Pengaruh Hedonic Motivation dan Utilatarian Motivation Terhadap Impulsive Buying pada Pengguna E-Commerce.
DOI:
https://doi.org/10.35794/jmbi.v10i1.44802Abstrak
Penelitian ini bertujuan untuk menjelaskan tentang pengaruh yang signifikan dari variable Hedonic motivation terhadap Impulsive buying. Hedonic motivation dan Utilitarian motivation dapat mendorong perilaku impulsive buying pada transaksi saat berbelanja di e-commerce. Pengaruh ini bisa dilihat dari beberapa jenis barang yang dibeli di dalam e-commerce, seperti Kebutuhan sehari-hari (Makanan, Minuman, dan lain lain), Fashion / Cosmetic, Travel (tiket kereta, tiket pesawat dan hotel). Prosedur pengambilan sampel yang digunakan untuk mengumpulkan data yang relevan adalah dengan penggunaan kuesioner dan menggunakan metode purposive sampling. Penelitian ini dilakukan terhadap 344 responden yang merupakan pengguna aktif social media dan pengguna e-commerce, seperti Shoppe, Tokopedia, Lazada. Data dianalisis menggunakan metode SEM (Structural Equation Modelling) serta menggunakan aplikasi SMART-PLS. Hasil pengujian menunjukkan bahwa Hasil pengujian menunjukan bahwa faktor eksternal memiliki pengaruh positif terhadap hedonic motivation dan utilitarian motivation dapat dilihat hedonic motivation berpengaruh positif terhadap faktor impulsive buying, serta utilitarian motivation ternyata tidak mempengaruhi impulsive buying. penelitian ini juga menemukan bahwa interpersonal factor dan external factor cukup berpengaruh signifikan secara positif terhadap impulsive buying dengan mediasi hedonic motivation. Sedangkan utilitarian motivationtidak mampu memediasi factor interpersonal dan factor external untuk memberi pengaruh signifikan terhadap perilaku impulsive buyingkonsumen.
Kata Kunci :e-commerce; hedonic motivation; utilitarian motivation; impulsive buying
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