PENGARUH WEBSITE QUALITY, HEDONIC SHOPPING MOTIVATION¸ DAN PROMOSI PENJUALAN TERHADAP ONLINE IMPULSE BUYING PRODUK FASHION DI TOKOPEDIA
Keywords:
website quality, hedonic shopping motivation, promosi penjualan, online impulse buying
Abstract
This research aims to analyze the influence of website quality, hedonic shopping motivation, and sales promotions on online impulse buying of fashion products on Tokopedia. The data collection method uses a questionnaire distributed via Google Form. The population of this research are active students in Yogyakarta. Sampling was carried out using non-probability sampling with purposive sampling technique. The total sample was 108 respondents. The tests used in testing research instruments and questionnaire data include validity tests and reliability tests. The data analysis technique used is logistic regression analysis. The results of this research show that website quality, hedonic shopping motivation, and sales promotions have a positive and significant effect on online impulse buying of fashion products on Tokopedia
References
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Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74–85. https://doi.org/10.17358/ijbe.6.1.74
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52(February), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360–368.
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61(January), 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Afif, M., & Purwanto, P. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 2(2), 34. https://doi.org/10.47201/jamin.v2i2.51
Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/APJML-04-2017-0073
APJII. (2020). Laporan Survei Internet APJII 2019-2020. https://apjii.or.id/survei
Baladini, N., Syarief, N., & Gunaedi, J. (2021). Pengaruh Promosi Penjualan, Pemasaran Media Sosial dan Motivasi belanja hedonis terhadap perilaku pembelian impulsif. Korelasi: Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, 2, 1323–1337.
Dihni, V. A. (2022). 10 E-Commerce dengan Pengunjung Terbanyak Kuartal 1 2022. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/07/19/10-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2022
Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee. Jurnal Akuntansi Dan Manajemen, 17(02), 22–31. https://doi.org/10.36406/jam.v17i02.332
Fissudur, S., Basalamah, M. R., & Hatneny, A. I. (2021). Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Web Quality Terhadap Impulse Buying Pada Online Shop Shopee Di Masa Pandemi (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang). E-Jurnal Riset Manajemen, 10(10), 126–138.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., C. Black, W., J. Babin, B., & E. Anderson, R. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hidayat Rahmat, & Tryanti Inggit Kusni. (2018). Pengaruh Fashion Involvement Dan Shopping Lifestyle Terhadap Impulsive Buying Mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 2(2), 174–180.
Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86(July 2017), 300–310. https://doi.org/10.1016/j.jbusres.2017.07.013
Hursepuny, C. V., & Oktafani, F. (2018). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying Pada Konsumen Shopee_ID. E-Proceeding of Management, 5, (01)(1), 1041–1048.
Kotler, P., & Amstrong, G. (2021). Principles of markerting. Pearson Education Limited.
Pahlevi, R. (2022). Ini Produk yang Paling Banyak Dibeli di E-Commerce. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/06/03/ini-produk-yang-paling-banyak-dibeli-di-e-commerce
Pramesti, A. D., & Dwiridotjahjono, J. (2022). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Perilaku Impulse Buying pada Pengguna Shopee di Surabaya. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 945–962. https://doi.org/10.47467/elmal.v3i5.1182
Satria, A., & Trinanda, O. (2019). Pengaruh Promosi dan Website Quality Terhadap Impulse Buying Pada E-Commerce Lazada di Kota Padang. Jurnal Ecogen, 2(3), 463. https://doi.org/10.24036/jmpe.v2i3.7418
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Trifiyanto, K. (2019). Pengaruh Dimensi Online Visual Merchandising dan Promosi Penjualan Online Terhadap Impulse Buying. Jurnal Hummansi, 2(September), 29–37. https://doi.org/10.33488/1.jh.2019.2.213
Widarjono, A. (2018). Ekonometrika Pengantar Dan Aplikasinya Disertai Panduan Eviews (5th ed.). UPP STIM YKPN.
Wijoyo, F., & Santoso, T. (2022). Pengaruh Website Quality, Electronic Word of Mouth, Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada E-Commerce …. Agora, 10(1). https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/12081%0Ahttps://publication.petra.ac.id/index.php/manajemen-bisnis/article/viewFile/12081/10611
Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74–85. https://doi.org/10.17358/ijbe.6.1.74
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52(February), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360–368.
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61(January), 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Published
2024-02-22
How to Cite
YunitaS. (2024). PENGARUH WEBSITE QUALITY, HEDONIC SHOPPING MOTIVATION¸ DAN PROMOSI PENJUALAN TERHADAP ONLINE IMPULSE BUYING PRODUK FASHION DI TOKOPEDIA. Journal Competency of Business, 7(02), 78-89. https://doi.org/10.47200/jcob.v7i02.2280
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Articles
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