PERAN RELIGIUSITAS SEBAGAI PEMODERASI HUBUNGAN DISKON DENGAN IMPULSE BUYING
Keywords:
Diskon, impulse buying, moderasi, religiusitas.
Diskon, impulse buying, moderasi, religiusitas.
Abstract
Persaingan bisnis sekarang ini semakin meningkat. Perubahan diperkirakan terjadi pada pola kehidupan masyarakat. Salah satu keunggulan dalam persaingan pada bisnis adalah diskon yang dapat menciptakan tindakan pembelian yang dilakukan oleh konsumen. Tujuan dari penelitian ini adalah untuk mengetahui peran religiusitas pada hubungan diskon dengan impulse buying. Metode yang digunakan untuk penelitian ini adalah penelitian kuantitatif. Pengolah data yang digunakan adalah Partial Least square (PLS) 3.2.0 version dan microsoft excel 2013. Sample pada penelitian ini sejumlah 100 responden yang berasal dari 3 fakultas yang ada di UMPP. Hasil penelitian ini menunjukkan bahwa diskon tidak mempengaruhi seseorang untuk melakukan pembelian yang tidak direncanakan. Religisuitas mempengaruhi seseorang untuk melakukan pembelian impulsif. Sedangkan religiusitas diketahui tidak memperlemah ataupun memperkuat hubungan diskon terhadap impulse buying.
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References
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Artana, I. P., Wisesa, I. G., Setiawan, I. K., Utami, N. L., Yasa, N. N., & Jatra, M. (2019). PENGARUH STORE ATMOSPHERE, DISPLAY PRODUCT, DAN PRICE DISCOUNTTERHADAP IMPULSE BUYING (Studi kasus pada Indomaret di kota Denpasar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana 8.4(2019), 369-394.
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Badgaiyan, Verma, & Dixit. (2016). Impulse Buying Tendendy: Measuring Important Relationship with a New Perspective and an Indigenous Scale. IIMB Management Review, 186-199.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches, 4 Edition. London: Sage.
Dessyaningrum, C., Samsir, & Efni, Y. (2020). PENGARUH KUALITAS MOBILE, HARGA, DAN KUALITAS PRODUK DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL MODERASI TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Tepak Manajemen Bisnis Vol. XII. No. 3, 439-459.
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Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square. Yogyakarta: Andi.
Sinaga, O. S., Irianto, H., & Widiyanti, E. (2017). PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (STUDI PADA KONSUMEN RUMAH TEH NDORO DONKER KEMUNING). AGRISTA : Vol. 5 No. 1 Maret 2017, 79-88.
Susanti, L., Kurniati, P., & Dewi, A. Y. (2022). Openness Muhammadiyah terhadap Pemimpin Wanita di AUM Kota Pekalongan. Sentralisasi Vol. 11 No. 3, 169-179.
Syahrivar, J., & Ardianto, R. (2016). The Impact Of Credit Card, Shopping Discount, Promotion Approach, And Store Layout Towards Impulse Buying Behavior. Imperial Journal of Interdiciplinary Research (IJIR) Vol-2, Issue-11, 2016, 865-870.
Tjiptono, F. (2008). Strategi Pemasaran, Edisi III. Yogyakarta: Andi Offset.
Verplanken, & Sato. (2011). The Psychology of Impulse Buying: an Integrative Self-Regulation Aproach. Journal of Consumer Policy 34, 197-210.
Waani, R., & Tumbuan, W. (2015). THE INFLUENCE OF PRICE DISCOUNT, BONUS PACK, AND IN-STORE DISPLAY ON IMPULSE BUYING DECISION IN HYPERMART KAIRAGI MANADO. Jurnal EMBA, 420-428.
Wilkes, Burnett, & Howell. (1986). On the Meaning and Measurement of Religiosity in Consumer Research. Journal of the Academy of Marketing Science, 47-56.
Worthington, Wade, Hight, McCullough, Berry, Rpley, . . . Bursley. (2003). The Religious Commitment Inventory-10: Development, Refinement and Validation of a Brief Sclae for Research and Counseling. Journal of Counceling Psychology, 84-96.
Alam, S. S., Mohd, R., & Hisham, B. (2011). Is religiosity an important determinant on Muslim consumer behaviour in Malaysia? Journal of Islamic Marketing Vol. 2 No. 1, 83-96.
Arifianti, R. (2015). Pengaruh promosi penjualan terhadap impulse buying pada hypermarket di kota Bandung. Jurnal ASM Ariyanti Vol 5.
Artana, I. P., Wisesa, I. G., Setiawan, I. K., Utami, N. L., Yasa, N. N., & Jatra, M. (2019). PENGARUH STORE ATMOSPHERE, DISPLAY PRODUCT, DAN PRICE DISCOUNTTERHADAP IMPULSE BUYING (Studi kasus pada Indomaret di kota Denpasar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana 8.4(2019), 369-394.
Bachleda, C., & Hamelin, N. (2014). Does Religiosity Impact Moroccan Muslim Women CLothing Choice? Journal of Islamic Marketing 5(2).
Badgaiyan, Verma, & Dixit. (2016). Impulse Buying Tendendy: Measuring Important Relationship with a New Perspective and an Indigenous Scale. IIMB Management Review, 186-199.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches, 4 Edition. London: Sage.
Dessyaningrum, C., Samsir, & Efni, Y. (2020). PENGARUH KUALITAS MOBILE, HARGA, DAN KUALITAS PRODUK DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL MODERASI TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Tepak Manajemen Bisnis Vol. XII. No. 3, 439-459.
Fatahillah, I. A. (2013). IMPLEMENTASI KONSEP ETIKA DALAM KONSUMSI PERSPEKTIF EKONOMI ISLAM. Hukum Islam, Vol. XIII No. 1 Nopember 2013, 154-169.
Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Square Edisi Kedua. Semarang: Badan Penerbit Universitas Diponegoro.
Hendriyani, L. (2007). Inovasi Program Promosi Untuk Sales. Jakarta: Marketing.
Hirschman. (1983). Religious Affiliation and Consumption Processes: An Initial Paradigm, in J. N. Sheth (ed.). Research in Marketing, 131-170.
Hoetoro, A., & Hannaf, M. S. (2019). The Relationship between Religiosity, Self-Interest and Impulse Buying: an Islamic Perspective. IQTISHADIA, 41-57.
Machali, M. M., Abdullah, R., & Razak, L. A. (2014). THE EFFECT OF RELIGIOSITY ON PURCHASE DECISION TOWARDS HALAL FOODS WITH AWARENESS AS INTERVENING VARIABLE. https://www.researchgate.net/publication/288701861.
Mahalakshmi, P., & Kathiaravan, C. (2019). EXPLORING THE IMPULSE BUYING BEHAVIOUR OF E-RETAIL BUSINESS ENVIRONMENT IN CURRENT SCENARIO. https://www.researchgate.net/publication/332697340, 141-146.
Mathai, & Haridas. (2014). Personality-its impact on impulse buying behaviour among the retail customers in Kochin City. IOSR Journal of Business and Management Volume 16 issue 4, 48-55.
Maymand, M. M., & Mustofa, A. (2011). Impulse Buying: the role of store environmental stimulation and situational factors (an empirical investigation). African journal of business management, 5(34), 13057-13065.
Melina, & Kadafi, M. A. (2017). Pengaruh price discount dan in-store display terhadap impulse buying. Forum Ekonomi Volume 19 (2), 201-209.
Nielsen. (2007). Survei of Consumer Behaviour and Perception Toward Modern Retail and Traditional Trade Channels. Jakarta: Departemen Perdagangan Indonesia.
Nugrahawati, E. (2014). Hubungan antara Religiusitas dengan Impulse Buying pada Mahasiswa Fakultas Kedokteran Universitas Islam Bandung. SnaPP 2014Unisba, ISSN 2089-3590, Vol. 4 No. 1, 209-216.
Putri, Y. T., & Edwar, M. (2015). Pengaruh Bonus Pack dan Price Discount Terhadap Impulse Buying Pada Konsumen Giant Hypermarket Diponegoro Surabaya. Surabaya.
Qardhawi, Y. (1993). Malamih al-Mujtama allazi Nansyduhu. Kairo: Maktabah Wahbahal.
Rozana, A., Nugrahawati, E. N., & Dwarawanti, D. (2016). STUDI KORELASI POLA ASUH, RELIGIUSITAS DENGAN IMPULSE BUYING PADA MAHASISWA UNIVERSITAS ISLAM BANDUNG. Psympathic, Jurnal Ilmiah Psikologi Desember 2016, Vol. 3, No. 2, 235-248.
Rozana, A., Nugrahawati, N. E., & Dwarawati, D. (2016). Studi Korelasi Pola Asuh, Religiusitas dengan Impulse Buying pada Mahasiswa Universitas Islam Bandung. Psympathic, Jurnal Ilmiah Psikologi, 235-248.
Samarin, & Moniri. (2012). Investigating Factors Influencing Impulsive Buying: Consumer and Nondurable Goods Case. International Journal of Management Perspective. Vol.1, No.3 , 91-105.
Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square. Yogyakarta: Andi.
Sinaga, O. S., Irianto, H., & Widiyanti, E. (2017). PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (STUDI PADA KONSUMEN RUMAH TEH NDORO DONKER KEMUNING). AGRISTA : Vol. 5 No. 1 Maret 2017, 79-88.
Susanti, L., Kurniati, P., & Dewi, A. Y. (2022). Openness Muhammadiyah terhadap Pemimpin Wanita di AUM Kota Pekalongan. Sentralisasi Vol. 11 No. 3, 169-179.
Syahrivar, J., & Ardianto, R. (2016). The Impact Of Credit Card, Shopping Discount, Promotion Approach, And Store Layout Towards Impulse Buying Behavior. Imperial Journal of Interdiciplinary Research (IJIR) Vol-2, Issue-11, 2016, 865-870.
Tjiptono, F. (2008). Strategi Pemasaran, Edisi III. Yogyakarta: Andi Offset.
Verplanken, & Sato. (2011). The Psychology of Impulse Buying: an Integrative Self-Regulation Aproach. Journal of Consumer Policy 34, 197-210.
Waani, R., & Tumbuan, W. (2015). THE INFLUENCE OF PRICE DISCOUNT, BONUS PACK, AND IN-STORE DISPLAY ON IMPULSE BUYING DECISION IN HYPERMART KAIRAGI MANADO. Jurnal EMBA, 420-428.
Wilkes, Burnett, & Howell. (1986). On the Meaning and Measurement of Religiosity in Consumer Research. Journal of the Academy of Marketing Science, 47-56.
Worthington, Wade, Hight, McCullough, Berry, Rpley, . . . Bursley. (2003). The Religious Commitment Inventory-10: Development, Refinement and Validation of a Brief Sclae for Research and Counseling. Journal of Counceling Psychology, 84-96.
Published
2022-09-30
How to Cite
SusantiL., PurwantoT. and KurniatiP. (2022) “PERAN RELIGIUSITAS SEBAGAI PEMODERASI HUBUNGAN DISKON DENGAN IMPULSE BUYING”, Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ, 9(3), pp. 221-230. doi: https://doi.org/10.32699/ppkm.v9i3.3265.
Section
Penelitian
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