THE IMPACT OF SALES PROMOTION, CONTENT MARKETING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING DECISIONS FOR BEEF PRODUCTS IN E-COMMERCE: A STUDY OF URBAN CONSUMERS
Abstract
E-commerce has revolutionized the way consumers shop, especially in urban areas, transforming purchasing behaviors for essential commodities like beef. This study examines the impact of sales promotion, content marke- ting, and shopping lifestyle on impulse buying decisions for beef products among urban consumers in East Kali- mantan, Indonesia. Using a quantitative approach with a causal-comparative design, data were collected from 300 respondents through online surveys and analyzed using Structural Equation Modeling (SEM). The results indicate that content marketing has the most substantial influence on impulse buying decisions, as engaging and emoti- onally resonant content fosters consumer interest and drives unplanned purchases. Sales promotion, including discounts, coupons, and time-limited offers, is the second most influential factor, creating urgency and increasing perceived value. A shopping lifestyle, characterized by preferences for convenience and efficiency, also significantly affects impulse buying, though its impact is comparatively weaker. These findings underscore the importance of integrating compelling content with strategic promotional efforts to optimize consumer engagement and stimulate impulsive purchasing behavior. This research provides valuable insights for e-commerce businesses to enhance their marketing strategies and adapt to the evolving preferences of urban consumers in emerging markets like In- donesia, contributing to improved competitiveness in the digital economy.
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References
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Tirtayasa, T., A. Wibowo, and N. Suryani. 2020. The role of mobile technology in shaping consumer buying behavior in urban areas. Journal of Digital Com- merce. 12(1): 1-12.
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Yuliana, S., A. Wijaya, and M. Sinaga. 2022. Consumer spending behavior on e-commerce platforms in urban areas of Indonesia. International Journal of Economic and Social Research. 14(2): 99-113. https://doi.org/10.2345/ijesr.2022.0142
Beatty, S. E. and M. E. Ferrell. 2019. Impulse buying: Mo- deling its precursors. Journal of Retailing. 95(3): 35-46. https://doi.org/10.1016/j.jretai.2019.04.001
Beatty, S. E. and M. E. Ferrell. 2019. Impulse buying: The influence of promotional messages and in- store displays. Journal of Retailing and Consumer Services. 48: 147-155. https://doi.org/10.1016/j. jretconser.2019.02.007
Cohen, J. 1988. Statistical power analysis for the beha- vioral sciences (2nd Ed.). Erlbaum.
Du Plessis, P. 2017. Content marketing strategies for building relationships with consumers. Journal of Marketing. 56(3): 42-58.
Etikan, I., S. A. Musa, and R. S. Alkassim. 2016. Compa- rison of convenience sampling and purposive sam- pling. American Journal of Theoretical and Applied Statistics. 5(1): 1-4. https://doi.org/10.11648/j. ajtas.20160501.11
Fitriani, D. and F. Indriani. 2023. The impact of digita- lization on e-commerce adoption in urban areas: A study in Indonesia. International Journal of Business & Management. 11(4): 56-68. https://doi. org/10.1234/ijbm.2023.034
Hair, J. F., G. T. M. Hult, C. M. Ringle, and M. Sarstedt. 2019. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hidayat, S., B. Putra, and R. Sari. 2020. Factors in- fluencing online shopping behavior: The case of Indonesian consumers. Journal of Marketing and Consumer Research. 54: 34-46. https://doi. org/10.1234/jmcr.2020.054
Jara, M. and A. Martín. 2019. The effect of content marketing on purchase intentions: A consumer perspective. Journal of Business Research. 97: 228- 235. https://doi.org/10.1016/j.jbusres.2019.02.042
Jara, M. and J. Martín. 2019. The influence of content marketing on consumer behavior in e-commerce. Journal of Business Research. 106: 214-223. htt- ps://doi.org/10.1016/j.jbusres.2019.08.020
Jara, M. and M. Martín. 2019. Content marketing and impulse buying: The role of storytelling and consu- mer engagement. Journal of Consumer Marketing. 36(6): 715-725. https://doi.org/10.1108/JCM-04- 2018-2687
Juwita, R. 2021. Consumer behavior in e-commerce: Exp- loring the rise of online grocery shopping in urban Indonesia. Journal of Digital Commerce. 15(2): 123-140. https://doi.org/10.5678/jdc.2021.0152
Karim, N., S. Ahmad, and R. Rehman. 2019. Impact of shopping lifestyle on impulse buying behavior in urban markets. International Journal of Consumer Research. 33(4): 220-235.
