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The Effect Of Hedonic Shopping Motivations To Online Impulse Buying In E-Commerce (Case Study Of Shopee Consumers In Jabodetabek And Bandung Raya)

Skripsi, 005 / 2020 / BA
Undergraduate Theses from JBPTPPOLBAN / 2021-05-25 09:52:51
Oleh : Imelda Destiani - 165254010 (imeldadest@gmail.com)
Dibuat : 2021-05-25, dengan 4 file

Keyword : e-commerce, hedonic shopping motivations, online impulse buying, Shopee
Subjek : e-commerce, hedonic shopping motivations, online impulse buying, Shopee

Perkembangan e-commerce berawal dari meningkatnya pengguna internet. E-commerce menyediakan pilihan cara berbelanja yang bersifat mudah, praktis, efisien dan cepat bagi masyarakat. Salah satu e-commerce yang hadir di Indonesia Shopee. Untuk dapat terus meningkatkan penjualan, manajemen Shopee harus membuat strategi yang dapat membantu penjualan agar terus meningkat. Salah satunya dengan meningkatkan online impulse buying para konsumennya. Online impulse buying merupakan pembelian online mendadak dan tiba-tiba yang dilakukan tanpa adanya niat untuk membeli sebelumnya. Hal yang dapat memicunya adalah hedonic shopping motivations karena konsumen kini lebih menyukai kegiatan belanja sebagai suatu rekreasi yang dapat memberikan kesenangan dan relaksasi. Hedonic shopping motivations itu sendiri merupakan motivasi konsumen untuk berbelanja karena rasa senang yang dirasakan dan hiburan yang diperoleh dari kegiatan berbelanja yang dilakukan. Oleh karena itu, pemahaman tentang hedonic shopping motivations dirasa penting saat ini karena banyak pembeli yang mencari aspek hiburan saat berbelanja. Penelitian ini bertujuan untuk mengetahui bagaimana hedonic shopping motivations dan online impulse buying pada konsumen Shopee, dan mengetahui besarnya pengaruh hedonic shopping motivations terhadap online impulse buying. Metode penelitian yang dipakai dalam penelitian ini adalah metode penelitian deskriptif dengan pendekatan kuantitatif. Data primer didapatkan dengan mendistribusikan kuesioner kepada 385 orang konsumen Shopee yang telah melakukan pembelian minimal tiga kali di Shopee selama enam bulan terakhir serta berdomisili di Jabodetabek dan Bandung Raya. Hasil penelitian menunjukkan bahwa hedonic shopping motivations dan online impulse buying pada konsumen Shopee berada pada kategori tinggi. Hasil penelitian ini juga membuktikan bahwa hedonic shopping motivations berpengaruh secara signifikan terhadap online impulse buying pada konsumen Shopee di Jabodetabek dan Bandung Raya sebesar 23,7% dan sisanya 76,3% dipengaruhi oleh faktor lain yang bukan menjadi fokus pada penelitian ini. Kata kunci: e-commerce, hedonic shopping motivations, online impulse buying, Shopee.

Deskripsi Alternatif :

The development of e-commerce began with the increasing number of internet users. E-commerce provides a choice to shop in easy, practical, efficient and fast ways. One of many e-commerce in Indonesia is Shopee. Looking at shopee's transaction value that is still behind and to be able to continue to increase sales, Shopee management needs to find a strategy that can help sales continue to increase. One of them is by increasing the online impulse buying of its consumers. Online impulse buying is a sudden online purchase that is made without any prior intention to buy. The thing that can trigger it is hedonic shopping motivations because nowadays consumers consider shopping as a recreation that can provide pleasure and relaxation. Hedonic shopping motivations are consumers' motivation to shop because of the pleasure they feel and the entertainment they get from shopping. Therefore, an understanding of hedonic shopping motivations is important today because many buyers are looking for entertainment aspects when shopping. This study aims to determine how hedonic shopping motivations and online impulse buying on Shopee consumers, and to determine the significance of the influence of hedonic shopping motivations on online impulse buying. The research method used in this research is descriptive research method with a quantitative approach. Primary data was obtained by distributing questionnaires to 385 Shopee consumers who has made purchases at least three times at Shopee for the last six months and are domiciled in Jabodetabek and Bandung Raya. The results show that hedonic shopping motivations and online impulse buying on Shopee consumers are in the high category. The results of this study also prove that hedonic shopping motivations have a significant effect on online impulse buying on Shopee consumers in Jabodetabek and Bandung Raya by 23.7% and the remaining 76.3% are influenced by other factors that are not not examined in this study. Keywords: e-commerce, hedonic shopping motivations, online impulse buying, Shopee.

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