MUSTAQIM, DZALIKA ZAHRA (2025) THE INFLUENCE OF SALES PROMOTION AND CONTENT MARKETING ON IMPULSE BUYING DECISIONS OF SHOPEE E-COMMERCE (STUDY ON SHOPEE USERS IN SEMARANG CITY). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

Given the increasingly rapid and intense business competition, all brands make
efforts to develop each year. One of these efforts is by implementing sales
promotions and creating attractive content marketing. By executing these two
strategies, brands can capture consumer interest in their products and encourage
impulsive purchases. Shopee is one of the e-commerce businesses that strives to
maintain sales promotions and content marketing to sustain its business, ensuring it
remains popular and receives positive responses from consumers amidst fierce
competition. The aim of this research is to examine the influence of sales promotion
and content marketing on the Shopee marketplace in relation to impulsive buying
decisions. Sampling in this research used non-probability sampling, specifically
purposive sampling, resulting in 97 respondents who completed the questionnaire.
This is an explanatory research study with data processed using SPSS 30.0
software. The research results show that sales promotion has a positive and
significant impact on impulsive buying decisions. The content marketing variable
also has a positive and significant impact on impulsive buying decisions.
Furthermore, both sales promotion and content marketing variables together have
a positive and significant impact on impulsive buying decisions. Additionally, by
gaining a better understanding of customer preferences, Shopee can provide
product recommendations that align with their interests, making the shopping
experience more engaging and satisfying. By optimizing these aspects, Shopee can
improve the overall shopping experience for consumers, foster positive emotions,
and, in turn, influence impulsive buying decisions.
Keywords: Sales Promotion, Content Marketing, and Impulsive Buying
55 Administrasi Bisnis 2025

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