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Abstract
Meningkatnya pembelian melalui situs e-commerce membuat suatu fenomena dimana pembeli merasakan kenikmatan belanja dan banyak yang melakukan pembelian spontan tidak terencana yang sering disebut dengan pembelian impulsif, oleh karena itu penelitian ini ditujukan untuk menganalisis faktor-faktor apa saja yang mempengaruhi pembelian impulsif dan shopping enjoyment pada mahasiswa pengguna Shopee di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dan teknik purposive sampling diterapkan untuk memilih sampel yang menghasilkan 240 tanggapan yang valid. Data dianalisis menggunakan metode PLS-SEM dengan software SMART PLS dan menemukan hasil bahwa perceived scarcity, hedonic shopping motive, berpengaruh secara tidak langsung melalui attitude toward flash sale terhadap impulse buying, dan shopping enjoyment. Sedangkan perceived perishability, tidak berpengaruh terhadap attitude toward flash sale. Hasil dari penelitian skripsi ini dapat dijadikan masukkan dan bahan pertimbangan pihak e-commerce untuk dapat mempertahankan batasan produk yang dijual, dan mengkaji kembali durasi efektif yang harus dipakai saat flash sale.
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Copyright (c) 2022 Intan Renita, Budi Astuti
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References
- Aggarwal, P. and Vaidyanathan, R. (2003) ‘Use it or lose it: purchase acceleration effects of time-limited promotions’, Journal of Consumer Behaviour, 2(4), pp. 393–403. doi:10.1002/cb.116.
- Byun, S.E. and Sternquist, B. (2012) ‘Here today, gone tomorrow: Consumer reactions to perceived limited availability’, Journal of Marketing Theory and Practice, 20(2), pp. 223–234. doi:10.2753/MTP1069-6679200207.
- Childers, T.L. et al. (2001) ‘Hedonic and utilitarian motivations for online retail shopping behavior’, Journal of Retailing, 77(4), pp. 511–535. doi:10.1016/S0022-4359(01)00056-2.
- Christian et al. (2021) ‘The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency.pdf’, Kinerja, 25(1), pp. 103–120.
- Cook, S.C. and Yurchisin, J. (2017) ‘Fast fashion environments: consumer’s heaven or retailer’s nightmare?’, International Journal of Retail and Distribution Management, 45(2), pp. 143–157. doi:10.1108/IJRDM-03-2016-0027.
- Dilmé, F. and Li, F. (2019) ‘Revenue Management without Commitment: Dynamic Pricing and Periodic Flash Sales’, Review of Economic Studies, 86(5), pp. 1999–2034. doi:10.1093/restud/rdy073.
- Duarte, P., Raposo, M. and Ferraz, M. (2013) ‘Drivers of snack foods impulse buying behaviour among young consumers’, British Food Journal, 115(9), pp. 1233–1254. doi:10.1108/BFJ-10-2011-0272.
- Fatmawati, I. and Dinar, L. (2021) ‘How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases’, Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 176, pp. 139–149. doi:10.2991/aer.k.210121.020.
- Genchev, E. and Todorova, G. (2017) ‘Sales promotion activities – effective tool of marketing communication mix’, Trakia Journal of Science, 15(Suppl.1), pp. 181–185. doi:10.15547/tjs.2017.s.01.033.
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- Kristofferson, K. et al. (2016) ‘The Dark Side of Scarcity Promotions: How Exposure to Limited-Quantity Promotions Can Induce Aggression’, Journal of Consumer Research, 43(5), pp. 683-706. doi:10.1093/jcr/ucw056.
- Leischnig, A., Schwertfeger, M. and Geigenmüller, A. (2011) ‘Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands-An empirical examination’, Journal of Retailing and Consumer Services, 18(3), pp. 218–223. doi:10.1016/j.jretconser.2010.11.002.
- Mihić, M. and Milaković, I.K. (2017) ‘Examining shopping enjoyment: Personal factors, word of mouth and moderating effects of demographics’, Economic Research-Ekonomska Istrazivanja, 30(1), pp. 1300–1317. doi:10.1080/1331677X.2017.1355255.
