BAB V PENUTUP
5.2 Saran
Berdasarkan hasil penelitian yang telah dilakukan maka peneliti memberikan beberapa saran yaitu :
1. Bagi Lazada agar tetap berinovasi lebih lagi dalam hal diskon dan promo pada saat hari belanja online nasional agar dapat menarik konsumen untuk langsung melakukan pembelian yang mana dapat menaikan nilai penjualan perusahaan. Menjaga kualitas dan originalitas produk yang dijual agar dapat mempertahankan konsumen lama dan menarik konsumen baru.
2. Melakukan kampanye iklan dan promosi lebih besar lagi untuk menarik calon konsumen agar pada saat event hari belanja online nasional akan menggunakan Lazada.
3. Bagi peneliti selanjutnya disarankan untuk melakukan penelitian dengan variabel-variabel lainnya yang dapat mempengaruhi perilaku impulse buying konsumen pada Lazada pada saat hari belanja online nasional (HARBOLNAS) di Kota Medan.
117
DAFTAR PUSTAKA
Sumber Buku :
Basu Swastha dan T.H Handoko., (2000), Manajemen Pemasaran “Analisa Perilaku konsumen’. Edisi 1,. Yogyakarta : BPFE-Yogyakarta.
Belch, George E., Michael A, Belch,(2009), Advertising and Promotion : An Intergrated Marketing Communication Perspective, Edisi 5, Boston : McGraw Hill.
David L. Louden and and Albert J. Della Bitta, (1984), Consumer Behaviour:
Concept and Application., New York : McGraw Hill
Tjiptono, Fandy, (2008), Strategi Pemasaran, Edisi 3,Yogyakarta : Andi
Ghozali, Imam. (2013). Aplikasi analisis Multivariate dengan Progam SPSS.
Edisi 7. Semarang: Badan Penerbit Universitas Dipenogoro.
Hansen, Flemming,. (1972), Consumer Behaviour : A Cognitive Behaviour Theory., New York : The TrFree Prees.
Koentjaningrat. (1979), Pengantar Ilmu Antropologi, Jakarta : Aksara Baru
Kotler, Philip dan Kevin Lane Keller. (2013). Manajemen Pemasaran, Edisi 13, Jakarta: Erlangga.
Kotler, Philip Gary Armstrong. (1997). Dasar-dasar Pemasaran Jilid 1 (Principles of Marketing 7e), Jakarta: Prenhallindo.
Kotler, Philip, Gary Armstrong. (1998). Dasar-dasar Pemasaran Jilid 2 (Principles of Marketing 7e), Jakarta: Prenhallindo.
Mangkunegara,P. Anwar. (2005) Perilaku Konsumen, Edisi Revisi, Bandung : Refika Aditama
Mangkunegara,P.Anwar. (2000). Perilaku Konsumen. Bandung : PT. Remaja Rosda Karya.
Mowen dan Minor, (2012). Perilaku Konsumen Jilid 1, Edisi 5,Jakarta : Erlangga.
Peter J. Paul dan Olson Jerry C. (2010). Consumer Behaviour and Marketing Strategy, Edisi 9, New York : Mc Graw Hill.
Schiffman dan Kanuk. (2007). Perilaku Konsumen. Edisi 2. Jakarta : PT.Indeks Gramedia.
Simamora, Bilson (2003). Membongkar Kotak Hitam Konsumen. Jakarta: PT.
Gramedia Pustaka Utama.
Sinulingga, (2015). Metode Penelitian Bisnis, Medan: USU Press..
Stanton, William J. (1998). Prinsip-Prinsip Pemasaran. Jakarta : Erlangga
Sudaryono. (2014). Perilaku Konsumen Dalam Prespektif Pemasaran. Jakarta :Lentera Cendekia.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D, Bandung:
Alfabeta.
Sumarwan, Ujang. (2011). Perilaku Konsumen : Teori dan Penerapanya Dalam Pemasaran, Bogor : Ghalia Indonesia.
