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Allysha Tifany Wiranata
Effects of website quality, sales promotion and fashion consciousness on impulse buying behavior as seen on fashion e-commerce in Indonesia = Pengaruh website quality, sales promotion dan fashion consciousness dalam impulse buying behavior di e-commerce fashion di Indonesia
"Penelitian ini bertujuan untuk melihat apakah website quality, sales promotion, dan fashion consciousness dapat mempengaruhi impulse buying behavior pelanggan saat membeli pakaian dari toko daring. Belanja daring menyediakan saluran impulsif alternatif untuk pelanggan, selain dari toko ritel. Karena kepercayaan konsumen Indonesia dalam membuat transaksi daring makin meningkat, diperlukan pemahaman mengenai apa yang memicu konsumen untuk bertindak secara impulsif selama belanja daring. Data studi ini dikumpulkan melalui metode random sampling. 211 tanggapan dianalisis menggunakan uji validitas dan reliabilitas, dan dilanjutkan dengan Structural Equation Modeling. Promosi penjualan rupanya menjadi pemicu nomor satu bagi pembeli daring untuk membeli secara impulsif dan secara positif memoderasi hubungan antara kualiyas situs web dan pembelian impulsif. Pembelian impulsif dipengaruhi secara positif oleh kesadaran mode, tetapi kualitas situs web tidak terbukti mempengaruhi pebelian impulsif.
This study aims to see whether website quality, sales promotion, and fashion consciousness can influence customers impulse buying behavior on buying apparel online. As online shopping provides customers the convenience to shop anywhere at any time, nowadays it is common to choose it as an alternative impulsive channel aside from brick and mortar store. As Indonesian consumers confidence in making online transaction rises, understanding what triggers consumers to act impulsively during online shopping is necessary, as several study found that online and offline shoppes behaviors are different. Data is collected through random sampling method. 211 valid responses are analyzed using validity and reliability tests, continued by Structural Equation Modelling. Sales promotion is apparently the number one trigger for online shoppers to buy impulsively and positively moderates the relationship between website quality and impulse buying behavior. Online impulse purchases are positively influenced by fashion consciousness, but website quality is discovered to have no positive influence on online impulse buying."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Tia Austin Bachtar
Pengaruh promosi penjualan dalam bentuk online discount pricing terhadap online impulse buying pada produk fashion studi pada konsumen Lazada = Effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion products study on consumer lazada
"[ABSTRAK
Promosi penjualan biasanya digunakan oleh perusahaan untuk merangsang perilaku pembelian konsumen terhadap produk atau jasa. Tujuan penelitian ini adalah untuk menjelaskan bagaimana pengaruh promosi penjualan dalam bentuk online discount pricing terhadap online impulse buying pada produk fashion di Lazada. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang konsumen dengan syarat telah mengakses situs dan membeli produk fashion tanpa perencanaan sebelumnya di Lazada dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuisioner dan dianalisis menggunakan simple regression. Hasil dari penelitian ini menunjukkan bahwa promosi penjualan dalam bentuk online discount pricing memiliki pengaruh yang signifikan terhadap online impulse buying. Promosi penjualan dalam bentuk online discount pricing mempengaruhi online impulse buying sebesar 28.5% dan sisanya sebesar 71.5% dipengaruhi oleh faktor lain
ABSTRACT
Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors.
;Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors.
, Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors.
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Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
S61908
UI - Skripsi Membership  Universitas Indonesia Library
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Indah Hurun Hayana
Analisis Pengaruh Faktor Eksternal dan Religiusitas Terhadap Perilaku Pembelian Impulsif Online Muslim di Indonesia saat Menggunakan Platform E-Commerce Shopee = Analysis of the Influence of External Factors and Religiosity on Online Impulsive Buying Behavior of Muslim in Indonesia when Using the Shopee E-Commerce Platform
"Penggunaan internet yang semakin luas dengan munculnya e-commerce telah mengakibatkan perubahan pada pola belanja konsumen. Perubahan pola belanja konsumen saat ini yang banyak menggunakan e-commerce ternyata telah membuka peluang bagi para konsumen untuk melakukan pembelian impulsif secara online. Beberapa peneliti melaporkan  bahwa banyak konsumen online melakukan pembelian impulsif. Namun pembahasan tentang pembelian impulsif online dan berbagai aspeknya yang masih perlu untuk digali, peneliti bermaksud untuk meneliti secara empiris hubungan langsung dan tidak langsung faktor/rangsangan eksternal yaitu rangsangan website, rangsangan pemasaran, dan rangsangan situasional serta hubungan langsung dan efek moderasi religiusitas intrinsik dan ekstrinsik terhadap perilaku pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee. Penelitian ini didesain menggunakan pendekatan kuantitatif dengan basis data survei. Metode analisis kuantitatif yang digunakan adalah partial least squares structural equation modeling (PLS-SEM). Penggunaan metode PLS-SEM ditujukan untuk menganalisis faktor stimulus eksternal dan religiusitas terhadap kecenderungan pembelian impulsif ketika menggunakan aplikasi belanja online “Shopee” pada muslim Indonesia dengan pendekatan Stimulus-Organism-Response (SOR). Penelitian ini menemukan bahwa  rangsangan pemasaran yaitu atribut harga, religiusitas intrinsik dan religiusitas ekstrinsik mempengaruhi pembelian impulsif online. Pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee juga dipengaruhi oleh rangsangan website yaitu kualitas dari website dan rangsangan situasional yaitu variasi pilihan barang secara tidak langsung yang dimediasi oleh penjelajahan hedonis. Selain itu juga terdapat efek moderasi dari religiusitas intrinsik yang dapat melemahkan dan religiusitas ekstrinsik yang dapat memperkuat hubungan  penjelajahan hedonis terhadap pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee.
