Update Artikelilmiah: 42748

SALSABILLA WINDA ANTARTICA

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian ini merupakan survei kepada pengguna e-commerce Shopee, Tokopedia, dan
Lazada di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh price discount
framing terhadap impulsive buying dengan positive emotion dan perceived value sebagai variabel
mediasi pada konsumen e-commerce di Indonesia. Populasi dan sampel pada penelitian ini adalah
pengguna e-commerce Shopee, Tokopedia, dan Lazada Indonesia yang berusia minimal 18 tahun
dan pernah melakukan pembelian pada e-commerce minimal 1 kali dalam 2 bulan terakhir.
Sampel yang digunakan dalam penelitian ini sebanyak 122 responden dengan metode purposive
sampling. Penelitian ini menemukan bahwa: 1) percentage saving berpengaruh positif dan
signifikan terhadap positive emotion 2) absolute saving berpengaruh positif dan signifikan
terhadap positive emotion 3) discount coupons berpengaruh positif dan signifikan terhadap
positive emotion 4) percentage saving berpengaruh positif dan signifikan terhadap perceived
value 5) absolute saving berpengaruh positif dan signifikan terhadap perceived value 6) discount
coupon berpengaruh positif dan signifikan terhadap perceived value 7) percentage saving
berpengaruh positif dan signifikan terhadap impulsive buying 8) absolute saving berpengaruh
positif dan signifikan terhadap impulsive buying 9) discount coupon tidak memiliki pengaruh
terhadap impulsive buying 10) positive emotion tidak memediasi pengaruh percentage saving,
absolute saving dan discount coupon terhadap impulsive buying 11) perceived value tidak
memediasi pengaruh percentage saving, absolute saving dan discount coupon terhadap impulsive
buying. Adanya penelitian ini diharapkan mampu memberikan tambahan informasi kepada
pelaku bisnis terutama pedagang pada e-commerce mengenai jenis promosi harga yang dapat
membantu meningkatkan penjualan. Bagi para pelaku bisnis di e-commerce sebaiknya dapat
menerapkan strategi potongan harga baik dalam bentuk persentase, nominal, maupun voucher
yang semakin baik kedepannya sehingga pembelian tidak terencana konsumen pada e-commerce
dapat meningkat. Penting bagi para pelaku bisnis di e-commerce untuk menerapkan strategi
framing harga yang tepat agar tercipta emoci positif dan persepsi nilai yang baik dari konsumen.

Abtrak (Bhs. Inggris)

This research is a survey of Shopee, Tokopedia and Lazada e-commerce users in Indonesia.
This research aims to determine the effect of price discount framing on impulsive buying with
positive emotion and perceived value as mediating variables for e-commerce consumers in
Indonesia. The population and sample in this research are Shopee, Tokopedia and Lazada
Indonesia e-commerce users who are at least 18 years old and have made a purchase on ecommerce at least once in the last 2 months. The sample used in this research was 122
respondents using a purposive sampling method. This research shows that: 1) percentage savings
have a positive and significant effect on positive emotions 2) absolute savings have a positive and
significant effect on positive emotions 3) discount coupons have a positive effect and significant to positive emotion 4) percentage saving has a positive and significant effect on perceived value
5) absolute saving has a positive and significant effect on perceived value 6) discount coupon has
a positive and significant effect on perceived value 7) percentage saving has a positive and
significant effect on impulsive buying 8 ) absolute saving has a positive and significant effect on
impulsive buying 9) discount coupons have no effect on impulsive buying 10) positive emotion does
not mediate the effect of percentage saving, absolute saving and discount coupons on impulsive
buying 11) perceived value does not mediate the effect of percentage saving, absolute saving and
discount coupons against impulsive buying. It is hoped that this research will be able to provide
additional information to business people, especially e-commerce traders, regarding the types of
price promotions that can help increase sales. Business people in e-commerce should be able to
implement discount strategies in the form of percentages, nominal amounts, or vouchers that will
get better in the future so that consumers' unplanned purchases in e-commerce can increase. It is
important for e-commerce business people to implement the right price framing strategy to create
positive emotions and good value perceptions from consumers.

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