Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee

https://doi.org/10.35912/rambis.v2i1.1477
Published: Nov 2, 2022

Abstract:

Purpose: This research is based on the online shopping trend which has increased in Indonesia and the Shopee marketplace site which has experienced a very significant increase in sales from previous years.

Research methodology: This study aims to analyze the effect of the Hedonic Shopping Motivation Dimension on impulse buying. The population in this study are consumers who have made impulse purchases on the Shopee marketplace site. The sample in this study was taken using a purposive sampling method and determined by the Bernoulli formula.

Results: The results of this study indicate that Idea Shopping (X3), Social Shopping (X4), and Relaxation Shopping (X5) have a positive and significant effect on Impulsive Purchases on the Shopee marketplace site. The results of this study indicate that the variable that has the most dominant effect on impulse buying is relaxation shopping and the variable that has the least effect is social shopping.

Limitations: This research focuses on experience, idea, value, social and relaxation as independent variables; and the competitive advantage as dependent variable.

Contribution: This research explains the effect on Impulsive Purchases on the Shopee marketplace site and also the implications of marketing management theory.

Keywords:
1. Hedonic Shopping Motivation
2. Impulsive Purchase
3. Marketplace
4. Shopee
5. Online Shopping
Authors:
1 . Misbah Arbaiah
2 . Dorothy Rouly Pandjaitan
3 . Dwi Asri Siti Ambarwati
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How to Cite
Arbaiah, M., Pandjaitan, D. R., & Ambarwati, D. A. S. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee . Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477
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Issue & Section
Vol. 2 No. 1 (2022): Juni
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  2. Anin, A. (2008). Hubungan self monitoring dengan impulsive buying terhadap produk fashion pada remaja. Jurnal Psikologi, 35(2), 181–193.
  3. Arnold, M., & Reynolds, K. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77–99.
  4. Asosiasi Penyelenggara Jasa Internet (APJII). (2019). Hasil Survei Internet APJII 2018. https://apjii.or.id/survei2018s
  5. Asosiasi Penyelenggara Jasa Internet (APJII). (2020). Hasil Survei Internet APJII 2019-2020 [Q2]. https://apjii.or.id/survei2019x.
  6. Basu, S., & Irawan. (2008). Manajemen Pemasaran Modern. Liberty.
  7. Burhanudin. (1997). Logika Materiil Filsafat Ilmu Pengetahuan. Rineka Cipta.
  8. Gultekin, B., & Ozer, L. (2012). The influence of hedonic motives and browsing on impulse buying. Journal of Economics and Behavioral Studies, 4, 180–189.
  9. Herabadi, A. G. (2003). Buying Impulses: A Study on Impulsive Consumption. Verdedigen.
  10. Kotler, P., & Amstrong, G. (2012). Principles of Marketing. Prentice Hall.
  11. Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Pearson Education.
  12. Kunto, A. (1999). Remaja Tentang Hedonisme?: Kecil Bahagia, Muda Foya-Foya, Tua Kaya Raya, Mati Masuk Surga. P.T. Kanisius.
  13. Lim, F. (2008). Filsafat Teknologi. Kanisius.
  14. Moh, N. (2011). Metode Penelitian (cetakan 6). penerbit Ghalia Indonesia.
  15. Mohammed, R. (2003). Internet Marketing Building Advantage In A Nerworked Economy (second edi). McGraw-Hill/Irwin.
  16. Mulianingsih, D., & dkk. (2019). Pengaruh motivasi belanja hedonis terhadap kecenderungan pembelian impulsif di online shop. Jurnal Administrasi Bisnis (JAB), 66.
  17. Nugroho, B., & Idris. (2018). Pengaruh dimensi motivasi belanja hedonis terhadap pembelian impulsif online pada situs marketplace tokopedia. Journal of Management, 7(4), 1–11.
  18. Ozen, H., & Engizek, N. (2013). Shopping online without thinking: being emotional or rational? Asia Pacific Journal of Marketin and Logistics, 26(1), 78–93.
  19. Purnomo, H., & Riani, L. (2018). Analisis hedonic shopping motives terhadap impulse buying toko daring pada masyarakat kota kediri. Jurnal Bisnis Dan Manajemen, 2(1), 68–88.
  20. Sugiyono. (2015). Metode Penelitian Pendidikan?: Pendekatan Kualitatif, Kuantitatif, dan R & D. P.T. Alfabet.
  21. Sumartono. (2002). Terperangkap dalam Iklan. Cv. Alfabeta.
  22. Suyanto, A. (2007). Step by Step Web Design Theory and Practices. ANDI.
  23. Utami, W. (2010). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia edisi 2 (2nd ed.). Salemba Empat.
  24. Verhagen, T., & Dolen, V. W. (2011). The influence of online store beliefs on consumers online impulse buying: a model and empirical application. Journal Information & Management, 48, 320–327.
  25. Wang, H. (2015). Study of influencing factors on consumer online impulse buying. Management Science and Research, 4(2), 19–25.
  26. Winardi. (2002). Motivasi dan Pemotivasian dalam Manajemen. PT. Grafindo Persada.