PENGARUH DIGITAL MARKETING DAN PERSEPSI RISIKO TERHADAP PEMBELIAN IMPULSIF DI TOKO FASHION LOKAL SYAMSTORE SAMARINDA

Abstract

Consumers are often tempted to buy clothes or accessories that match the latest fashion trends. Understanding of behavior impulse buying can be used as a guide for marketers in determining and developing effective strategies so they can win competition in the market. Marketers can attract consumers who feel themselves fashionable because consumers who feel like that will easily buy moderate products trend. There are several ways that industry players can do this fashion to increase impulse buying consumer. Common strategies used include: digital marketing and risk perception. This research aims to determine and analyze the influence digital marketing and partial or simultaneous risk perceptions regarding impulse purchases in stores fashion local Syamstore Samarinda.

The theoretical basis used is marketing management, especially regarding digital marketing, risk perception and impulse buying. The sample taken was 96 respondents using the purposive sampling. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Digital marketing significant effect on impulse purchases in stores fashion local Syamstore Samarinda. 2) Perception of risk has a significant effect on impulse purchases in stores fashion local Syamstore Samarinda. 3) Digital marketing and perceived risk together have a significant effect on impulse purchases in stores fashion local Syamstore Samarinda