Shopping Life Style Memediasi Hubungan Hedonic Dan Utilitarian Value Terhadap Impulse Buying

Abstract

Sidoarjo an area affected by national disasters such as mud, giving the image to the public that the disasters had a negative impact on the existence of a small industrial centers are located in Tanggulangin ABSTRAKSidoarjo merupakan wilayah yang terkena bencana nasional berupa lumpur, yang memberikan image kepada masyarakat bahwa bencana tersebut memberikan dampak negatif terhadap keberadaan sentra industri kecil yang terletak di Tanggulangin. Tingkat pembelian masyarakat atas produk tas dan koper menunjukkan kecenderungan menurun sejak terjadinya bencana tersebut. Menyadari akan adanya akibat tersebut, perlu upaya mengangkat kembali dengan memberikan stuimulus kepada masyarakat luas untuk berbelanja di Sentra Industri Tas dan Koper di Tanggulangin, Sidoarjo. Penelitian ini memerlukan data dan informasi dari responden yaitu konsumen produk kulit yang berbelanja di Sentra Industri Kulit Tanggulangin Sidoarjo. Tujuan dalam penelitian ini adalah untuk mengetahui hedonic dan utilitarian berpengaruh langsung terhadap impulse buying , Untuk mengetahui hedonic berpengaruh tidak langsung terhadap impulse buying melalui shopping lifestyle, Untuk mengetahui utilitarian berpengaruh tidak langsung terhadap impulse buying melalui shopping lifestyle. Untuk menguji pengaruh variabel intervening digunakan metode analisis jalur (path analysis). Analisis jalur merupakan perluasan dari analisis regresi linear berganda yang berfungsi untuk menaksir hubungan kausalitas antar variabel yang telah ditetapkan sebelumnya. Dalam penelitian ini ada 4 variabel yang akan dianalisis parameternya yaitu hedonic, utilitarian, shopping lifestyle terhadap impulse buying dengan shopping lifestyle sebagai variabel intervening.Kata kunci: hedonic value, utilitarian value, shopping lifestyle, dan impulse buying PENDAHULUANSidoarjo merupakan wilayah yang terkena bencana nasional berupa lumpur, yang memberikan image negatif kepada masyarakat terhadap keberadaan sentra industri kecil yang terletak di Tanggulangin. Tingkat pembelian masyarakat atas produk tas dan koper menunjukkan kecenderungan me-

The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce

“…The test result of hypothesis 3b showed that the variable of utilitarian motivation has significant indirect influence through product browsing on impulse buying which means that the variable of product browsing is a variable that mediates between utilitarian motivation and impulse buying. These findings support the research conducted by Cahyono (2016) who obtained the findings that utilitarian motivation has an indirect influence on impulsive buying. Bellenger et al (1978) in Gultekin and Ozer (2012) stated that during the process of product browsing, there is much information that consumers get about the products and stimuli that arise on the product.…”

“…It is different from the findings of Lim's research, Se Hun et al (2017) and Rezaei et al (2016) which stated that one's utilitarian motivation in online shopping has a direct influence on the impulsive buying behavior. However, the findings of this research support the research conducted by Lee, Namho (2016) and Cahyono et al, (2016) who stated that one's utilitarian motivation value in shopping has no direct influence on impulsive buying behavior. This is common because consumers with utilitarian motivation are more rational and non-emotional in shopping and tend to consider the functional value of the products they buy.…”

“…Furthermore, researches by Lim, Se Hun et al (2017) and Rezaei et al (2016) showed that hedonic and utilitarian motivations in online shopping have a direct influence on impulsive buying. However, there are differences in the findings of research conducted by Cahyono et al (2016) which stated that hedonic and utilitarian values have no direct influence on impulsive buying in shopping. The findings of this research were also supported by Lizamary and Edwin (2014) and Fatchur (2009) which found that there was no significant influence between hedonic motivation on impulsive buying behavior.…”

A Literature Review on the Influence of Sales Promotion, Shopping Lifestyle, Store Atmosphere, and Hedonic Shopping Motivation toward Unplanned Purchase

“…Sales Promotion 1.1 (Ayimey K, Vitor, & Gayibor, 2013), (Weerathunga & Pathmini, 2016), (Amanah, Dita dan Pelawi, 2015) 2. Shopping Lifestyle (Amiri, Jasour, Shirpour, & Alizadeh, 2012), (Japariyanto & Sugiyono Sugiharto, 2.1 2011), (Deviana & I Gst Ayu Kt.Giantari, 2016), (Chusniasari & Prijati, 2015), (Cahyono, Khuzaini, & Hermono Widiarto, 2012). 3.…”

“…(Chusniasari & Prijati, 2015) mention that lifestyle shopping give significant influence and positive impact on unplanned purchase. Further research conducted by (Cahyono, Khuzaini, & Hermono Widiarto, 2012) find that shopping lifestyle has a direct influence on unplanned purchase. 3.…”