Sunnyoto, Danang (2013), Dasar-Dasar Manajemen Pemasaran, Yogyakarta : CAPS.
Sunnyoto, Danang. (2013). Teori, Kuesioner & Analisis Data, Edisi Pertama, Yogyakarta: Graha Ilmu.
Supranto J, Limakrisna Nandan. (2007) Perilaku Konsumen dan Strategi Pemasaran Untuk Memenangkan Persaingan Bisnis, Jakarta: Mitra Wacana Media.
Suyanto, M. (2003). Strategi Periklanan Pada E-commerce Perusahaan Top Dunia. Yogyakarta : Andi Offset.
Umar, Husein, (2005). Studi Kelayakan Bisnis,Edisi -3. Jakarta: PT. Gramedia Pustaka Utama.
Umar, Husein. (2008). Metode Penelitian Utuk Skripsi Dan Tesis Bisnis, Jakarta:
PT. RajaGrafindo Persada.
Utami Whidya, Chistina. (2010). Manajemen Ritel : Strategi dan Implementasi Ritel Modern. Jakarta : Salemba Empat.
Jurnal dan Skripsi
Dawson, S. And Kim, M., (2009). External and Internal trigger cues of impulse buying online . Direct Marketing : An Internasional Journal, 3(1), PP.20-34.
Hasanah, Uswatu., (2015). Analisis Faktor-Faktor Yang Mempengaruhi Impulsive Buying Pada Penjualan Online (Studi Kasus Pada Mahasiswa S1 UIN Walisongo Semarang), , Semarang : Fakultas Ekonomi Universitas Islam Negeri Walisongo Semarang.
Kharis, Ismu Fadli., (2011). STUDI MENGENAI IMPULSE BUYING DALAM PENJUALAN ONLINE (Studi Kasus di Lingkungan Universitas
Diponegoro Semarang), Semarang: Fakultas Ekonomi Universitas Diponegoro Semarang,
Koski, Nina., (2004). Impulse Buying On The IO Internet: Encouraging and Discouraging Factors: An Internasional Journal, 54(7), Pp. 1345-1412.
Prihastama, Vicky Brian, (2016). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Pada Pelanggan Minimarket (Studi Pada Pelanggan Minimarket Indomaret Jl. Demangan Baru, Depok, Sleman Yogyakarta., Fakultas Ekonomi Universitas Negeri Yogyakarta, Yogyakarta.
Puspayani, Agnes Swasti Gita (2015). Implikasi Kemasan dan Fakor-Faktor Lingkungan Toko Terhadap Perilaku Pembelian Impulsif.,Lampung : Universitas Lampung.
Reza, Faisal. (2016), Strategi Promosi Penjualan Online Lazada CO.ID., Jakarta:
PT. Bank Mandiri (Persero) Tbk.
Y, Xu, And Huang. J.S., (2014). Effects Of Price Discounts And Bonus Packs On Online Impulse Buying, Social Behaviour and Personality: An International Journal, 42(8), Pp. 1293-1302.
Yistiani Dkk., (2012), Pengaruh Atmosfer Gerai dan Pelayanan Ritel Terhadap Nilai Hedonik dan Pembelian Impulsif Pelanggan Matahari Departement Store Duta Plaza di Denpasar, Denpasar : Universitas Udayana.
