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"Youth shoppers merupakan kelompok umur yang terus berkembang sehingga menjadikan kelompok umur ini sebuah segmen yang sangat berarti di pasar. Ditambah lagi jumlah mall sebagai tempat berbelanja yang semakin hari kian bertambah di kota Jakarta, sering dijadikan tempat untuk bersosialisasi dan aktualisasi diri dari youth shoppers. Studi ini membagi youth shoppers menjadi segmen-segmen yang dibedakan atas karakteristik berdasarkan tinggi rendahnya tingkat self-esteem, extraversion, dan interpersonal communication. Sehingga terbentuk grup segmen unik yaitu, Social Butterfly, Confident Techies, dan Self-Contained Shoppers. Selanjutnya penelitian ini menguji perbedaan antara ketiga grup segmen tersebut atas shopping motives, preferensi store attribute yang mereka anggap penting, dan shopping enjoyment, sehingga pihak manajemen dapat memberikan treatment yang berbeda dalam hal kegiatan pemasarannya pada masing-masing grup segmen. Selanjutnya penelitian ini menemukan hasil bahwa terdapat beberapa dimensi yang paling mempengaruhi shopping enjoyment, dimensi tersebut ialah anticipated utilty (β=0,396), enhancement (β=0,170), dan price orientation (β=0,158) secara berturut-turut menjelaskan shopping enjoyment pada youth shoppers. Penelitian ini menggunakan analisis K-Means Cluster, One Way ANOVA, Pearson Correlations, dan regresi berganda dengan Stepwise Method.

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The number of malls which is increasingly growing in the city of Jakarta is often used as a place for socializing and self-actualization by youth shoppers. As an emerging age group, youth shoppers are also identified as a vital market segment. Firstly, this study divides youth shoppers into segments that are distinguished on the characteristics of high and low levels on self-esteem, extraversion, and interpersonal communication. Consequently, these characteristics form a distinct and unique segment group, which are Social Butterfly, Confident techies, and Self-Contained Shoppers. Secondly, this research examines the differences between the three groups segments on shopping motives, preferences of store attributes which youth shoppers consider important, and shopping enjoyment. As a result, the management can provide different treatment in terms of marketing activities in each segment group. Finally, this research conducts to find the most influencing dimension of shopping enjoyment. These dimensions are anticipated utilty (β = 0.396), enhancement (β = 0.170), and price orientation (β = 0.158) which respectively explain youth shoppers’ shopping enjoyment. The research uses K-Means Cluster Analysis, One Way ANOVA, Pearson Correlations, and Multiple Regression with Stepwise Method."

"Dalam beberapa tahun terakhir, terdapat bukti meningkatnya jumlah konsumen yang memilih untuk melakukan transaksi melalui platform ritel e-commerce. Seiring dengan meningkatnya tingkat penetrasi dan kemajuan e-commerce di Indonesia, para pemain e-commerce diharuskan untuk menyusun strategi terbaik mereka memenuhi kebutuhan konsumen yang terus berkembang. Gamifikasi adalah salah satu dari beberapa taktik yang memperoleh popularitas dalam e-commerce karena menawarkan lebih banyak fungsi sosial, pengalaman belanja yang dipersonalisasi, dan akses yang lebih mudah ke berbagai produk. Penerapan komponen bermain dan sosial mengurangi upaya kognitif konsumen, menunjukkan posisi atau keuntungan bagi pemain ritel untuk unggul. Penelitian ini bertujuan untuk menganalisis bagaimana Shopee sebagai e-commerceritel dapat secara optimal menyusun gamifikasinya dan beberapa motivasi intrinsik untuk memengaruhi kesenangan dan perilaku pembelian pengguna. Studi ini selanjutnya berkontribusi untuk mengisi kesenjangan penelitian dengan menambahkan indikator perilaku pembelian impulsif. Metode sampel purposive digunakan untuk berhasil mengumpulkan 204 responden, yang kemudian dianalisis menggunakan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM). Temuan memvalidasi bahwa Gamification dan motivasi intrinsik ditemukan secara positif mempengaruhi dan memotivasi pelanggan untuk meningkatkan Shopping Engagement mereka. Socialness dan Shopping Enjoyment ditemukan secara positif mempengaruhi perilaku Impulsive Buying Behaviour. Shopping Engagement secara positif mempengaruhi niat untuk Intention to Buy Using a Mobile App. Selain itu, Previous Online Shopping Experience secara positif memengaruhi niat untuk Intention to Buy Using a Mobile App. Terakhir, Previous Online Shopping Experience secara negatif memoderasi hubungan antara Shopping Engagement dengan Intention to Buy Using a Mobile App

