Article Sidebar

Submitted
15 January 2024
Accepted
30 January 2024
Published
30 January 2024
Download
PDF
Statistic
Read Counter : 388 Download : 261

Main Article Content

Abstract

Penelitian ini bertujuan untuk menganalisis hubungan antara online customers’ shopping experience, sikap loyalitas dan online impulsive buying pada pengguna e-commerce Shopee di Indonesia. Sampel penelitian melibatkan pengguna aktif e-commerce Shopee di Indonesia, data dikumpulkan dengan cara menyebarkan kuesioner kepada 260 responden secara online melalui social media Whatsapp. Kemudian, analisis data menggunakan analisis regresi linier berganda dengan software IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa interaktivitas, informativitas, dan kesenangan (enjoyment) memiliki pengaruh positif dan signifikan terhadap perilaku pembelian impulsif online pengguna e-commerce Shopee. Studi menunjukkan bahwa interaktivitas berkontribusi pada meningkatnya kecenderungan pembelian impulsif, sedangkan informativitas memberikan dampak positif yang signifikan terhadap perilaku serupa. Sementara itu, tingkat kesenangan yang diperoleh dari pengalaman berbelanja online juga berperan penting dalam mendorong pembelian impulsif. Selain itu, interaktivitas tidak hanya memengaruhi perilaku pembelian impulsif tetapi juga berhubungan secara positif dan signifikan dengan sikap loyalitas pengguna Shopee. Demikian pula, informativitas dan kesenangan juga memiliki dampak yang positif dan signifikan terhadap sikap loyalitas. Studi ini menyoroti pentingnya faktor-faktor ini dalam membentuk perilaku konsumen dan memberikan wawasan bagi platform e-commerce seperti Shopee untuk meningkatkan interaktivitas, informativitas, dan kesenangan guna mendukung baik pembelian impulsif maupun loyalitas pelanggan.

Keywords

online customers shopping experience (OCSE) sikap loyalitas online impulsive buying