Sumber Lainnya :
https://CupoNation/2018/Volume-penelusuran-E-commerce-Harbolnas diakses pada tanggal 11 Maret 2019, jam 11.20 WIB
https://MMX-Multi-Platform/2017/Top-Perfoming Online-Consumer-Goods Retailler-In-Indonesia diakses pada tanggal 11 Maret 2019, jam 11.20 WIB
https://pages.Lazada.co.id/HARBOLAS12.12 diakses pada tanggal 11 Maret 2019, jam 10.00 WIB
https://suaratani.com/news/indeks/transaksi-HARBOLNAS-2018-diprediksi-usd7-triliun. diakses pada tanggal 10 Maret 2019, jam 10.00 WIB
https://tirto.id/10-e-commerce-paling-banyak-diberitakan-di-HARBOLNAS-2018-dclddiakses pada tanggal 10 Maret 2019, jam 10.30 WIB
https://tirto.id/black-friday-indonesia-5-ecommerce-paling-dicari-Lazada-tertinggi-daoN diakses pada tanggal 10 Maret 2019, jam 11.40 WIB
https://tirto.id/thanksgiving-amp-black-friday-liburan-keluarga-penuh-promo-belanja-dan1 diakses pada tanggal 10 Maret 2019, jam 11.30 WIB
https://tirto.id/transaksi-HARBOLNAS-2018-tembus-rp68-triliun-dckB diakses pada tanggal 10 Maret 2019, jam 10.30 WIB
https://www.ditjenaptika/go.id/detail/15442/ data-transaksi-e-commerce.html.
diakses pada tanggal pada tanggal 11 Maret 2019, jam 09.50 WIB
https://www.kominfo.go.id/content/detail/10309/inilah-road-map-e-commerce-indonesia-2017-2019/0/berita diakses pada tanggal 11 Maret 2019, jam 10.20 WIB
https://www.kominfo.go.id/content/detail/14522/belanja-online-naik-4-kali-lipat-dalam-HARBOLNAS-2018/0/sorotan_media diakses pada tanggal 11 Maret 2019, jam 10.50 WIB
https://www.nielsen.com/id/en/press-room/2018/pembelian-grosir-online-global-
meningkat-hingga-15persen-dalam-dua-tahun-terakhir-diperkirakan-mencapai-usd70-miliar-untuk-fmcg-online.html. diakses pada tanggal 11 Maret 2019, jam 11.10 WIB
LAMPIRAN
1. Bentuk Diskon dan Promo HARBOLNAS Di Lazada
Uji Validitas
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
124 Promo (Promotions) (X2)
Correlations
X2.1 X2.2 X2.3 X2.4 X2.5 X2.6 X2.7 X2.8 X2.9 X2.10 X2.11 X2.12 X2.13 X2.14 TOTAL_X2 X2.1 Pearson
Correlation 1 .191 .149 .279** -.081 .378** .181 .193 -.036 .252* .317** .268** .288** -.050 .488**
Sig. (2-tailed) .063 .148 .006 .435 .000 .078 .059 .729 .013 .002 .008 .004 .630 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.2 Pearson
Correlation .191 1 .187 .139 .151 .204* .338** .004 .004 .516** .198 .241* .418** .151 .541**
Sig. (2-tailed) .063 .068 .176 .141 .047 .001 .969 .970 .000 .053 .018 .000 .141 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.3 Pearson
Correlation .149 .187 1 .295** .295** .234* .061 -.107 .322** .374** .347** .249* .350** .279** .586**
Sig. (2-tailed) .148 .068 .003 .004 .022 .556 .301 .001 .000 .001 .014 .000 .006 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.4 Pearson
Correlation .279** .139 .295** 1 .073 .260* -.043 .201* -.152 .000 .259* .079 .328** .215* .428**
Sig. (2-tailed) .006 .176 .003 .480 .011 .674 .050 .141 1.000 .011 .442 .001 .036 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.5 Pearson
Correlation -.081 .151 .295** .073 1 -.007 -.077 -.103 .091 .216* -.229* -.006 -.027 .367** .222*
Sig. (2-tailed) .435 .141 .004 .480 .945 .453 .319 .377 .034 .025 .954 .793 .000 .029
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96 X2.6 Pearson
Correlation .378** .204* .234* .260* -.007 1 .276** .052 .074 .335** .219* .242* .422** .035 .531**
Sig. (2-tailed) .000 .047 .022 .011 .945 .007 .616 .472 .001 .032 .018 .000 .735 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.7 Pearson
