Dampak Strategi Pemasaran Digital Shopee terhadap Pembelian Impulsif Produk Kesehatan selama Pandemi di Indonesia

Halim Agung, Rustono Farady Marta, Christanti Christanti

Abstract


The Covid-19 pandemic is sweeping across Indonesia and the world. The existence of social restriction regulations by the government forces people to stay at home and decrease activities outside the home, so that all activities are carried out online, including in terms of shopping. One of perceived consequences of Covid- 19 pandemic is emergence of impulsive buying behavior. This occurs in the purchase of health products, where consumers suddenly buy health products on the grounds that health products can protect themselves from viruses and reduce anxiety. This research goals to investigate the influence of digital marketing by various marketplaces and their impact on impulse buying by consumers during the current pandemic. 119 samples were involved in data analysis using positivism patterns, quantitative approaches, review methods, and questionnaires as data collection tools. This research implications suggest that the optimization of digital marketing strategies has a significant positive effect on impulse purchases by marketplace consumers.


Keywords


COVID-19, digital marketing, impulse buying, Shopee

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References


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DOI: http://dx.doi.org/10.36080/comm.v12i2.1500

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