Faktor-Faktor Yang Mempengaruhi Online Impuls Buying

Abstract

This study aims to analyze the factors that influence online impulse buying. The population in this study are people who have shopped impulsively at various e-stores in Indonesia such as Shopee, Lazada, Bukalapak and Tokopedia. The research sample size is 325 respondents. Data was collected by distributing questionnaires through social media and analyzed using Partial Least Square (PLS) with SmartPLS software. The results show that flow state, product affect and social interaction have a positive influence on online impulse buying so that the pleasure felt by consumers when browsing e-stores, positive (emotional) responses to products and social interactions can encourage the online impulse buying. Meanwhile, product risk has no effect on impulse buying, so product risk will not be related to the occurrence of online impulse buying. Online businessmen can encourage impulse buying by presenting attractive e-stores and providing communication space for fellow consumers through various media to be able to share information about products and shopping experiences. ABSTRAKPenelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi online impuls buying. Populasi dalam penelitian ini adalah orang-orang yang pernah berbelanja secara impulsif pada berbagai e-store di Indonesia seperti Shopee, Lazada, Bukalapak dan Tokopedia. Ukuran sampel penelitian adalah 325 responden. Data dikumpulkan dengan menyebarkan kuesioner melalui media sosial dan dianalisis menggunakan Partial Least Square (PLS) dengan software SmartPLS. Hasil penelitian menunjukkan keadaan mengalir, persepsi produk dan interaksi sosial mempunyai pengaruh positif terhadap pembelian online secara impulsif sehingga kesenangan yang dirasakan konsumen ketika menelusuri e-store, respon (emosi) positif terhadap produk dan interaksi sosial yang dilakukan konsumen dapat mendorong munculnya pembelian impulsif online. Sementara resiko produk tidak mempunyai pengaruh terhadap pembelian impulsif sehingga besar kecilnya resiko produk tidak akan berhubungan dengan terjadinya online impuls buying. Pelaku bisnis online dapat mendorong terjadinya pembelian impulsif dengan menghadirkan e-store yang menarik dan menyediakan ruang komunikasi antarkonsumen melalui berbagai media untuk dapat saling berbagi informasi mengenai produk dan pengalaman berbelanja.JEL : M31

Determinants of E-Commerce User Satisfaction: The Mediating Role of Purchase Intention

“…E-commerce also has various advantages such as direct access to other consumer ratings, direct comparison with other sales, and total products, which can be very large related to services and products provided by related e-commerce. According to (Fasyni et al, 2021;Zukhrufani & Ratnasari, 2022), having a business conducted online using e-commerce is very competitive due to price transparency and the presence of business rivals that can be accessed very easily.…”

“…Purchase intention is the habit of buying a brand and, in general, according to the purchase motive with the characteristics or attributes of a brand that can be considered (Amarullah, Handriana, & Maharudin, 2022). Purchase intention raises a motivation that continuously records in the mind of an individual and creates a powerful desire finally when a consumer needs to fulfill the need to actualize what is in mind (Fasyni et al, 2021).…”

“…One of them is the desire to buy or the intention to purchase from consumers because today's society has elements of consumer culture, so the desire to make purchases should be easily triggered by creative ecommerce businesses (Bajdor, 2021;Savila, Wathoni, & Santoso, 2019). The desire of consumers to make purchases, of course, will be one of the encouragements for consumers to try using ecommerce, and to get value from this satisfaction, a desire to buy on e-commerce is needed (Fasyni, Budiarti, & Lasmini, 2021;Rafiah, 2019). Based on this, this study uses the intention to purchase as a mediator between the effects of performance expectancy, self-efficacy, effort expectancy, and trust on satisfaction in using e-commerce.…”

The Role of Religious Commitment, Collectivism, and Long-Term Orientation in Consumer Impulse Buying

“…Impulse buying usually occurs without careful consideration (Zhang et al, 2020) and is a sudden, solid, and continuous urge to buy something immediately (Rook & Fisher, 1995). Consumers seem to feel hypnotized so they can easily make purchases (Fasyni et al, 2021). It can occur in online or offline purchases.…”

“…Many factors play a role in impulsive and compulsive buying, both internal and external factors. The factors that positively affect impulse buying are materialism (Floh & Madlberger, 2013;Richins & Dawson, 1992), flow state (Fasyni et al, 2021;Wu et al, 2020), product perception (Fasyni et al, 2020), ., 2021; Vonkeman et al, 2017), social interaction (Chen et al, 2016;Fasyni et al, 2021;Huang, 2016) and website quality (Floh & Madlberger, 2013;Turkyilmaz et al, 2015). At the same time, the factors that positively affect compulsive buying are hedonism (Tarka et al, 2022), helplessness, and intolerance of uncertainty (Çelik & Köse, 2021).…”