Pengaruh Website Quality terhadap Impulsive Buying pada Social Commerce
DOI:
https://doi.org/10.63822/f9hpe498Keywords:
website quality, utilitarian value, hedonic shopping motivation, impulsive buying, social commerceAbstract
Perkembangan internet di Indonesia mengubah kebiasaan masyarakat dalam beberapa sektor, salah satunya sektor perdagangan. Adaptasi digital yang masif mengubah cara orang berbelanja lewat kehadiran e-commerce. Namun terdapat perbedaan pada sisi hedonic shopping motivation, di mana terdapat pengguna yang melakukan pembelian hanya jika benar-benar membutuhkan barang tersebut. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh dari website quality terhadap impulsive buying, utilitarian value, dan hedonic shopping motivation. Lebih lanjut, pengaruh mediasi dari utilitarian value dan hedonic shopping motivation juga akan diteliti. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan teknik purposive sampling dengan kriteria responden pernah melakukan pembelian secara impulsif, berdomisili di wilayah Jabodetabek, dan berusia minimal 17 tahun. Seluruh data yang terkumpul kemudian diolah dan dianalisis menggunakan program SEM-PLS melalui beberapa tahap pengujian yaitu melihat nilai convergent validity, discriminant validity, reliability, coefficient of determination, predictive relevance, effect size, dan path coefficient. Hasil penelitian menunjukkan bahwa setiap hipotesis berpengaruh signifikan, kecuali mediasi utilitarian value terhadap pengaruh dari website quality terhadap impulsive buying.
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