- Mohan, G., Sivakumaran, B. and Sharma, P. (2013) ‘Impact of store environment on impulse buying behavior’, European Journal of Marketing, 47(10), pp. 1711–1732. doi:10.1108/EJM-03-2011-0110.
- Morales, A. et al. (2014) ‘The Dark Side of Marketing Tactics: Scarcity Promotions Induce Aggressive Behavior’, Association for Consumer Research, 42, pp. 556–557. Available at: http://www.acrwebsite.org/volumes/1017224/volumes/v42/NA-42.
- Roscoe, J.T. (1975) ‘Fundamental research statistics for the behavioral sciences’. Available at: https://agris.fao.org/agris-search/search.do?recordID=US201300527436.
- Sarstedt, M., Ringle, C.M. and Hair, J.F. (2017) ‘Partial Least Squares Structural Equation Modeling’, in Handbook of Market Research. Cham: Springer International Publishing, pp. 1–40. doi:10.1007/978-3-319-05542-8_15-1.
- Saunders, M., Adrian, T. and Lewis, P. (2013) Research Methods for Business Students. Harlow, England: FT Prentice Hall, Pearson Education.
- Sumarwan and Ujang (2002) Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: Ghalia Indonesia.
- Vannisa, D., Fansuri, A. and Ambon, I.M. (2020) ‘The effect of flash sale program on shopping enjoyment and impulse buying on flash sale on C2C E-commerce’, International Journal of Scientific and Technology Research, 9(4), pp. 2534–2539.
- Verhallen, T.M.M. and Robben, H.S.J. (1994) ‘Scarcity and preference: An experiment on unavailability and product evaluation’, Journal of Economic Psychology, 15(2), pp. 315–331. doi:10.1016/0167-4870(94)90007-8.
- Yoo, J. (2016) ‘The Effects of Product Popularity and Time Pressure on Consumer Responses in Social Commerce’, The e-Business Studies, 17(2), pp. 127-145. doi:10.20462/TeBS.2016.04.17.2.127.
- Yulianto, Y., Sisko, A. and Hendriana, E. (2021) ‘The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis’, Journal of Business and Management Review, 2(10), pp. 692–714. doi:10.47153/jbmr210.2152021.
- Zhang, M. et al. (2018) ‘Why and how do branders sell new products on flash sale platforms?’, European Journal of Operational Research, 270(1), pp. 337–351. doi:10.1016/j.ejor.2018.02.051.
References
Aggarwal, P. and Vaidyanathan, R. (2003) ‘Use it or lose it: purchase acceleration effects of time-limited promotions’, Journal of Consumer Behaviour, 2(4), pp. 393–403. doi:10.1002/cb.116.
Byun, S.E. and Sternquist, B. (2012) ‘Here today, gone tomorrow: Consumer reactions to perceived limited availability’, Journal of Marketing Theory and Practice, 20(2), pp. 223–234. doi:10.2753/MTP1069-6679200207.
Childers, T.L. et al. (2001) ‘Hedonic and utilitarian motivations for online retail shopping behavior’, Journal of Retailing, 77(4), pp. 511–535. doi:10.1016/S0022-4359(01)00056-2.
Christian et al. (2021) ‘The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency.pdf’, Kinerja, 25(1), pp. 103–120.
Cook, S.C. and Yurchisin, J. (2017) ‘Fast fashion environments: consumer’s heaven or retailer’s nightmare?’, International Journal of Retail and Distribution Management, 45(2), pp. 143–157. doi:10.1108/IJRDM-03-2016-0027.
Dilmé, F. and Li, F. (2019) ‘Revenue Management without Commitment: Dynamic Pricing and Periodic Flash Sales’, Review of Economic Studies, 86(5), pp. 1999–2034. doi:10.1093/restud/rdy073.
