Pengaruh Product Browsing terhadap Pembelian Impulsif pada Produk Fashion di Ecommerce Shopee dengan Flash Sale sebagai Variabel Moderasi dalam Persepektif Bisnis Islam

Authors

  • Fatih Fuadi Universitas Islam Negeri Raden Intan Lampung
  • Heni Verawati Universitas Islam Negeri Raden Intan Lampung
  • Lita Aryani Universitas Islam Negeri Raden Intan Lampung

DOI:

https://doi.org/10.61132/nuansa.v2i3.1141

Keywords:

product browsing, impulse buying and flash sales

Abstract

In the rapidly growing era of digitalization, significant changes have occurred in consumer behavior, especially with the existence of e-commerce platforms and online marketing innovations. Today's consumers frequently browse for information about fashion products before making a purchase. Goals of the study to examine the impact of product searches on impulsive buys, Together with the relationship's moderating effect of flash sales, as well as sharia business perspective. Purposive sampling is a quantitative research method that is utilized. involving Shopee users in Bandar Lampung City. Data were collected using a Google Form-based questionnaire with a Likert scale. The findings indicated that the chance of making an impulsive purchase increased with the amount of time spent searching.. In addition, flash sales were shown to moderate this relationship, increasing impulse buying tendencies when found during browsing. These findings imply that the management of product browsing and flash sale offers needs to be considered in marketing strategies, taking into account the Shariah perspective to ensure fair and non-wasteful transactions.

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References

Buku:

Pahlefi, R. (2008). Ekonomi mikro Islam. (A. Alimin, Ed.). Sumatera Barat: STAN Batu Sangkar Press.

Syaparuddin, Dr. (2017). Ilmu ekonomi mikro Islam. (Jumriani, Ed.). Yogyakarta: Trust Media Publishing.

Yusanto, M. I., & Widjajakusuma, M. K. (2002). Menggagas bisnis Islam. Jakarta: Gema Insani Press.

Artikel Jurnal:

Anggraini, D., Azman, H. A., Hasanah, N. F., Febrian, H., & Sholihin, A. (2022). Pengaruh flash sale dan tagline ‘gratis ongkir’ Shopee terhadap impulsive buying secara online dengan Muslim self-control sebagai variabel moderating (Kajian perspektif ekonomi Islam). Jurnal Ilmiah Ekonomi Islam, 2(01), 734–749.

Ardiansyah, R., Salim, F., & Thalib, S. (2023). The effect analysis of hedonic motive and browsing on impulse buying through shopping lifestyle (Empirical study on Bad Fox Independent Clothing products). International Journal of Research and Innovation in Social Science (IJRISS), VII(2454), 1175–1189.

Herlina, H., Loisa, J., & Mulyana, T. M. S. (2021). Dampak flash sale countdown timer di marketplace online pada keputusan pembelian dengan minat beli sebagai intervening. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1), 11–17.

Muzammil, I. F. S., Utami, A. B., & Rista, K. (2023). Impulsive buying pada perempuan dewasa awal: Bagaimana peranan self-control? INNER: Journal of Psychological Research, 2(3), 385–394.

Perangin, J., & Romadlon, W. T. (2023). Pengaruh hedonic shopping motivation, quality of website, dan discount terhadap perilaku e-impulse buying dengan positive emotion sebagai variabel mediasi (Studi kasus pada konsumen Shopee). Journal of Management and Social Sciences, 2(1), 142–160.

Pratiwi, C., Ratnaningtyas, A., & Adhandayani, A. (2022). Keputusan pembelian produk fashion secara online ditinjau dari motivasi emosional konsumen dewasa awal. Jurnal Psikologi: Media Ilmiah Psikologi, 20(2), 35–44.

Sarumpaet, K. G., & Sudjiman, P. E. (2024). Pengaruh live streaming onlineshop dan layanan gratis ongkir terhadap minat keputusan pembelian produk fashion toko onlineshop Shopee. J-Innovative.Org, 4, 5101–5108.

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Published

2024-08-01

How to Cite

Fatih Fuadi, Heni Verawati, & Lita Aryani. (2024). Pengaruh Product Browsing terhadap Pembelian Impulsif pada Produk Fashion di Ecommerce Shopee dengan Flash Sale sebagai Variabel Moderasi dalam Persepektif Bisnis Islam. Jurnal Nuansa : Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 2(3), 174–187. https://doi.org/10.61132/nuansa.v2i3.1141

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