Correlation .181 .338** .061 -.043 -.077 .276** 1 -.068 .071 .435** .544** .078 .243* .040 .447**
Sig. (2-tailed) .078 .001 .556 .674 .453 .007 .512 .493 .000 .000 .450 .017 .698 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.8 Pearson
Correlation .193 .004 -.107 .201* -.103 .052 -.068 1 .402** .262** .175 .282** .313** -.162 .374**
Sig. (2-tailed) .059 .969 .301 .050 .319 .616 .512 .000 .010 .089 .005 .002 .115 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.9 Pearson
Correlation -.036 .004 .322** -.152 .091 .074 .071 .402** 1 .437** .065 .043 .015 -.033 .346**
Sig. (2-tailed) .729 .970 .001 .141 .377 .472 .493 .000 .000 .526 .674 .883 .751 .001
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.10 Pearson
Correlation .252* .516** .374** .000 .216* .335** .435** .262** .437** 1 .450** .339** .410** -.027 .734**
Sig. (2-tailed) .013 .000 .000 1.000 .034 .001 .000 .010 .000 .000 .001 .000 .790 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.11 Pearson
Correlation .317** .198 .347** .259* -.229* .219* .544** .175 .065 .450** 1 .330** .344** -.011 .605**
Sig. (2-tailed) .002 .053 .001 .011 .025 .032 .000 .089 .526 .000 .001 .001 .913 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.12 Pearson
Correlation .268** .241* .249* .079 -.006 .242* .078 .282** .043 .339** .330** 1 .556** .209* .565**
Sig. (2-tailed) .008 .018 .014 .442 .954 .018 .450 .005 .674 .001 .001 .000 .041 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.13 Pearson
Correlation .288** .418** .350** .328** -.027 .422** .243* .313** .015 .410** .344** .556** 1 .166 .702**
Sig. (2-tailed) .004 .000 .000 .001 .793 .000 .017 .002 .883 .000 .001 .000 .106 .000
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
X2.14 Pearson
Correlation -.050 .151 .279** .215* .367** .035 .040 -.162 -.033 -.027 -.011 .209* .166 1 .293**
Sig. (2-tailed) .630 .141 .006 .036 .000 .735 .698 .115 .751 .790 .913 .041 .106 .004
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
TOTAL_X2 Pearson
Correlation .488** .541** .586** .428** .222* .531** .447** .374** .346** .734** .605** .565** .702** .293** 1 Sig. (2-tailed) .000 .000 .000 .000 .029 .000 .000 .000 .001 .000 .000 .000 .000 .004
N 96 96 96 96 96 96 96 96 96 96 96 96 96 96 96
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
127
Y.8 Pearson
**. Correlation is significant at the 0.01 level (2-tailed).
Uji Realibilitas
a. Listwise deletion based on all variables in the procedure.
Promo (Promotions)
a. Listwise deletion based on all variables in the procedure.
Impulse Buying (Y)
a. Listwise deletion based on all variables in the procedure.
Uji Kolmogorov Smirnov
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 96
Normal Parametersa,b Mean .0000000
Std. Deviation 3.86735205
Most Extreme Differences Absolute .061
Positive .051
Negative -.061
Test Statistic .061
Asymp. Sig. (2-tailed) .200c,d
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
d. This is a lower bound of the true significance.
Normal Probability Plot
Histogram Uji Normalitas
Uji Multikolonearitas
Analisis Regresi Berganda
a. Dependent Variable: Impulse Buying
Uji Parsial (Uji-T)
a. Dependent Variable: Impulse Buying
Uji Simultan (Uji-F)
a. Dependent Variable: Impulse Buying b. Predictors: (Constant), Promo, Diskon
Uji Determinasi (R2)
Model Summaryb
Model R R Square
Adjusted R Square
Std. Error of the Estimate
1 .633a .401 .388 3.193
a. Predictors: (Constant), Promo, Diskon b. Dependent Variable: Impulse Buying
135
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