ANALISIS PENGARUH DIGITAL MARKETING DAN IMPULSE BUYING TERHADAP PURCHASE INTENTION (Study Kasus: Pada Pengguna Aplikasi Shopee di Klaten)

Abstract

The rapid development of internet technology, particularly digital technology, has transformed marketing patterns and created new business models, leading to the emergence of marketplaces like Shopee, Lazada, Tokopedia and others. Various programs offered by marketplaces often lead to impulse purchases and consumer purchase intention. This study aims to analyze the influence of digital marketing and impulse buying variables on purchase intention. The population consisted of Shopee shopping app users in Klaten, with a sample size of 100 respondents. The sample selection technique used was non-probability sampling with a purposive sampling method. Multiple regression analysis was used to test the relationship between variables. The results indicate that digital marketing and impulse buying variables have a significant and positive effect on purchase intention, both partially and simultaneously. Research recommendations include: Future research should be conducted on a broader scale, with more variables, and using structural equation modeling to examine the relationships between research variables and indicators. E-commerce businesses should further develop interactive features, as they can facilitate user interaction, encourage impulse buying, and ultimately increase purchase intention. Consumers should be more discerning in their use of social media, enabling them to control their emotions and influence their purchase intention.