The widespread use of the internet with the emergence of e-commerce has resulted in changes in consumer shopping patterns. Changes in consumer shopping patterns today, which use a lot of e-commerce, have opened up opportunities for consumers to make online impulsive buying. Several researchers report that many online consumers make impulse buying. However the discussion about online impulsive buying and its various aspects still need to be explored, the researcher intends to empirically examine the direct and indirect relationships of external factors/stimuli, such as website stimuli, marketing stimuli, and situational stimuli as well as direct relationships and moderating effects of intrinsic and extrinsic religiosity on online impulse buying behavior of Muslims in Indonesia when using Shopee e-commerce. This study was designed using a quantitative approach with a survey database. The quantitative analysis method used is partial least squares structural equation modeling (PLS-SEM). The use of the PLS-SEM method is intended to analyze external stimulus factors and religiosity towards impulse buying tendencies when using the online shopping application "Shopee" for Indonesian Muslims using the Stimulus-Organism-Response (SOR) approach. This study found that marketing stimuli (price attributes), intrinsic religiosity and extrinsic religiosity has a direct effect on online impulsive buying. Muslim online impulsive buying in Indonesia when using Shopee e-commerce are also influenced by website stimuli (quality of the website) and situational stimuli (variety of selection)  indirectly mediated by hedonic browsing. In addition, there is also a moderating effect of intrinsic religiosity which can weaken and extrinsic religiosity which can strengthen the relationship of hedonic browsing of online impulse buying of Muslims in Indonesia when using Shopee e-commerce."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Skripsi Membership  Universitas Indonesia Library
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Beatrix Lungidita Dewi Maharani
Pengaruh website quality terhadap online impulse buying dimoderasi dengan sales promotion dan online payment use: studi pada konsumen produk kecantikan dan perawatan di Kanal Lazmall Lazada = The effect of website quality on online impulse buying moderated with sales promotion and online payment use: a study on consumer beauty and personal care products in Lazmall Channel Lazada
"Masifnya penetrasi internet telah mengubah perilaku konsumen dari berbelanja melalui store fisik menjadi belanja online. Sebagian besar konsumen menunjukkan perilaku online impulse buying atau pembelian secara spontan tanpa adanya perencanaan saat berbelanja online. Perilaku impulse buying dapat terjadi karena adanya stimulus, seperti website quality, sales promotion, dan online payment use. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh website quality terhadap online impulse buying yang dimoderasi dengan sales promotion dan online payment use pada konsumen produk kecantikan dan perawatan di Kanal LazMall Lazada pada wilayah Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 165 responden yang didapatkan melalui online questionnaire. Hasil penelitian menunjukkan bahwa website quality berpengaruh secara signifikan terhadap online impulse buying. Namun, tidak terdapat pengaruh signifikan pada sales promotion dan online payment use terhadap online impulse buying. Selanjutnya, sales promotion dan online payment use tidak memoderasi hubungan antara website quality dan online impulse buying.
