service, menyederhanakan prosedur dalam proses pembayaran, melakukan diversifikasi promo, dan pemberian insentif tambahan seperti hadiah gratis untuk pembelian dalam jangka waktu tertentu.

Kata kunci: Paylater Payment Method; Sales Promotion; Impulse Buying

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Keywords: Paylater Payment Method; Sales Promotion; Impulse Buying

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