Pengaruh Utilitarian Value dan Emotional Value terhadap Impulsive Buying melalui Kepercayaan Konsumen pada e-Commerce di Indonesia
Kata Kunci:
Utilitarian Value, Emotional Value, Kepercayaan Konsumen, Impulsive Buying, E-commerceAbstrak
Kemajuan teknologi dan internet berdampak signifikan pada pola konsumsi di Indonesia melalui e-commerce. E-commerce mengalami pertumbuhan pesat dengan banyak perusahaan dan transaksi belanja online yang meningkat. E-commerce dipilih karena kemudahan dan kenyamanan transaksi. Namun, fenomena pembelian impulsif juga muncul sebagai dampaknya. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah 50 responden mahasiswa Universitas Brawijaya dari angkatan 2018 - 2020. Hasilnya menunjukkan bahwa utilitarian value tidak berpengaruh langsung pada impulsive buying, sementara emotional value berpengaruh langsung. Faktor emosional lebih dominan daripada utilitarian value dalam mempengaruhi impulsive buying. Pengaruh tidak langsung melalui kepercayaan konsumen juga tidak terbukti. Dengan demikian, kepercayaan konsumen tidak memediasi hubungan antara utilitarian value dan emotional value dengan impulsive buying.
Referensi
Anggaranie, G., 2017. Perkembangan E-Commerce Beserta Klasifikasinya. [Online]Availableat:<https://supplychainindonesia.com/wp-content/files/SCI_-_Artikel_Perkembangan_E-Commerce_Beserta_Klasifikasinya.pdf> [Accessed 10 Maret 2023].
Candan, B., Unal, S., & Ercis, A., 2013. Analyzing the relationship between consumption values and brand loyalty of young people: a study on personal care products. European Journal of Research on Education, pp.29-46.
Darmawan, D., & Gatheru, J., 2021. Understanding Impulsive Buying Behavior in Marketplace. Journal of Social Science Studies, Vol.1, No. 1. pp. 11-18.
Harahap, D. A., & Amanah, D. (2018). PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), pp.193-213.
Hong, I. B., & Cha, H.S., 2013. The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, Vol 33(6), pp.927-939.
Juliandi, A., 2018. Structural Equation Model Partial Least Square (SEM-PLS) Dengan SmartPLS.
Ningsih, E. M., & Andjarwati, A. L., 2021. PERAN CONSUMER PERCEIVED VALUE DALAM ONLINE REVIEW TERHADAP IMPULSE BUYING TENDENCY MELALUI BROWSING SEBAGAI VARIABEL INTERVENING. Jurnal Ilmu Manajemen, Vol. 9, No. 2.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, pp. 92-103.
Paramitha, N., Sulhaini., & Saufi, A., 2022. The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace. International Journal of Multicultural and Multireligious Understanding, Vol. 9 (2), pp 54-67.
Park, E. J., & Kim, E. Y., 2008. Effects of Consumer Tendencies and Positive Emotion on Impulse Buying Behavior for Apparel. Journal of the Korean Society of Clothing and Textiles, Vol. 32 (6), pp.980-990.
Pramestya, N. L., & Widagda, I., 2020. THE ROLE OF POSITIVE EMOTION MEDIATES FASHION INVOLVEMENT ON IMPULSE BUYING. American Journal of Humanities and Social Sciences Research (AJHSSR), Vol. 4, No.9. pp. 01-08.
Purwa, E., & Yasa, N., 2014. Strategi Store Environment dan Time Pressure Pada Pembelian Impulsif Melalui Emotional State. Jurnal Dinamika Manajemen, Vol 5 (2), pp.147
Putra, A. H. P., Said, S. & Hasan, S., 2017. Implication Of External And Internal Factors Of Mall Consumers In Indonesia To Impulsive Buying Behavior. International Journal of Business Accounting and Management, 2(4).160.
Rachmawati, V., 2009. Hubungan Antara Hedonic Shopping Value, Positive Emotion, dan Perilaku Impulse Buying Pada Konsumen Ritel). Majalah Ekonomi Universitas Airlangga, Vol.19, no.2.
Anggaranie, G., 2017. Perkembangan E-Commerce Beserta Klasifikasinya. [Online]Availableat:<https://supplychainindonesia.com/wp-content/files/SCI_-_Artikel_Perkembangan_E-Commerce_Beserta_Klasifikasinya.pdf> [Accessed 10 Maret 2023].
Candan, B., Unal, S., & Ercis, A., 2013. Analyzing the relationship between consumption values and brand loyalty of young people: a study on personal care products. European Journal of Research on Education, pp.29-46.
Darmawan, D., & Gatheru, J., 2021. Understanding Impulsive Buying Behavior in Marketplace. Journal of Social Science Studies, Vol.1, No. 1. pp. 11-18.
Harahap, D. A., & Amanah, D. (2018). PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), pp.193-213.
Hong, I. B., & Cha, H.S., 2013. The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, Vol 33(6), pp.927-939.
Juliandi, A., 2018. Structural Equation Model Partial Least Square (SEM-PLS) Dengan SmartPLS.
Ningsih, E. M., & Andjarwati, A. L., 2021. PERAN CONSUMER PERCEIVED VALUE DALAM ONLINE REVIEW TERHADAP IMPULSE BUYING TENDENCY MELALUI BROWSING SEBAGAI VARIABEL INTERVENING. Jurnal Ilmu Manajemen, Vol. 9, No. 2.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, pp. 92-103.
Paramitha, N., Sulhaini., & Saufi, A., 2022. The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace. International Journal of Multicultural and Multireligious Understanding, Vol. 9 (2), pp 54-67.
Park, E. J., & Kim, E. Y., 2008. Effects of Consumer Tendencies and Positive Emotion on Impulse Buying Behavior for Apparel. Journal of the Korean Society of Clothing and Textiles, Vol. 32 (6), pp.980-990.
Pramestya, N. L., & Widagda, I., 2020. THE ROLE OF POSITIVE EMOTION MEDIATES FASHION INVOLVEMENT ON IMPULSE BUYING. American Journal of Humanities and Social Sciences Research (AJHSSR), Vol. 4, No.9. pp. 01-08.
Purwa, E., & Yasa, N., 2014. Strategi Store Environment dan Time Pressure Pada Pembelian Impulsif Melalui Emotional State. Jurnal Dinamika Manajemen, Vol 5 (2), pp.147
Putra, A. H. P., Said, S. & Hasan, S., 2017. Implication Of External And Internal Factors Of Mall Consumers In Indonesia To Impulsive Buying Behavior. International Journal of Business Accounting and Management, 2(4).160.
Rachmawati, V., 2009. Hubungan Antara Hedonic Shopping Value, Positive Emotion, dan Perilaku Impulse Buying Pada Konsumen Ritel). Majalah Ekonomi Universitas Airlangga, Vol.19, no.2.
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