Faktor – Faktor Yang Mempengaruhi Impulsive Buying Pada Pengguna E-Commerce Di Indonesia
DOI:
https://doi.org/10.61132/maeswara.v2i2.789Keywords:
Impulsive Buying, Hedonic Shopping Motivation, Self-Control, Shopping Enjoyment, And Price Discount.Abstract
This research aims to examine the effect of shopping enjoyment, hedonic shopping motivation, and price discounts on impulsive buying tendency, and impulsive buying tendency on impulsive buying behavior with self-control as a moderating variable. The sampling technique was carried out using a purposive sampling method. The questionnaire was distributed online using google form. Respondents who filled out a valid questionnaire were 190 respondents of e-commerce users to continue data processing. Researchers used two testing applications, namely SPSS version 28 and Warp PLS version 08. The results showed that H1 shopping enjoyment has a negative effect on impulsive buying tendency, H2 hedonic shopping motivation has a positive effect on impulsive buying tendency, H3 price discount has a positive effect on impulsive buying tendency, H4 impulsive buying tendency has a positive effect on impulsive buying behavior, and H5 self-control does not moderate the effect of impulsive buying tendency on impulsive buying behavior.
References
Agung, A., Sandya Kharisma, I., Gusti, I., Ketut, A., & Ardani, S. (2018). Pengaruh Personality dan Shop Enjoyment Terhadap Impulsive buying behavior yang Dimediasi Impulsive buying tendency, 7(6), 3320–3352. Retrieved from https://doi.org/10.24843/EJMUNUD.2018.v7.i06.p17
Algifari. (2017). Analisis Regresi Untuk Bisnis dan Ekonomi (3rd ed.). Yogyakarta: BPFE.
Apidana, Y. H., & Kholifah. (2022). Peran Self-control Dalam Memoderasi Pengaruh Hedonic Motives dan Shopping Lifestyle Terhadap Impulsive buying. Retrieved 27 February 2024 from https://doi.org/10.32639/jdbm.v1i1.38
Atmaja. (2019). Analisis Price discount, Bonus Pack Dan Instore Display Terhadap Minat Beli Costumer Pada PT. Centra Material Bangunan. . Https://Repository.Pancabudi.Ac.Id/Website/Detail/18558/Penelitian/Analisis-Price-Discount-Bonus-Pack-Dan-Instore-Display-Terhadap-Minat-Beli-Costumer-Pada-Pt-Centra-Material-Bangunan.
Bilal Ahmad, M., Fawad Ali, H., Sabir Malik, M., Humayun, A. A., & Ahmad, S. (2019). Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study. European Online Journal of Natural and Social Sciences, 8(1), 17–35. Retrieved from http://www.european-science.com
Budiastuti, D., & Bandur, A. (2018). Validitas dan Reliabilitas Penelitian (dilengkapi analisis dengan NVIVO, SPSS, & Amos), 1–232.
Dream.co.id. (2020). Transaksi Fesyen Online Meningkat, Ini 3 Kata Kunci Paling Dicari di 2019. Https://Www.Dream.Co.Id/Dinar/Pembelian-Produk-Fesyen-Meningkat-Sejak-2019-200212t.Html. Indonesia.
Efendi, R., Indartono, S., & Sukidjo, S. (2019). The Mediation of Economic Literacy on The Effect of Self Control On Impulsive buying behavior Moderated by Peers. International Journal of Economics and Financial Issues, 9(3), 98–104. Retrieved from https://doi.org/10.32479/ijefi.7738
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68. Retrieved from https://doi.org/10.1016/j.jretconser.2022.103000
Gültekin, B., & Özer, L. (2012). The Influence of Hedonic Motives and Browsing On Impulse Buying. Journal of Economics and Behavioral Studies (Vol. 4).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis.
Hubona, G., & Belkhamza, Z. (2021). Testing a moderated mediation in PLS-SEM: A full latent growth approach. Data Analysis Perspectives Journal (Vol. 2). Retrieved from https://www.scriptwarp.com,
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science. Springer. Retrieved from https://doi.org/10.1007/s11747-019-00670-w
Kiswanto. (2010). Studi tentang sikap konsumen atas merek Tolak Angin pada mahasiswa FE Undip Semarang. . Https://Www.Semanticscholar.Org/Paper/STUDI-TENTANG-SIKAP-KONSUMEN-ATASMEREK-TOLAK-FE-Kiswati/68a8f17f3442259dc6fdbebe3a6f0e1d4ca8fdcc.
Kompas.com. (2021). Riset: Masyarakat Lebih Banyak Belanja Online Dibanding Offline. . Https://Www.Google.Com/Amp/s/Amp.Kompas.Com/Money/Read/2021/10/22/211000926/Riset-Masyarakat-Lebih-Banyak-Belanja-Online-Dibanding-Offline.
Nieslen. (2020). Konsumen Digital Menunjukkan Tren Pertumbuhan yang Positif. Https://Www.Nielsen.Com/Id/News-Center/2020/Digital-Consumers-Show-Positive-Growth-Trends/.
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: Being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. Retrieved from https://doi.org/10.1108/APJML-06-2013-0066
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61. Retrieved from https://doi.org/10.1016/j.jretconser.2021.102554
Putra, A. P., Adam, M., Manajemen, M. P., Ekonomi, F., Bisnis, D., Syiah Kuala, U., & Dosen, ). (2020). Februari: 52-61 by Directorate General of Higher Education. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Accredited SINTA, 4(1).
Savitri, D., Aini, N., & Suyono, J. (2020). The Influence of Personality, Shop Enjoyment and Impulsive buying tendency on Impulsive buying behavior in Transmart Ngagel Surabaya The Influence of Personality, Shop Enjoyment, and Impulsive buying tendency on Impulsive Buying Behavior in Transmart Ngagel Surabaya. International Journal of Entrepreneurship and Business Development, 03.
Schiffman, L. G., & Leslie Lazar Kanuk. (2008). Perilaku Konsumen (7th ed.). USA: PT. Indeks.
Se Hun Lim, Sukho Lee, & Dan J. Kim. (2016). Is Online Consumers’ Impulsive Buying Beneficial for E-Commerce Companies? An Empirical Investigation of Online Consumers’ Past Impulsive Buying Behaviors. Https://Doi.Org/10.1080/10580530.2017.1254458.
Setiawan, I. K., & Sri Ardani, I. G. A. K. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223. Retrieved from https://doi.org/10.24018/ejbmr.2022.7.1.1236
Widodo. (2016). Pengaruh Shopping enjoyment Tendency dan Impulsive buying tendency Terhadap Impulsive buying behavior di Carrefour Kota Mojokerto. 8.
Wiwoho ManajemenPemasaran, G., & oleh Politeknik Dharma Patria Kebumen, D. (2021). Jurnal E-Bis (Ekonomi-Bisnis) Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping enjoyment, 5(1), 15–30. Retrieved from https://doi.org/10.37339/jurnal
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
