Analisis Strategi Sales Promotions Program ShopeePay Dalam Pembentukan Perilaku Impulsive Buying Di Kota Semarang

Abstract

Kebijakan Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) darurat akibat merebaknya virus Covid-19 telah menimbulkan pergeseran perilaku masyarakat dalam bertransaksi. Uang tunai yang biasanya digunakan untuk bertransaksi mulai tergeser oleh dompet digital ditengah keterbastasan kontak fisik. ShopeePay menjadi salah satu dompet digital yang banyak digunakan oleh masyarakat karena banyak promosi yang ditawarkan bagi pengguna ShopeePay. Sales promotions yang ditawarkan menjadi pemicu terjadinya pembelian tiba – tiba tanpa perencanaan. Seperti yang kita ketahui, pandemi Covid-19 menyebabkan penurunan di segala aspek kehidupan manusia termasuk ekonomi. Banyak perusahaan melakukan Pemberhentian Hak Kerja (PHK) seiring dengan menurunnya pemasukkan dan pendapatan. Namun, pada kenyataannya transaksi online dan penggunaan dompet digital mengalami penaikkan yang signifikan selama pandemi. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan strategi sales promotions program ShopeePay dalam membentuk perilaku impulsive buying di Kota Semarang. Penelitian ini dilakukan dalam rentang waktu PPKM darurat bulan Juni hingga Agustus 2021. Untuk mencapai tujuan, penulis menggunakan metode kualitatif deskriptif melalui wawancara, observasi, dan dokumentasi. Hasil dari penelitian menunjukkan bahwa sales promotions yang ditawarkan oleh ShopeePay mempengaruhi pembentukan perilaku impulsive buying masyarakat. Sales promotions ShopeePay membentuk karakteristik impulsive buying seperti unplanned, unreflected, immidiate, dan hedonis.

The government policy of Implementation of Restrictions on Social Activities (PPKM) due to the outbreak of the Covid-19 virus has caused a shift in people’s behavior, especially in transactions. Cash usually used for transactions has begun to be shifted by digital wallets during the limitations of physical contact. ShopeePay is one of the digital wallets used by the public because of the promotions offered to the users. Sales promotions trigger impulsive purchases without planning. As we know, Covid-19 has impacted many aspects of life, including the economy decreased. Many companies perform Terminations of Work Rights (PHK) and decrease income. However, online transactions and the usage of digital wallets increased significantly during the pandemic. This study aims to identify and describe the sales promotions strategy of the ShopeePay program in shaping impulsive buying behaviour in the city of Semarang. This research was conducted during the emergency PPKM from July to August 2021. The writer used descriptive qualitative methods through interviews, observations, and documentation to achieve the objectives. The study results indicate that the sales promotions offered by ShopeePay play a role in shaping impulsive buying behavior. ShopeePay’s sales promotions form impulsive buying characteristics are unplanned, unreflected, immediate, and hedonic.