Faktor-faktor yang mempengaruhi online impulse purchase pada konsumen social commerce

Tanjung, Rinawati (2017) Faktor-faktor yang mempengaruhi online impulse purchase pada konsumen social commerce. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan menginvestigasi faktor- faktor yang mempengaruhi online impulse purchase pada konsumen social commerce pada XYZ. Penelitian ini merupakan penelitian kuantitatif, yang dilakukan pada pelanggan belanja online XYZ Indonesia. Sedangkan objek penelitian difokuskan pada variabel-variabel impulsiveness, normative evaluation, instant gratification, the urge to buy impulsively, product availability, perceived visual appeal, dan website ease of use. Metode pengumpulan data dilakukan dengan menggunakan data primer yang diperoleh dengan cara menyebarkan kuesioner secara langsung pada pelanggan XYZ. Adapun penentuan jumlah sampel dilakukan dengan metode nonprobability sampling dengan teknik purposive sampling dan diperoleh sebanyak 230 responden. Selanjutnya, data di analsisi menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa 1) Impulsiveness berpengaruh positif terhadap normative evaluation dan The Urge to Buy Impulsively. 2) Normative Evaluation terbukti berpengaruh positif terhadap Instant Gratification. Namun tidak berpengaruh positif terhadap the urge to buy impulsivel. 3) Instant gratification terbukti berpengaruh positif terhadap the urge to buy impulsively. 4) Product availability terbukti berpengaruh positif terhadap perceived visual appeal. 5) Perceived visual appeal tidak berpengaruh positif terhadap normative evaluation dan instant gratification. 6) Website ease of use terbukti berpengaruh positif terhadap perceived visual appeal. Namun tidak tidak berpengaruh positif terhadap instant gratification / This study aims to analyze and investigate the factors that influence online impulse purchase on social commerce consumers on XYZ. This research is a quantitative research, conducted on the customer online shopping XYZ Indonesia. While the object of research focused on the variables impulsiveness, normative evaluation, instant gratification, the urge to buy impulsively, product availability, perceived visual appeal, and website ease of use. Methods of data collection is done by using primary data obtained by distributing questionnaires directly to XYZ customers. The determination of the number of samples done by nonprobability sampling method with purposive sampling technique and obtained as many as 230 respondents. Furthermore, the data in the analysis using method Structural Equation Model (SEM). The results of this study indicate that 1) Impulsiveness has a positive effect on normative evaluation and The Urge to Buy Impulsively. 2) Normative Evaluation proved positive effect on Instant Gratification. But no positive effect on the urge to buy impulsivel. 3) Instant gratification proved to positively affect the urge to buy impulsively. 4) Product availability proved to have a positive effect on perceived visual appeal. 5) Perceived visual appeal has no positive effect on normative evaluation and instant gratification. 6) Ease of use website has positive effect on perceived visual appeal. But no no positive effect on instant gratification.

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