Analisis faktor-faktor yang mempengaruhi online impulsive buying pada generasi z di e-commerce Tokopedia

Ngawi, Gabriel Hernando Xavier (2023) Analisis faktor-faktor yang mempengaruhi online impulsive buying pada generasi z di e-commerce Tokopedia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

E-commerce merupakan situsi belanja online yang sedang marak, apalagi dengan adanya kondisi pandemi Covid-19 yang mendukung aktivitas masyarakat menjadi serba online, semakin meningkatkan e-commerce untuk mencapai potensial yang lebih tinggi. Namun dengan semakin meningkatnya e-commerce di Indonesia saat pandemi Covid-19, Tokopedia malah mengalami penurunan sehingga belum mencapai potensinya secara penuh. Maka dari itu, penelitian ini berusaha untuk menganalisis konsep dari Online Impulsive Buying yang sebaiknya diterapkan pada e-commerce Tokopedia. Tujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi Online Impulsive Buying pada generasi Z di e-commerce Tokopedia. Variabel-variabel yang diduga mempengaruhi variabel dependen dalam penelitian ini yaitu Promotion, Comments, Advertisement, Impulsiveness, dan Income. Penelitian ini dilakukan dengan pendekatan kuantitatif, dimana pengumpulan data didapatkan menggunakan metode survei melalui penyebaran kuesioner kepada 202 responden yang merupakan generasi Z yang aktif melakukan belanja di e-commerce Tokopedia. Data yang diperoleh kemudian diolah menggunakan program SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa variabel-variabel independen, yaitu Promotion, Comments, Advertisement, Impulsiveness, dan Income berpengaruh secara positif terhadap Online Impulsive Buying. Hasil dari penelitian ini diharapkan dapat membantu pengusaha di e-commerce Tokopedia agar dapat meningkatkan kinerjanya / E-commerce is an online shopping site that is currently on trend, especially with the Covid-19 pandemic which supports people’s activities to be completely online, further increasing e-commerce to achieve a full potential. However, with the increase in e- commerce in Indonesia during the Covid-19 pandemic, Tokopedia has experienced a decline performance, and so it has not yet reached its full potential. Therefore, this study seeks to analyze the concept of online impulsive buying which should be applied to Tokopedia e-commerce. The purpose of this study is to analyze the factors that effecting online impulsive buying on Z generation at Tokopedia e-commerce. The variables that are suspected to affecting the dependent variable in this study are Promotion, Comments, Advertisement, Impulsiveness, and Income. This study was conducted using a quantitative approach, where data collection was obtained using a survey method by distributing questionnaires to 202 respondents who are Z generation who actively shop at Tokopedia e-commerce. The data obtained was then processed using the SmartPLS 3.0 program. The results of this study indicate that the independent variables, namely Promotion, Comments, Advertisement, Impulsiveness, and Income have a positive effect on Online Impulsive Buying. The results of this study are expected to help entrepreneurs in e-commerce Tokopedia to improve their performance.

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