The massive penetration of the internet has changed consumer behavior from shopping through physical stores to online shopping. Most consumers show impulse buying online behavior or buy certain products spontaneously without careful consideration when shopping online. Impulse buying behavior can occur due to stimuli, such as website quality, sales promotion, and online payment use. Therefore, this study aims to analyze the effect of website quality on online impulse buying moderated by sales promotion and online payment use for consumers of beauty and personal care products in the LazMall Channel Lazada in the Jakarta area. The study used a quantitative approach through purposive sampling technique on 165 respondents, who were obtained through an online questionnaire. The results showed that website quality had a significant effect on online impulse buying. However, there is no significant effect on sales promotion and online payment use on online impulse buying. Furthermore, sales promotion and online payment use do not moderate the relationship between website quality and online impulse buying."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Andrea Rahardiana Putri
Analisis pengaruh visual merchandising pada perilaku impulse buying: studi pada gerai ritel fashion H&M Grand Indonesia Jakarta Pusat = Analysis of the influence of visual merchandising on impulse buying behavior: study on fashion retail store H&M Grand Indonesia Central Jakarta
"Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising Pada Perilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden.
Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H M Grand Indonesia Jakarta Pusat.
This study aims to determine The Influence of Visual Merchandising on Impulse Buying Behavior Case Study on Fashion Retail Store H&M Grand Indonesia Central Jakarta. Respondents in this study are the consumers of H&M Grand Indonesia Central Jakarta who have experienced an impulse buying transaction for a product in H&M Grand Indonesia Central Jakarta in the last two months with 120 respondents.
Design of this research is quantitative. This research data is processed by softwares SPSS and Lisrel. The results showed that window display, in store form, floor merchandising, and promotional signage proved to affect impulse buying behavior in H M Grand Indonesia Central Jakarta."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2017
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UI - Skripsi Membership  Universitas Indonesia Library
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Gabriella Olivia Kristi
Analisis Faktor-Faktor yang Mempengaruhi Online Impulse Buying Behavior dalam Perspektif Model Stimulus-Organism-Response = Analysis of Factors Affecting Online Impulse Buying Behavior of Fashion Products on Live Instagram and Tiktok in The Stimulus-Organism-Response Model Perspective
"Tren baru dalam memasarkan produk melalui live social commerce seperti pada Instagram dan Tiktok serta adanya penilaian terhadap masyarakat Indonesia yang cenderung untuk memiliki perilaku pembelian impulsif merupakan sebuah peluang yang dimanfaatkan oleh para pemilik toko online untuk meningkatkan penjualan. Berasal dari faktor-faktor seperti daya tarik, kepercayaan, keahlian, kegunaan produk, kenyamanan pembelian, dan harga produk yang dapat mempengaruhi perilaku, penelitian ini menganalisis pengaruh faktor-faktor tersebut dan motivasi yang mendasari terjadi pembelian impulsif produk fashion secara online melalui live di Instagram dan Tiktok. Model penelitian ini didasarkan pada kerangka SOR (stimulus-organism-response) untuk mengeksplorasi reaksi dan perilaku konsumen yang disebabkan oleh faktor stimulus tertentu. Model pengukuran dibuat berdasarkan 150 respon valid di sosial media Instagram dan Tiktok dari kuesioner online dengan bantuan Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil dari analisis menunjukkan tidak ada perbedaan signifikan diantara kedua sosial media ini. Hasil penelitian ini dapat memberikan rekomendasi yang bermanfaat bagi pelaku usaha online di social commerce dalam produk fashion pada live di Instagram dan Tiktok dengan memperhatikan kenikmatan (perceived enjoyment) dan kenyamanan (purchase convenience) yang dirasakan konsumen, serta kegunaan (purchase usefulness) produk fashion yang dijual pada live sebagai dorongan untuk melakukan pembelian secara impulsif.
Online shop owners can boost sales by utilizing emerging trends in product marketingthrough live social commerce platforms like Instagram and Tiktok along with researchon Indonesian consumers' tendency for impulsive buying. This study examines the influence of these elements and the underlying motive for impulsive buying of fashionproducts online via live on Instagram and Tiktok. These factors include attractiveness, trustworthiness, expertise, product usefulness, purchase convenience, and product prices. This research model is based on the SOR (stimulus-organism-response) framework and is used to examine consumer reactions and behavior as a result of various stimulus factors. The measurement model was created based on 150 valid responses on Instagram and Tiktok from online questionnaires using PLS-SEM method. The results of the analysis show that there is no significant difference betweenthe two social media. This research could give usefull recommendation for online business in social commerce in developing marketing strategies for selling fashion products on live Instagram and Tiktok by paying attention to perceived enjoyment, purchase convenience and purchase usefulness as a stimulus to make impulse buying."