Article Details

License

Copyright (c) 2023 Risti Dwi Oktaviani, Albari

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Oktaviani, R. D., & Albari. (2024). Analisis Hubungan antara Online Customers’ Shopping Experience, Sikap Loyalitas dan Online Impulsive Buying: Studi pada Pengguna E-Commerce Shopee di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5), 133–151. Retrieved from https://journal.uii.ac.id/selma/article/view/32384
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abdelsalam, S., Salim, N., Alias, R.A. dan Husain, O. (2020). “Understanding online impulse buying behavior in social commerce: a systematic literature review.” IEEE Access, 8, pp.89041-89058. Tersedia pada DOI:10.1109/ACCESS.2020.2993671
  2. Ahdiat, A. (2023) 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023, databoks. Tersedia pada: https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023 (Diakses: 10 Januari 2023).
  3. Alalwan, A.A. et al. (2019). “Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust.” Journal of Consumer Behaviour, 18(6), pp.431-446. Tersedia pada https://doi.org/10.1002/cb.1782
  4. Annur, C.M. (2023). “Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023.” Databoks Katadata. Diakses pada 08 Desember 2023 melalui https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023.
  5. Anshu, K., Gaur, L. dan Singh, G. (2022). “Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation.” Journal of Retailing and Consumer Services, 64, p.102798. Tersedia pada https://doi.org/10.1016/j.jretconser.2021.102798
  6. Becker, L. dan Jaakkola, E. (2020). “Customer experience: fundamental premises and implications for research.” Journal of the Academy of Marketing Science, 48, pp.630-648. Tersedia pada https://doi.org/10.1007/s11747-019-00718-x
  7. Bleier, A., Harmeling, C.M. dan Palmatier, R.W. (2018) “Creating Effective Online Customer Experiences,” Journal of Marketing, 83(2), hal. 98–119. Tersedia pada: https://doi.org/10.1177/0022242918809930.
  8. Cachero-Martínez, S. dan Vázquez-Casielles, R. (2021). “Building consumer loyalty through e-shopping experiences: The mediating role of emotions.” Journal of Retailing and Consumer Services, 60, p.102481. Tersedia pada https://doi.org/10.1016/j.jretconser.2021.102481
  9. Darta, E., Daulay, M.Y.I. dan Abdillah, W. (2020). “Antecedents to Websıte E-Commerce Satısfactıon and Loyalty.” APMBA (Asia Pacific Management and Business Application), 9(2), pp.123-136. Tersedia pada https://doi.org/10.21776/ub.apmba.2020.009.02.4
  10. De Keyser, A. et al. (2020). “Moving the customer experience field forward: introducing the touchpoints, context, qualities (TCQ) nomenclature.” Journal of Service Research, 23(4), pp.433-455. Tersedia pada https://doi.org/10.1177/1094670520928390
  11. Gentile, C., Spiller, N. dan Noci, G. (2007). “How to sustain the customer experience:: An overview of experience components that co-create value with the customer.” European management journal, 25(5), pp.395-410. Tersedia pada https://doi.org/10.1016/j.emj.2007.08.005
  12. Gulfraz, M.B. et al. (2022). “Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms.” Journal of Retailing and Consumer Services, 68, p.103000. Tersedia pada https://doi.org/10.1016/j.jretconser.2022.103000
  13. Habib, M.D. dan Qayyum, A. (2018). “Cognitive emotion theory and emotion-action tendency in online impulsive buying behavior.” Journal of Management Sciences, 5(1), pp.86-99. Tersedia pada https://doi.org/10.20547/jms.2014.1805105
  14. Hanaysha, J.R. dan Momani, A.M. (2021). “An exploration of social media marketing features and brand loyalty in the fast food industry.” Journal of content community and communication, 14(8), pp.81-92. Tersedia pada ISSN: 2456-9011
  15. Hoffman, D.L. dan Novak, T.P. (1996). “Marketing in hypermedia computer-mediated environments: Conceptual foundations.” Journal of marketing, 60(3), pp.50-68. Tersedia pada https://doi.org/10.1177/002224299606000304
  16. Jones, T. dan Taylor, S.F. (2007). “The conceptual domain of service loyalty: how many dimensions?.” Journal of services marketing, 21(1), pp.36-51. Tersedia pada https://doi.org/10.1108/08876040710726284
  17. Kang, H.J., Shin, J.H. dan Ponto, K. (2020). “How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness.” Journal of Interactive Marketing, 49, pp.70-85. Tersedia pada https://doi.org/10.1016/j.intmar.2019.07.002
  18. Kimiagari, S. dan Malafe, N.S.A. (2021). “The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior.” Journal of Retailing and Consumer Services, 61, p.102567. Tersedia pada https://doi.org/10.1016/j.jretconser.2021.102567
  19. Klaus, P. (2013). “The case of Amazon. com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT).” Journal of Services Marketing, 27(6), pp.443-457. Tersedia pada https://doi.org/10.1108/JSM-02-2012-0030
  20. Kotler, P., dan Keller, K. (2012). “Marketing Management”, 14th Ed. London: Pearson Education.
  21. Kranzbühler, A.M. et al. (2018). “The multilevel nature of customer experience research: an integrative review and research agenda.” International Journal of Management Reviews, 20(2), pp.433-456. Tersedia pada https://doi.org/10.1111/ijmr.12140
  22. Li, G., Jiang, Y. dan Chang, L. (2022). “The influence mechanism of interaction quality in live streaming shopping on consumers’ impulsive purchase intention.” Frontiers in Psychology, 13, p.918196. Tersedia pada https://doi.org/10.3389/fpsyg.2022.918196
  23. McLean, G. et al. (2020). “Examining consumer attitudes towards retailers'm-commerce mobile applications–An initial adoption vs. continuous use perspective.” Journal of Business Research, 106, pp.139-157. Tersedia pada https://doi.org/10.1016/j.jbusres.2019.08.032
  24. Molinillo, S. et al. (2020). “The impact of affective and cognitive app experiences on loyalty towards retailers.” Journal of Retailing and Consumer Services, 54, p.101948. Tersedia pada https://doi.org/10.1016/j.jretconser.2019.101948
  25. Mollen, A. dan Wilson, H. (2010). “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives”. Journal of business research, 63(9-10), pp.919-925. Tersedia pada https://doi.org/10.1016/j.jbusres.2009.05.014
  26. Mustajab, R. (2023). “Indonesia Miliki 97,17 Juta Pengguna Instagram hingga Akhir 2022. Indonesia Miliki 97,17 Juta Pengguna Instagram hingga Akhir 2022.” Data Indonesia. Retrieved November 13, 2023, from https://dataindonesia.id/internet/detail/indonesia-miliki-9717-juta-pengguna-instagram-hingga-akhir-2022.
  27. Pandey, S. dan Chawla, D. (2018). “Online customer experience (OCE) in clothing e-retail: exploring OCE dimensions and their impact on satisfaction and loyalty–does gender matter?.” International Journal of Retail & Distribution Management, 46(3), pp.323-346. Tersedia pada https://doi.org/10.1108/IJRDM-01-2017-0005
  28. Pentina, I., Zolfagharian, M. dan Michaud-Trevinal, A. (2022). “Toward a comprehensive scale of online shopping experiences: a mixed-method approach.” Internet Research, 32(3), pp.814-842. Tersedia pada https://doi.org/10.1108/INTR-03-2021-0170
  29. Sekaran, U. dan Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7 ed. Chichester: John Wiley & Sons Ltd.
  30. Sharma, P., Sivakumaran, B. dan Marshall, R. (2010). “Impulse buying and variety seeking: A trait-correlates perspective.” Journal of Business research, 63(3), pp.276-283. Tersedia pada https://doi.org/10.1016/j.jbusres.2009.03.013
  31. Shobirin, S. (2016). “Jual Beli Dalam Pandangan Islam.” BISNIS: Jurnal Bisnis Dan Manajemen Islam, 3(2), pp.239-261. Tersedia pada http://dx.doi.org/10.21043/bisnis.v3i2.1494
  32. Srivastava, M. dan Kaul, D. (2016). “Exploring the link between customer experience–loyalty–consumer spend.” Journal of Retailing and Consumer Services, 31, pp.277-286. Tersedia pada https://doi.org/10.1016/j.jretconser.2016.04.009
  33. Sugiyono (2016) Metode Penelitian: Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta.
  34. Tandon, U., Kiran, R. dan Sah, A. (2017). “Analyzing customer satisfaction: users perspective towards online shopping.” Nankai Business Review International, 8(3), pp.266-288. Tersedia pada https://doi.org/10.1108/NBRI-04-2016-0012
  35. Ting, D.H., Abbasi, A.Z. dan Ahmed, S. (2021). “Examining the mediating role of social interactivity between customer engagement and brand loyalty.” Asia Pacific Journal of Marketing and Logistics, 33(5), pp.1139-1158. Tersedia pada https://doi.org/10.1108/APJML-10-2019-0576
  36. Verhoef, P.C. et al. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), pp.31-41. Tersedia pada https://doi.org/10.1016/j.jretai.2008.11.001
  37. Zhang, M. dan Shi, G. (2022) “Consumers’ Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence,” Computational Intelligence and Neuroscience. Diedit oleh D. Zhang, 2022, hal. 6794729. Tersedia pada: https://doi.org/10.1155/2022/6794729.

Most read articles by the same author(s)