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15 January 2024
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30 January 2024
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30 January 2024
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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

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Copyright (c) 2023 Risti Dwi Oktaviani, Albari

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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
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