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Abstrak :
Penelitian ini membahas mengenai hedonic shopping value yang terdiri dari novelty, fun, escapism, dan praise terhadap sikap konsumen terhadap kegiatan belanja online atau attitude toward online purchasing dan intensi pembelian produk diskon atau discounted product purchase intention dalam konteks single days discount atau biasa disebut dengan Harbolnas di Indonesia. Penelitian ini melaksanakan survei kepada 229 responden dari kelompok umur yang lahir pada tahun 1968 hingga 2006 dan berdomisili di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modelling (SEM) dengan software pengolahan data LISREL 8.51. Hasil penelitian menunjukkan bahwa dalam attitude toward online purchase, variabel yang terbukti signifikan memengaruhi terdiri dari novelty, fun, praise, dan juga escapism. Dalam discounted product purchase intention, variabel attitude toward online purchase terbukti signifikan memengaruhi. ......This study investigated hedonic shopping value consisting of novelty, fun, escapism, and praise on consumer attitudes towards online purchasing activities and discounted product purchase intentions in the context of single days discount or commonly referred to as Harbolnas in Indonesia. This study conducted a survey of 229 respondents from age group born from 1968 to 2006 and domiciled in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The method of distributing questionnaires is done online using Google Form and analyzed using Structural Equation Modeling (SEM) with data processing software LISREL 8.51. The results of this study shows that in attitude toward online purchases, the variables that have been shown to have a significant influence consist of novelty, fun, praise, and also escapism. In discounted product purchase intention, the attitude toward online purchase is proven to have a significant influence.

Abstrak :
Penelitian ini bertujuan untuk memahami pengaruh motivasi belanja hedonis (gratification seeking, idea shopping, adventure shopping, social shopping, role play, dan value shopping) pada perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19.Penelitian kuantitatif ini menggunakan metode purposive sampling dengan jumlah sampel 278 responden. Data diolah dengan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa gratification seeking, idea shopping, adventure shopping, dan social shopping berpengaruh positif terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19. Selanjutnya, value shopping memiliki pengaruh negatif terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19. Sedangkan role play tidak memiliki pengaruh yang signifikan terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19. ......This study aims to understand the effect of hedonic shopping motivation (gratification seeking, idea shopping, adventure shopping, social shopping, role play, and value shopping) on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. This quantitative study uses the purposive sampling method with a sample of 278 respondents. The data was processed using the Structural Equation Modeling (SEM) method. The results showed that gratification seeking, idea shopping, adventure shopping, and social shopping had a positive effect on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. Furthermore, value shopping has a negative influence on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. Meanwhile, role play does not have a significant influence on the compulsive buying behavior of online fashion products during the COVID-19 pandemic.

Abstrak :
Hari Belanja Online Nasional (Harbolnas) sebagai festival belanja online terbesar yang paling banyak diminati oleh konsumen di Indonesia menjadi salah satu strategi yang dilakukan pemasar untuk meningkatkan gross merchandise value (GMV). Dengan menginduksi nilai belanja utilitarian dan hedonis ke konsumen ketika Harbolnas maka dapat menciptakan niat konsumen untuk melakukan pembelian impulsif. Penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi utilitarian browsing dan hedonic browsing dan pengaruhnya terhadap niat untuk melakukan pembelian impulsif dalam menggunakan aplikasi belanja online. Penelitian ini menggunakan kerangka S-O-R dengan variabel interpersonal influence, visual appeal, dan portability sebagai stimulus, utilitarian browsing dan hedonic browsing sebagai organisme, dan urge to buy impulsively sebagai respons. Desain penelitian yang digunakan yaitu konklusif deskriptif dengan metode single cross sectional. Survei dilakukan kepada 737 responden warga negara Indonesia yang mengetahui Harbolnas Shopee 12.12, memiliki teman yang menggunakan aplikasi Shopee, dalam waktu 1 minggu terakhir telah membuka aplikasi Shopee, serta pernah melakukan pencarian dan pembelian produk melalui aplikasi Shopee ketika Shopee 12.12 Day. Survei dilakukan secara online dengan metode judgmental sampling yang kemudian diolah dengan menggunakan teknik Partial Least Squares Structural Equation Modelling PLS SEM. Hasil yang diperoleh adalah interpersonal influence, visual appeal, dan portability memiliki pengaruh terhadap utilitarian browsing dan hedonic browsing; serta utilitarian browsing dan hedonic browsing memiliki pengaruh terhadap urge to buy impulsively. Implikasi manajerial serta saran untuk penelitian di masa mendatang dibahas lebih lanjut pada penelitian ini.

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National Online Shopping Day (Harbolnas) as the largest and most demanded online shopping festival in Indonesia, is one of the strategies undertaken by marketers to increase their gross merchandise value (GMV). By inducing the utilitarian value and hedonic value to consumers during Harbolnas, it is hoped to create consumer intentions to make impulsive purchases. Study was conducted to analyze the factors that affect utilitarian browsing and hedonic browsing towards urge to buy impulsively using online shopping applications. This study uses the S-O-R framework with interpersonal influence, visual appeal, and portability as stimulus; utilitarian browsing and hedonic browsing as organisms; and urge to buy impulsively in response. The research design used is descriptive-conclusive with single cross sectional method. Survey was conducted on 737 respondents of Indonesian citizens who knew Harbolnas Shopee 12.12, had friends who used the Shopee App, within the past week had opened the Shopee App, and had searched and purchased products through the Shopee App when Shopee 12.12 Day. The survey was conducted online with judgmental sampling method which was then processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results obtained are interpersonal influence, visual appeal, and portability positively influences utilitarian browsing and hedonic browsing; utilitarian browsing and hedonic browsing positively influences consumers urge to buy impulsively. Managerial implications and suggestions for future research are discussed further in this study.