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We have noticed how e-commerce retailing has progressively gained acceptance in recent years, with a rising number of consumers opting to make transactions through this platform. In light of the emerging internet penetration rate and the advancement of e-commerce in Indonesia, the e-commerce players are being compelled to structure their best strategies for engaging tech-savvy consumers and satisfying their constantly evolving habits. Gamification is one of several tactics that is gaining popularity in e-commerce since it may offer more social functionalities, a personalised shopping experience, and easier access to different products. The implementation of gamified, playful, and social components diminishes the cognitive efforts of consumers, indicating this might be a favourable position or advantage for the retailers to excel. This study aims to analyse how Shopee as retail e-commerce can optimally structure its gamification and several intrinsic motivations to stimulate users’ enjoyment and purchasing behaviour. This study further contributes to filling the research gap by adding the indicator of impulsive buying behaviour. Purposive sampling methods were used to successfully compile 204 respondents, who were then analysed using the Partial Least Squares – Structural Equation Modelling method (PLS-SEM). The findings validated that gamification and intrinsic motivations are found to positively influence and motivate customers to increase their shopping engagement. Socialness and shopping enjoyment are found to positively influence individuals’ impulsive buying behaviour. Whereby, shopping engagement positively influences the intention to buy using a mobile app. Additionally, previous online shopping experience positively influences the intention to buy using a mobile app. Finally, previous online shopping experiences negatively moderate the relationship between shopping engagement on intention to buy using a mobile app."

"Penelitian ini membahas tentang pengaruh Store Environment, Impulse Buying tendency dan Shopping Enjoyment Tendency terhadap dorongan impulse buying di Lawson. Penelitian ini menggunakan desain riset studi deskriptif dengan melakukan survey kepada 165 responden pengunjung Lawson yang pernah melakukan pembelian impulsif. Desain penelitian yang digunakan adalah deskriptif konklusif-cross sectional (single cross period). Metode pengambilan sampel yang digunakan adalah teknik non-probability sampling yakni convenience sampling. Teknik analisis data yang digunakan adalah dengan menggunakan SPSS 22 for windows untuk melakukan analisis pre test dan menggunakan Structural Equation Model (SEM) untuk main test. Hasil dari penelitian ini bahwa pertama, shopping enjoyment tendency berpengaruh positif terhadap pembelian impulsif melalui afeksi positif dan urge. Kedua, Impulse buying tendency berpengaruh positif terhadap pembelian impulsif melalui urge. Ketiga, Store environment perception berpengaruh positif terhadap dorongan pembelian impulsif melalui afeksi positif. Keempat, Store environment tidak menimbulkan dorongan dalam melakukan pembelian impulsif kendati dorongan melakukan pembelian impusif itu mempengaruhi keputusan pembelian impulsif. Kelima, Store environment tidak berpengaruh pada dorongan pembelian impulsif melalui afeksi negatif kendati dorongan melakukan pembelian impusif itu mempengaruhi keputusan pembelian impulsif.

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This study discusses the influence of store environment, impulse buying tendency and shopping enjoyment tendency to urge impulse buying at Lawson. This study used a descriptive study research design did a survey of 165 respondents Lawson visitors have ever did impulse buying. The design study is conclusive descriptive cross-sectional (single cross period). The sampling method used is a nonprobability sampling technique which convenience sampling. The data analysis technique used is by using SPSS 22 for windows to do the pre-test analysis and Structural Equation Model (SEM) for the main test.

Results from this study that the first, shopping enjoyment tendency positive effect on impulse buying through positive affection and urge. Secondly, Impulse buying tendency positive effect on impulse buying through urge. Third, Store environment perception positive effect on impulse buying urge through positive affection. Fourth, Store environment is not conducive to the stimulation in making impulse buying despite urge impulse buying that influence impulse buying decisions. Fifth, Store environment has no effect on impulse buying urge through despite the negative affection urge impulse buying that influence impulse buying decisions."