Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
[Tujuan dari penelitian ini adalah untuk melihat pengaruh dari atribut produk fashion terhadap perilaku pembelian impulsif konsumen, dengan mempertimbangkan perilaku utilitarian web browsing dan hedonic web browsing konsumen di situs online yang menjual produk fashion. Sampel penelitian ini adalah 166 pria dan wanita yang pernah melakukan pembelian produk fashion di situs online lokal dalam kurun waktu 6 (enam) bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling. Hasil penelitian menunjukkan bahwa atribut produk yang mempengaruhi perilaku Utilitarian Web Browsing konsumen adalah Variety of Selection, sedangkan atribut produk yang berpengaruh terhadap perilaku Hedonic Web Browsing konsumen adalah Price Attributes. Di samping itu, hasil penelitian menunjukkan bahwa perilaku Utilitarian Web Browsing berpengaruh secara negatif terhadap E-Impulse Buying, sedangkan Hedonic Web Browsing memiliki pengaruh positif terhadap E-Impulse Buying.;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites. Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites. Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying, This research aims to analyze the effect of fashion product attributes on consumer’s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer’s Utilitarian Browsing Behavior, whilst consumer’s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites. Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying]

Abstrak :
Pembelian secara online merupakan sebuah terobosan dalam era digitalisasi dunia pemasaran. Berbeda dengan etalase fisik, belanja di internet merupakan cara baru untuk berbelanja. Internet telah menjadi sarana penting untuk melaksanakan transaksi komersial. Salah satu industri yang mengalami banyak perubahan akibat munculnya perdagangan secara online yaitu pariwisata. Dengan adanya digitalisasi tiket menjadi e-ticket, sebuah efisiensi menjadi sangat signifikan. Penelitian ini bertujuan untuk mengetahui dan menguji secara empiris bagaimana hubungan kepribadian website web personality yang terdiri dari lima indikator yaitu solidity, enthusiasm, genuineness, sophistication, unpleasantness terhadap perilaku pembelian impulsif online secara langsung, dan dengan di mediasi oleh perilaku penelusuran web yang utilitarian dan hedonik terhadap perilaku pembelian impulsif secara online pada produk pariwisata oleh masyarakat Jakarta dan sekitarnya. Pengumpulan data dilakukan dengan kuesioner disebarkan menggunakan teknik snowball sampling dengan menggunakan googleforms. Kuesioner dibuat secara online pada link berikut: www.bitly.com/risettraveloka. Kemudian tautan kuesioner ini disebarkan melalui berbagai aplikasi instant messaging seperti LINE, WhatsApp, dan Instagram Message. Total kuesioner yang tersebar dan terkumpul adalah sejumlah 272 dengan jumlah responden yang lolos dalam kualifikasi sejumlah 254 responden. Sampel penelitian yang telah terkumpul sebanyak 254 tersebut merupakan representatif dari pembeli produk pariwisata secara online khususnya melalui situs web www.traveloka.com yang berdomisili di Jakarta, Bogor, Depok, Tangerang dan Bekasi sesuai dengan cakupan wilayah yang ingin diteliti dan terdiri dari jenis kelamin pria sebanyak 81 31,9 dan wanita sebanyak 183 68,1. Metode statistik menggunakan Structural Equation Model dengan software AMOS 20.0. Hasil dari penelitian ini menunjukkan bahwa seluruh hipotesis diterima dan berpengaruh signifikan, hal ini sejalan dengan penelitian sebelumnya yang dilakukan oleh Rezai et al.

---

Online purchase transaction is a breakthrough in the era of digitalization of the marketing world. In contrast to the physical storefront, shopping on the internet is a new way to shop. The internet has become an important means to carry out commercial transactions. One of the industries that experienced many changes due to the emergence of online trading is tourism. With the digitization of tickets into e ticket, an efficiency becomes very significant. This study aims to know and test empirically how the relationship personality website web personality which consists of five indicators of solidity, enthusiasm, genuineness, sophistication, unpleasantness of online impulsive buying behavior directly, and by mediation by utilitarian web search behavior and hedonic to the impulsive buying behavior online in tourism products by the people of Jakarta and surrounding areas. The data were collected using questionnaires distributed using snowball sampling technique using googleforms. Questionnaires are made online at the following link www.bitly.com risettraveloka. Then the questionnaire link is disseminated through various instant messaging applications like LINE, WhatsApp, and Instagram Message. Total questionnaires that are scattered and collected are a number of 272 with the number of respondents who qualified in a number of 254 respondents. The sample of research that has been collected as many as 254 is representative of the buyers of tourism products online, especially through the website www.traveloka.com domiciled in Jakarta, Bogor, Depok, Tangerang and Bekasi in accordance with the scope of the area to be studied and consists of male gender as many as 81 31.9 and women as many as 183 68.1. Statistical method using Structural Equation Model with AMOS 20.0 software. The results of this study indicate that all hypotheses are accepted and have a significant effect, this is in line with previous research conducted by Rezai et al.