Uniqlo Flash Sale: Marketing Strategy to Increase Purchase Intention
DOI:
https://doi.org/10.51903/kompak.v17i1.1798Kata Kunci:
Search Engine Optimization, Online Advertising, Time Pressure, Purchase IntentionAbstrak
This research purpose to determine the influence of Search Engine Optimization, Online Advertising and Time Pressure on Purchase Intentiom at the Uniqlo Flash Sale. This research uses quantitative methods with a descriptive approach. The sampling technique used was purposive sampling with a total of 96 respondents. Data collection techniques by distributing questionnaires. The data analysis technique uses Partial Least Square (PLS) using the Smart-PLS Version 3.0 program. The results of this research show that there is an effect of Search Engine Optimization on Purchase Intention. Online Advertising also has an effect Purchase Intention. Meanwhile, Time Pressure has no effect on Purchase Intention.
Referensi
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2. Vakeel KA, Sivakumar K, Jayasimha KR, Dey S. Service failures after online flash sales: role of deal proneness, attribution, and emotion. J Serv Manag. 2018;29(2):253–76.
3. Peng L, Zhang W, Wang X, Liang S. Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Inf Manag [Internet]. 2019;56(2):317–28. Available from: https://doi.org/10.1016/j.im.2018.11.007
4. Karuppiah G. an Empirical Study on the Impact of Digital Marketing on Purchase Intention Among Teenagers in. J Emerg Technol Innov Res. 2020;7(2):157–63.
5. Hayaty M, Meylasari D. Implementasi Website Berbasis Search Engine Optimization. J Inform. 2018;5(2):674–8.
6. Hatta H, Khairunnisa S. Pengaruh Efektivitas Iklan Online Terhadap Minat Beli Pelanggan Bukalapak. J Entrep Manag Ind. 2020;3(1):1–5.
7. Haloho FJ, Parahyanti E. Personalized Online Advertisements as A Means of Enhancing Purchase Intention:The Mediating Effect of Advertising Value. Psikodimensia. 2020;19(2):156.
8. Taufik AMI. Pengaruh persepsi harga, keterlibatan produk, dan tekanan waktu terhadap minat beli flash sale di Shopee. Pros 11th Ind Res Work Natl Semin. 2020;hlm. 1022-1029.
9. Kotler, P., Keller KL. Manajemen Pemasaran (edisi ke-13, jilid 1). 2020;
10. Maulana I. Peran Penggunaan Search Engine Optimization Dan Media Sosial Sebagai Media Promosi Dalam Meningkatkan Minat Beli E-Commerce Elevenia Pada Mahasiswa Kabupaten Purwakarta. Eqien - J Ekon dan Bisnis. 2022;9(2):12–8.
11. Citra Melati Khairunnisa, Suharyanto, Taufik Ariyanto. Analisis Media Sosial Marketing dan Optimasi Mesin Pencari (SEO) Terhadap Kesadaran Merek dan Minat Beli. J Manaj dan Perbank. 2023;10(2):25–46.
12. Putri DR. Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting). Eur J Bus Manag Res. 2021;6(5):87–93.
13. Tjanra TCT, Marchyta NK. Pengaruh online advertising, e-service quality, dan product quality terhadap purchase intention toko online. Agora [Internet]. 2021;9(2):1–6. Available from: http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/11723%0Ahttp://publication.petra.ac.id/index.php/manajemen-bisnis/article/download/11723/10324
14. Mustafi MAA, Hosain MS. The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. J Contemp Mark Sci. 2020;3(3):385–410.
15. Mayasari H, Patmawati. Pengaruh Iklan Internet , Celebrity Endorder dan Gaya Hidup terhadap Minat Beli pada Shopee di Kota Padang. J Manaj Bisnis [Internet]. 2019;VOL. 10 NO:1–10. Available from: https://ojs.unitas-pdg.ac.id/index.php/manajemen/article/view/543/355
16. Pappas N. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. J Retail Consum Serv [Internet]. 2016;29:92–103. Available from: http://dx.doi.org/10.1016/j.jretconser.2015.11.007
17. Godinho S, Prada M, Garrido MV. Under Pressure: An Integrative Perspective of Time Pressure Impact on Consumer Decision-Making. J Int Consum Mark. 2016;28(4):251–73.
18. Ho VH. Pengaruh Festival Marketing Terhadap Online Purchase Intention Dengan Shopping Experience Satisfaction Sebagai Variabel Intervening ; Studi Kasus Shopee Double Days Di Kalangan Mahasiswa Dan Mahasiswi Universitas. J Strateg Pemasar [Internet]. 2020;7(2):1–12. Available from: http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/11177/9918
19. Alwi A, Rahmatsyah HW, Hermina N. Pengaruh search engine optimization, dan media sosial terhadap minat beli melalui e- service quality di e-commerce pada masa pandemic covid-19. Forum Ekon. 2022;24(2):346–54.
20. Layly EAYN, Rafida V. Pengaruh Iklan Online Dan Electronic Word of Mouth (Ewom) Terhadap Minat Pembelian Tas Di Déliwafa Store Dengan Harga Sebagai Variabel Moderasi Pada Aplikasi Tiktok (Generasi Z Di Kota Surabaya). J Pendidik Tata Niaga. 2023;11(3):269–76.
21. Ridha MR. Pengaruh Online Adertising dan Content Marketing terhadap Purchase Intention pada Bisnis Digitumo. J Ekon dan bisnis. 2022;7(2):950–68.
22. Fiorentiana F, Andriani D. Celebrity Endorser, Electronic Word of Mouth, and Perceived Quality of Purchase Intention in Scarlett Whitening. 2023;1–13. Available from: http://dx.doi.org/10.21070/ups.2938
23. Sugiyono. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV Alfabeta; 2022.
24. Putri Ayu Ningtias R, Komala Sari D. Anteseden Keputusan Pembelian di E-Commerce Shopee : Online Customer Review, Customer Rating dan Brand Ambassador Korea. Repos Umsida [Internet]. 2023;1–10. Available from: https://sdgs.un.org/goals/goal12
25. Hair JF, Hult GTM, Ringle CM. A primer on partial least squares structural equation modeling (PLS-SEM). 2021;
Unduhan
Diterbitkan
2024-04-05
Cara Mengutip
Ilmah, K., Pebrianggara, A., & Yani, M. (2024). Uniqlo Flash Sale: Marketing Strategy to Increase Purchase Intention. Kompak :Jurnal Ilmiah Komputerisasi Akuntansi , 17(1), 263–273. https://doi.org/10.51903/kompak.v17i1.1798
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