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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UI - Tesis Membership  Universitas Indonesia Library
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Tengku Ervan Naufal
Faktor situs web dan faktor yang berhubungan dengan produk terhadap niat pembelian kembali pelanggan E-commerce = The influence of website quality factors and product related factors on repurchase intention of E-commerce consumers
"E-commerce adalah masa depan industri ritel. Pertumbuhan eksponensial mereka telah menjadi pusat pendapatan online dalam 10 tahun terakhir, terutama di Indonesia. Indonesia adalah salah satu negara dengan pertumbuhan tertinggi dalam transaksi E-commerce online beserta jumlah perusahaan ritel online. Di Indonesia, tiga perusahaan yang menonjol dalam hal kunjungan situs web dan tingkat pertumbuhan mereka yaitu Bukalapak, Shopee dan Tokopedia. Dengan adanya tingkat persaingan yang tinggi dalam industri, tiga perusahaan ini harus mengetahui preferensi konsumer dalam berbagai aspek E-commerce, terutama mekanisme promosi perusahaan. Mekanisme promosi perusahaan E-commerce harus diprioritaskan agar sesuai dengan kebutuhan konsumen. Namun, mekanisme promosi untuk meningkatkan loyalitas konsumen belum disepakati oleh berbagai penelitian.
Penelitian ini bertujuan untuk mengidentifikasi penentu utama loyalitas E-commerce dalam pembentukkan niat pembelian kembali. Dengan demikian, penelitian ini menggabungkan dua model yang menambahkan faktor website quality dan product related factors dalam mengukur efek keduanya terhadap repurchase intention melalui perceived consumer and seller relationship value and perceived value. Faktor website quality meliputi system quality, information quality dan E-service quality. Penelitian ini menggunakan 298 responden dari survei yang dilakukan di beberapa daerah di Indonesia yaitu di Medan, Jabodetabek, Bandung, Semarang, Bali dan Makassar. Selanjutnya, data dianalisis menggunakan metode partial least square structural equation modelling dengan menggunakan software SmartPLS 3.2.8.
Temuan dari penelitian ini menunjukkan bahwa system quality dan E-service quality memiliki pengaruh signifikan terhadap perceived consumer and seller relationship value sedangkan information quality tidak memiliki pengaruh yang signifikan. Perceived quality dan price competitiveness memiliki efek langsung terhadap perceived value sementara perceived price competitiveness memiliki efek langsung terhadap perceived quality. Perceived consumer and seller relationship value dan perceived value memiliki pengaruh signifikan terhadap repurchase intention dari konsumer Bukalapak, Shopee and Tokopedia.
E-commerce is the future of retail industry. Their exponential growth has been the centre of online revenues in the last 10 years, especially in Indonesia. Indonesia is one of the highest growing country in terms of the online E-commerce transaction as well as the number of online retail companies. In Indonesia, there are three companies that stands out in terms of website visits and growth rate which are Bukalapak, Shopee and Tokopedia. As there is high level of competition in the industry, determining consumer preferences in several aspect of these E-commerce companies, especially their promotional materials is crucial. The E-commerce companies promotional mechanism should be prioritized to match consumer's needs. However, the determined promotional mechanism to increase consumer loyalty is not yet agreed upon by researchers.
This study aims to identify the main determinants of E-commerce loyalty in the form of repurchase intention. In doing so, the research combines two models which adds website quality factors and product related factors in measuring their effect towards repurchase intention through perceived consumer and seller relationship value and perceived value. Website quality factors include system quality, information quality and E-service quality. The research was measured using 298 responses from a survey conducted in several areas of Indonesia which are Medan, Jabodetabek, Bandung, Semarang, Bali and Makassar. Furthermore, the data was analysed using partial least square structural equation modelling, using the software of Smart PLS 3.2.8.
The findings of this research indicates that system quality and E-service quality has significant effect towards perceived consumer and seller relationship value while information quality does not. Perceived quality and price competitiveness has a direct effect towards perceived value while perceived price competitiveness have a direct effect towards perceived quality. Finally, perceived consumer and seller relationship value and perceived value has a direct effect towards repurchase intention of Bukalapak, Shopee and Tokopedia consumers."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Adinda Irawan
Perilaku Pembelian Impulsif M-Commerce di Indonesia dengan Nilai Persepsi Konsumen dan Efek Moderasi pengaruh Sosial: Pendekatan Stimulus-Organisme-Respon = M-Commerce Impulse Buying Behavior in Indonesian with Consumer Perceived Value and Moderating Effect of Social Influence: The Stimulus-Organism-Response Approach
"Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Consumer perceived value yaitu nilai utilitarian, nilai hedonis dan conditional value terhadap perilaku pembelian impulsif mereka dalam konteks mobile commerce (m-commerce). Selain itu, kami menguji efek moderasi pengaruh interpersonal pada hubungan antara nilai yang dirasakan pelanggan dan IBB mereka. Penelitian ini mengumpulkan 469 warga negara Indonesia yang memiliki aplikasi Shopee dan melakukan pembelian barang dalam tiga bulan terakhir. Data primer yang terkumpul dalam penelitian ini kemudian diolah dengan menggunakan teknik Structural Equation Model berbasis Partial Least Square (SEM-PLS). Temuan menunjukkan bahwa lingkungan m-commrece yaitu portabilitas dan daya tarik visual memiliki pengaruh yang cukup besar pada nilai-nilai yang dirasakan konsumen yaitu nilai utilitarian, nilai hedonis dan conditional value. Bahwa persepsi konsumen baik nilai hedonis dan utilitarian memiliki efek yang signifikan dan langsung pada IBB mereka. Namun conditional value tidak berdampak langsung pada IBB sementara berdampak langsung pada nilai utilitarian dan nilai hedonis lainnya. Selain itu, IBB tidak terpengaruh oleh dampak interaksi nilai hedonis yang dirasakan dan pengaruh interpersonal. Temuan ini menawarkan rekomendasi penting untuk perusahaan m-commerce yang ingin meningkatkan IBB konsumen.
