Analisis Program Promosi yang dilakukan oleh Larissa Aesthetic Center untuk menaikkan Impulsive Buying

Abstract

This study aims to analyze the promotional program by Larissa Aesthetic Center to increase impulse buying behavior in consumers through the role of social media used by Larissa Aesthetic Center. This research method is a qualitative study with data collection using interviews with the manager of Larissa Aesthetic Center, who is competent in his field and has the information sources needed by researchers. The results of data collection were analyzed using 3 triangulation methods, namely technical triangulation, time triangulation, and source triangulation. The results of this study provide an overview that Larissa uses several promotional programs that are considered capable of increasing impulse buying behavior in consumers and the role of social media in supporting promotional programs carried out by Larissa Aesthetic Center. These findings have practical implications for marketers and business professionals interested in consumer behavior and marketing strategies.