PENGARUH IKLAN DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF PADA MAHASISWA PRODI PENDIDIKAN EKONOMI UNIVERSITAS BHINNEKA PGRI PENGGUNA MARKETPLACE SHOPEE

Abstrak

Perkembangan teknologi digital telah mengubah perilaku konsumen dalam melakukan aktivitas belanja melalui marketplace. Shopee sebagai salah satu marketplace terbesar di Indonesia memanfaatkan berbagai strategi pemasaran, seperti iklan dan promosi penjualan, untuk menarik perhatian konsumen. Strategi tersebut berpotensi mendorong terjadinya pembelian impulsif, khususnya pada kalangan mahasiswa yang aktif menggunakan platform digital. Penelitian ini bertujuan untuk mengetahui: (1) pengaruh iklan terhadap pembelian impulsif, (2) pengaruh promosi penjualan terhadap pembelian impulsif, dan (3) pengaruh iklan dan promosi penjualan secara simultan terhadap pembelian impulsif pada mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI pengguna marketplace Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Populasi penelitian berjumlah 255 mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI pengguna marketplace Shopee. Sampel penelitian terdiri atas 81 responden yang ditentukan menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert. Analisis data menggunakan regresi linier berganda dengan bantuan IBM SPSS Statistics 27, yang meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial variabel iklan tidak berpengaruh signifikan terhadap pembelian impulsif dengan nilai signifikansi sebesar 0,475 > 0,05, sedangkan variabel promosi penjualan juga tidak berpengaruh signifikan terhadap pembelian impulsif dengan nilai signifikansi sebesar 0,233 > 0,05. Namun, secara simultan iklan dan promosi penjualan berpengaruh signifikan terhadap pembelian impulsif dengan nilai Fhitung sebesar 4,713 dan signifikansi 0,012 < 0,05. Nilai Adjusted R Square sebesar 0,084 menunjukkan bahwa iklan dan promosi penjualan secara bersama-sama mampu menjelaskan pembelian impulsif sebesar 8,4%, sedangkan sisanya sebesar 91,6% dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa iklan dan promosi penjualan secara individual belum mampu memengaruhi pembelian impulsif mahasiswa secara signifikan. Namun, ketika kedua variabel tersebut hadir secara bersamaan, keduanya mampu memberikan pengaruh yang signifikan terhadap pembelian impulsif. Dengan demikian, perilaku pembelian impulsif mahasiswa tidak dipengaruhi oleh satu strategi pemasaran secara terpisah, melainkan oleh kombinasi berbagai stimulus pemasaran yang diterima selama berbelanja melalui marketplace Shopee.

The rapid development of digital technology has transformed consumer behavior in online shopping through marketplace platforms. Shopee, as one of the largest marketplaces in Indonesia, employs various marketing strategies, including advertising and sales promotion, to attract consumers' attention. These strategies have the potential to encourage impulse buying behavior, particularly among university students who actively use digital platforms. This study aims to examine: (1) the effect of advertising on impulse buying, (2) the effect of sales promotion on impulse buying, and (3) the simultaneous effect of advertising and sales promotion on impulse buying among students of the Economic Education Study Program at Universitas Bhinneka PGRI who use the Shopee marketplace. This study employed a quantitative approach with a causal associative research design. The research population consisted of 255 students of the Economic Education Study Program at Universitas Bhinneka PGRI who use the Shopee marketplace. A total of 81 respondents were selected as the research sample using a purposive sampling technique. Data were collected through a questionnaire based on a Likert scale. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27, including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis.The results of the study indicate that, partially, advertising has no significant effect on impulse buying, with a significance value of 0.475 > 0.05. Likewise, sales promotion has no significant effect on impulse buying, with a significance value of 0.233 > 0.05. However, advertising and sales promotion simultaneously have a significant effect on impulse buying, as indicated by an F-value of 4.713 and a significance value of 0.012 < 0.05. Furthermore, the Adjusted R Square value of 0.084 indicates that advertising and sales promotion jointly explain 8.4% of the variance in impulse buying behavior, while the remaining 91.6% is influenced by other factors beyond the scope of this study.Based on these findings, it can be concluded that advertising and sales promotion, when examined individually, do not significantly influence students' impulse buying behavior. However, when both variables are considered simultaneously, they have a significant effect on impulse buying. Therefore, students' impulse buying behavior is not driven by a single marketing strategy, but rather by the combination of various marketing stimuli encountered while shopping through the Shopee marketplace.