The purpose of this study is to determine the effect of consumers perceived values that is utilitarian value, hedonic value and conditional value on their impulse buying behavior (IBB) in the context of mobile commerce (m-commerce). Additionally, we examine the moderating effect of interpersonal influence on the association between customers' perceived value and their IBB. This study collected 469 of Indonesian citizen who owns Shopee application and have purchase item(s) in the last three months. The primary data collected in this study then processed using the Structural Equation Model based Partial Least Square (SEM-PLS) technique. The findings indicate that environmental cues of m-commerce which is portability and visual appeal have a considerable effect on consumers' perceived values that is utilitarian value, hedonic value and conditional value. That consumers' perceptions of both hedonic and utilitarian value have a significant and direct effect on their IBB. Yet conditional value does not have direct impact on IBB while having direct impact on the other utilitarian value and hedonic value. Additionally, IBB is not affected by the interaction impact of perceived hedonic value and interpersonal influence. The findings offer critical recommendations to m-commerce companies looking to increase consumer IBB."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Analisis pengaruh fashion involvement, positive emotion, dan hedonic consumption tendency terhadap impulse buying behavior pada produk pakaian merek "X" : studi kasus di Mal Taman Anggrek
"Penelitian ini mengevaluasi pengaruh keterlibatan dalam berbusana, emosi positif, dan kecenderungan konsumsi hedonis terhadap perilaku pembelian impulsif dari pakaian "X". 150 kuesioner didistribusikan kepada responden di outlet X pada mall Taman Anggrek Jakarta. Hasil menunjukan bahwa keterlibatan dalam berbusana, emosi positif, dan kecenderungan konsumsi hedonis mempengaruhi perilaku pembelian impulsif dari pakaian "X"."
JEBI 2:1 (2011)
Artikel Jurnal  Universitas Indonesia Library
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Aditya Wibisono
Pengaruh hedonistik value terhadap kecendrungan online impulse buying tendency pada kasus konsumen e-commerce di Indonesia = The influence of hedonistic value towards online impulse buying tendency in Indonesia e commerce consumer
"Tujuan dari penelitian ini adalah untuk menganalisa pada konsumen online di Indonesia apakah motivasi hedonik yang terdiri dari adventure, idea, value, social dan relaxation memiliki signifikansi terhadap kecendrungan pembelian impulsif pada konsumen yang melakukan pembelian online, dan juga menemukan dimensi apa dari motivasi hedonik tersebut yang memiliki signifikansi paling besar terhadap kecendrungan pembelian impulsif online. Yang dalam pengumpulan datanya dilakukan penyebaran kuesioner dan dari total 169 sampel kemudian diuji lewat regresi berganda untuk ditemukan signifikansinya. Dan hasil yang didapat adalah bahwa motivasi adventure, idea, value dan relaxation mempunyai nilai signifikansi positif terhadap online impulse buying tendency, dan ditemukan juga bahwa motivasi social tidak memiliki pengaruh signifikansi apapun terhadap online impulse buying tendency.
The purpose of this research is to explore whether hedonic motivations which consist of adventure, idea, value, social and relaxation of Indonesia consumers have any significant impact on their online impulse buying tendency. And also to find which dimentions of those hedonic motivations that have strongest effect on online impulse buying tendency. An online survey was conducted and from the 169 sampe received, multiple regression method was conducted to test the data sample. And the finding confirm that adventure, idea, value, and relaxation motivation has positive impact on online impulse buying tendency. While social motivation has no significance on online impulse buying tendency."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
S63905
UI - Skripsi Membership  Universitas Indonesia Library
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