PENGARUH MOBILE APP DESIGN, MARKETING STIMULUS, PRICE SENSITIVITY TERHADAP IMPULSIVE BUYING BEHAVIOR PADA PENGGUNA PLATFORM TOKOPEDIA DENGAN PERCEPTION OF CHEAPNESS SEBAGAI VARIABEL MEDIASI

FARHAN AKMAL TARUNA, . (2025) PENGARUH MOBILE APP DESIGN, MARKETING STIMULUS, PRICE SENSITIVITY TERHADAP IMPULSIVE BUYING BEHAVIOR PADA PENGGUNA PLATFORM TOKOPEDIA DENGAN PERCEPTION OF CHEAPNESS SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh mobile app design, marketing stimulus, price sensitivity terhadap impulsive buying pada pengguna platform Tokopedia dengan perception of cheapness sebagai variabel mediasi. Pengujian ini menggunakan metode kuantitatif, jenis pengumpulan data yang yang digunakan di penelitian ini adalah data primer dengan cara link kuesioner yang disebar melalui platform Whatsapp dan Instagram serta penelitian ini adalah masyarakat pengguna aplikasi Tokopedia dengan rentang usia dari 20 tahun – 55 tahun yang tinggal di DKI Jakarta dengan jumlah sampel sebanyak 160 responden. Teknis analisis data menggunakan aplikasi SmartPLS 3.0 dengan hasil penelitian bahwa mobile app design berpengaruh positif dan signifikan terhadap perception of cheapness, marketing stimulus berpengaruh positif dan signifikan terhadap perception of cheapness, price sensitivity berpengaruh positif dan signifikan dengan perception of cheapness, perception of cheapness berpengaruh positif dan signifikan terhadap impulsive buying, mobile app design berpengaruh positif dan signifikan terhadap impulsive buying, marketing stimulus berpengaruh positif dan signifikan terhadap impulsive buying, dan price sensitivity berpengaruh signifikan positif dan signifikan terhadap impulsive buying. Kata Kunci : Mobile App Design, Marketing Stimulus, Price Sensitivity, Perception of Cheapness, & Impulsive Buying ***** This study aims to analyze the influence of mobile app design, marketing stimulus, and price sensitivity on impulsive buying behavior among Tokopedia platform users, with perception of cheapness as a mediating variable. The research adopts a quantitative method, utilizing primary data collected through an online questionnaire distributed via WhatsApp and Instagram. The respondents of this study consist of Tokopedia app users aged 20 to 55 years residing in Jakarta, with a sample size of 160 respondents. Data analysis was conducted using SmartPLS 3.0, and the study findings reveal the following: mobile app design has a positive and significant effect on perception of cheapness; marketing stimulus has a positive and significant effect on perception of cheapness; price sensitivity has a positive and significant effect on perception of cheapness; perception of cheapness positively and significantly influences impulsive buying; mobile app design has a positive and significant effect on impulsive buying; marketing stimulus has a positive and significant effect on impulsive buying; and price sensitivity has a positive and significant effect on impulsive buying. Keywords: Mobile App Design, Marketing Stimulus, Price Sensitivity, Perception of Cheapness, & Impulsive Buying

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Adnan Kasofi, S.Pd., MBA
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Users 25988 not found.
Date Deposited:	28 Feb 2025 08:59
Last Modified:	28 Feb 2025 08:59
URI:	http://repository.unj.ac.id/id/eprint/53924

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