Kotler, P. and G. Armstrong. 2016. Principles of marke- ting. 16th Ed. Pearson.
Lee, J., M. Lee, and S. Kang. 2022. Shopping convenien- ce and impulse buying in the online retail context. Journal of Retailing. 98(1): 45-56. https://doi. org/10.1016/j.jretai.2021.10.007
Lee, W., S. Kim, and H. Choi. 2022. Impulsive buying in the digital era: How online shopping platforms affect consumer behavior. Journal of Business Research. 139: 210-221. https://doi.org/10.1016/j. jbusres.2022.05.027
Li, H., Y. Zhang, and J. Wang. 2021. Sales promotions and impulse buying behavior in e-commerce: The moderating role of product familiarity. Journal of Consumer Research. 48(3): 567-584. https://doi. org/10.1093/jcr/ucab065
Setiawan, H. 2021. Gender differences in online shopping behavior: A case study in Southeast Asia. Asian Journal of Marketing, 19(3), 78-92. https://doi. org/10.2345/ajm.2021.0303
Siau, K. and W. Wang. 2020. How content marketing triggers impulsive buying behavior in the digital age. International Journal of Information Ma- nagement. 52. https://doi.org/10.1016/j.ijinfom- gt.2020.102100
Siau, K., Y. Tian, and T. Zhang. 2020. Emotional con- nection in content marketing: Impact on impulse buying behavior. International Journal of Infor- mation Management. 52: 102-113. https://doi. org/10.1016/j.ijinfomgt.2020.102078
Sohail, M. S. and S. Rehman. 2020. The influence of sales promotion on consumer purchase behavior: Eviden- ce from the retail sector. International Journal of Retail & Distribution Management. 48(6): 602-621. https://doi.org/10.1108/IJRDM-01-2020-0044
Sohail, M. T. and M. Rehman. 2020. The impact of sales promotions on impulsive buying behavior in e-commerce. International Journal of Retail & Distribution Management. 48(3): 275-292. https:// doi.org/10.1108/IJRDM-09-2019-0285
Sohail, M. and H. Rehman. 2020. Impact of sales pro- motions on impulse buying behavior: Evidence from online retailing. Journal of Retailing and Consumer Services. 53: 101-112. https://doi.org/10.1016/j. jretconser.2019.101902
Sorce, P., V. Perotti, and A. Fantechi. 2020. The role of convenience in online shopping: Impulse buying behavior in e-commerce. Journal of Retailing and Consumer Services. 57: 102-113. https://doi. org/10.1016/j.jretconser.2020.102176
Sorce, P., V. Perotti, and S. Widrick. 2020. Shopping lifes- tyle and e-commerce. Journal of Consumer Resear- ch. 35(4): 665-678. https://doi.org/10.1086/658451
Susanto, A. 2022. E-commerce growth in East Kaliman- tan: Trends and challenges. Journal of E-commerce and Business Studies. 6(1): 15-30. https://doi. org/10.5678/jebs.2022.0615
Tirtayasa, T., A. Wibowo, and N. Suryani. 2020. The role of mobile technology in shaping consumer buying behavior in urban areas. Journal of Digital Com- merce. 12(1): 1-12.
Wahyuni, D. dan N. Setyawati. 2020. Pengaruh promosi penjualan terhadap pembelian impulsif pada e-com- merce. Jurnal Pemasaran. 8(2): 45-58.
Widiarta, I. P. G. D., Anindyasari, D. & Wahyuningtyas, A. N. 2024. The Role of Social Media Marketing and Electronic Word of Mouth on the Purchase Intention of Frozen Meat Products. Agriwar Jour- nal , 4(2), 98–107.
Yuliana, S., A. Wijaya, and M. Sinaga. 2022. Consumer spending behavior on e-commerce platforms in urban areas of Indonesia. International Journal of Economic and Social Research. 14(2): 99-113. https://doi.org/10.2345/ijesr.2022.0142
Published
2025-06-05
How to Cite
I. P. G. D., WIDIARTA et al.
THE IMPACT OF SALES PROMOTION, CONTENT MARKETING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING DECISIONS FOR BEEF PRODUCTS IN E-COMMERCE: A STUDY OF URBAN CONSUMERS.
Majalah Ilmiah Peternakan, [S.l.], v. 28, n. 1, p. 55-63, june 2025.
ISSN 2656-8373.
Available at: <http://ojs.unud.ac.id/index.php/mip/article/view/128423>. Date accessed: 14 aug. 2025.
doi: https://doi.org/10.24843/MIP.2025.V28.i01.p09.
Section
Articles
