The effect of viral marketing,promotions and flash sales on the purchase intention online shopping z generation in marketplace tiktok shop
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Feb 28, 2023
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Abstract
This study aims to examine the effect of viral marketing, promotion and flash sale variables on purchase intentions in the Tiktok shop marketplace. The analytical method used is quantitative analysis by conducting a survey using the Google form which has been distributed to 104 respondents with generation z consumers who use the TikTok shop application as the object of this study. testing in this study used the help of the SPSS 23 analysis tool. The results of the study showed that the influence of the viral marketing variable (X1) did not have a significant effect on purchase intention (Y) because the significant value was 0.069> 0.05 and tcount 1.838 <ttable 1.984. while the promotion variable (X2) and flash sale variable (X3) have a significant effect on purchase intention (Y), this is evidenced by the promotion variable (X2) obtaining a significant value of 0.000 <0.05 and tcount 6.364>t table 1.984 and the flash sale variable (X3) obtained a significant value of 0.002 <0.05 and tcount 3.253> ttable 1.984. but the variable viral marketing (X1), promotion (X2) and flash sale (X3) have a positive and significant effect simultaneously on the variable purchase intention (Y).
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How to Cite
Mustikasari, Suhardi M. Anwar, & Andi Rizkiyah Hasbi. (2023). The effect of viral marketing,promotions and flash sales on the purchase intention online shopping z generation in marketplace tiktok shop. Enrichment : Journal of Management, 12(6), 4841-4848. https://doi.org/10.35335/enrichment.v12i6.1058
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Aditia, A., Komara, A. T., Roslina, N. Y., & Jatmika, L. (2021). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen. Acman: Accounting and Management Journal, 1(2), 104–114. https://doi.org/10.55208/aj.v1i2.25
Arista, D., & Sri, R. (2011). Analisis Pengaruh Iklan, dan Citra Merek terhadap Minat Beli Konsumen. Aset, 13(1), 37–45.
Cervi, L. (2021). Tik Tok and generation Z. Theatre, Dance and Performance Training, 12(2), 198–204. https://doi.org/10.1080/19443927.2021.1915617
Djafarova, E., & Bowes, T. (2021). “Instagram made Me buy it”: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59(xxxx), 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Evan Saktiendi, Septi Herawati, Lince Afri Yenny, & Amelia Wahyu Agusti. (2022). Pengaruh Viral Marketing, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian MS Glow di Bumi Indah Kabupaten Tangerang. Formosa Journal of Multidisciplinary Research, 1(2), 197–210. https://doi.org/10.55927/fjmr.v1i2.524
Fard, M. H. (2020). Viral marketing and purchase intentions of mobile applications users. International Journal of Emerging Markets, 15(2), 287–301.
Haya, A. F., & Desyantama, H. (2022). Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory. Jurnal Manajemen Dan Bisnis (JMB), 13(1), 99–108. http://jurnal.umitra.ac.id/index.php/JMB/article/view/741/0
Kasiram, M., & Idris, M. (2010). Metodologi Penelitian Kuantitatif Kualitatif. 1–427. https://opac.perpusnas.go.id/DetailOpac.aspx?id=172933
Kunja, S. R., & GVRK, A. (2020). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245–269. https://doi.org/10.1108/MRR-04-2017-0128
Kusumasari, I. R. (2022). Pengaruh Flash Sale, Diskon, Dan Subsidi Gratis Ongkir.
Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48(July), 101073. https://doi.org/10.1016/j.elerap.2021.101073
Liu, X. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103409
Maharani, N. P. J., Hoediansyah, M. E., Salsabilla, Y., & Siswantoro, M. F. (2022). Analisis Perilaku Mahasiswa dalam Melakukan Belanja Online melalui Aplikasi TikTok Menggunakan Theory of Planned Behavior. Prosiding Seminar Nasional Teknologi Dan Sistem Informasi (SITASI), September, 10–11.
Manajemen, S. N., Akuntasi, E., Ekonomi, F., Kediri, U. N. P., Nusantara, U., Kediri, P., Kh, J., Dahlan, A., Mojoroto, K., & Kediri, K. (2022). Pembelian Produk Scarlett Whitening Dalam Aplikasi Tiktok Shop. Seminar Nasional Manajemen, Ekonomi Dan Akuntasi Fakultas Ekonomi Dan Bisnis UNP Kediri PENGARUH, 6(1), 529–538.
Naharul, T. S., Citaningtyas, D., & Kadi, A. (2022). Peran Kepercayaan Sebgai Mediasi Pada Pengaruh Kualitas Layanan Dan Kualitas Website Terhadap Niat Pembelian Tiktok Shop Di Madiun. Simba, September 2022.
Pusvitasari, Y. R. (2022). Analisis Penggunaan Fitur TikTok Shop Pada Perilaku Konsumtif Mahasiswa Fakultas Dakwan IAIN Salatiga. 1. http://e-repository.perpus.iainsalatiga.ac.id/14705/
Santini, F. de O., Ladeira, W. J., Sampaio, C. H., & Boeira, J. P. (2020). The Effects of Sales Promotions on Mobile Banking a Cross-Cultural Study. Journal of Promotion Management, 26(3), 350–371. https://doi.org/10.1080/10496491.2019.1699622
Simanjorang, R., & Nawawi, Z. M. (2022). The Role Of Social Media Tiktok In Increasing The Interest In Entrepreneurship In The Millenial Generation. Journal of Business, Social and Technology (Bustechno), 3(1), 10–13. https://doi.org/10.46799/jbt.v3i1.64
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52(November 2018), 101887. https://doi.org/10.1016/j.jretconser.2019.101887
SM, A., Lubis, A., & Sabrina, H. (2020). PENGARUH LOYALITAS DAN INTEGRITAS TERHADAP KEBIJAKAN PIMPINAN DI PT . QUANTUM Fakultas Ekonomi dan Bisnis Universitas Medan Area. Ekonomi Dan Bisnis, 2–18.
Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Jurnal Lentera Bisnis, 6(1), 85. https://doi.org/10.34127/jrlab.v6i1.169
Tusanputri, A. V., & Amron. (2021). Pengaruh iklan dan program gratis ongkir terhadap keputusan pembelian pada platform e-commerce Tiktok shop. Journal FEB UNMUL, Vol 23(No 4), hlm. 632–639. https://journal.feb.unmul.ac.id/index.php/FORUMEKONOMIPengaruh
Ventre, I. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Vieira, J., Frade, R., Ascenso, R., Prates, I., & Martinho, F. (2020). Generation Z and key-factors on E-commerce: A study on the Portuguese tourism sector. Administrative Sciences, 10(4). https://doi.org/10.3390/admsci10040103
Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery.” Jurnal Manajemen Dan Bisnis Indonesia, 4(1), 63–70. https://doi.org/10.32528/jmbi.v4i1.1716