Duarte, P., Raposo, M. and Ferraz, M. (2013) ‘Drivers of snack foods impulse buying behaviour among young consumers’, British Food Journal, 115(9), pp. 1233–1254. doi:10.1108/BFJ-10-2011-0272.
Fatmawati, I. and Dinar, L. (2021) ‘How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases’, Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 176, pp. 139–149. doi:10.2991/aer.k.210121.020.
Genchev, E. and Todorova, G. (2017) ‘Sales promotion activities – effective tool of marketing communication mix’, Trakia Journal of Science, 15(Suppl.1), pp. 181–185. doi:10.15547/tjs.2017.s.01.033.
Katadata.co.id (2016) Konsumen Online Indonesia Ternyata Tidak Impulsif. Available at: https://databoks.katadata.co.id/datapublish/2016/12/22/konsumen-online-indonesia-ternyata-tidak-impulsif (Accessed: 29 March 2022).
Kristofferson, K. et al. (2016) ‘The Dark Side of Scarcity Promotions: How Exposure to Limited-Quantity Promotions Can Induce Aggression’, Journal of Consumer Research, 43(5), pp. 683-706. doi:10.1093/jcr/ucw056.
Leischnig, A., Schwertfeger, M. and Geigenmüller, A. (2011) ‘Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands-An empirical examination’, Journal of Retailing and Consumer Services, 18(3), pp. 218–223. doi:10.1016/j.jretconser.2010.11.002.
Mihić, M. and Milaković, I.K. (2017) ‘Examining shopping enjoyment: Personal factors, word of mouth and moderating effects of demographics’, Economic Research-Ekonomska Istrazivanja, 30(1), pp. 1300–1317. doi:10.1080/1331677X.2017.1355255.
Mohan, G., Sivakumaran, B. and Sharma, P. (2013) ‘Impact of store environment on impulse buying behavior’, European Journal of Marketing, 47(10), pp. 1711–1732. doi:10.1108/EJM-03-2011-0110.
Morales, A. et al. (2014) ‘The Dark Side of Marketing Tactics: Scarcity Promotions Induce Aggressive Behavior’, Association for Consumer Research, 42, pp. 556–557. Available at: http://www.acrwebsite.org/volumes/1017224/volumes/v42/NA-42.
Roscoe, J.T. (1975) ‘Fundamental research statistics for the behavioral sciences’. Available at: https://agris.fao.org/agris-search/search.do?recordID=US201300527436.
Sarstedt, M., Ringle, C.M. and Hair, J.F. (2017) ‘Partial Least Squares Structural Equation Modeling’, in Handbook of Market Research. Cham: Springer International Publishing, pp. 1–40. doi:10.1007/978-3-319-05542-8_15-1.
Saunders, M., Adrian, T. and Lewis, P. (2013) Research Methods for Business Students. Harlow, England: FT Prentice Hall, Pearson Education.
Sumarwan and Ujang (2002) Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: Ghalia Indonesia.
Vannisa, D., Fansuri, A. and Ambon, I.M. (2020) ‘The effect of flash sale program on shopping enjoyment and impulse buying on flash sale on C2C E-commerce’, International Journal of Scientific and Technology Research, 9(4), pp. 2534–2539.
Verhallen, T.M.M. and Robben, H.S.J. (1994) ‘Scarcity and preference: An experiment on unavailability and product evaluation’, Journal of Economic Psychology, 15(2), pp. 315–331. doi:10.1016/0167-4870(94)90007-8.
Yoo, J. (2016) ‘The Effects of Product Popularity and Time Pressure on Consumer Responses in Social Commerce’, The e-Business Studies, 17(2), pp. 127-145. doi:10.20462/TeBS.2016.04.17.2.127.
Yulianto, Y., Sisko, A. and Hendriana, E. (2021) ‘The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis’, Journal of Business and Management Review, 2(10), pp. 692–714. doi:10.47153/jbmr210.2152021.
Zhang, M. et al. (2018) ‘Why and how do branders sell new products on flash sale platforms?’, European Journal of Operational Research, 270(1), pp. 337–351. doi:10.1016/j.ejor.2018.02.051.