ONLINE CONVENIENCE MECHANISMS IN DRIVING IMPULSIVE BUYING ON SOCIAL COMMERCE: A STIMULUS-ORGANISM-RESPONSE (S-O-R) PERSPECTIVE
DOI:
https://doi.org/10.35794/jmbi.v13i2.67569Abstrak
Abstract. The development of social commerce in Indonesia has driven changes in consumer behavior, particularly the increasing tendency toward impulsive buying influenced by shopping convenience and psychological factors. This study aims to analyze the effects of access convenience, search convenience, and relationship convenience on impulsive buying behavior with hedonic value and attitude toward online impulsive buying as mediating variables. This research employs a quantitative approach with a cross-sectional design. Data were collected through an online survey of social commerce users and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that access convenience and search convenience have a positive effect on hedonic value, while relationship convenience has a positive effect on attitude toward online impulsive buying.
Abstrak. Perkembangan social commerce di Indonesia telah mendorong perubahan perilaku konsumen, khususnya meningkatnya kecenderungan pembelian impulsif yang dipengaruhi oleh kemudahan berbelanja dan faktor psikologis. Studi ini bertujuan untuk menganalisis pengaruh kemudahan akses, kemudahan pencarian, dan kemudahan hubungan terhadap perilaku pembelian impulsif dengan nilai hedonis dan sikap terhadap pembelian impulsif online sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional. Data dikumpulkan melalui survei online pengguna social commerce dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kemudahan akses dan kemudahan pencarian memiliki pengaruh positif terhadap nilai hedonis, sedangkan kemudahan hubungan memiliki pengaruh positif terhadap sikap terhadap pembelian impulsif online.
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