Analisis Faktor-Faktor Yang Mempengaruhi Impulsive Buying Pada Pengguna Paylater di Jawa Timur dengan Menggunakan Structural Equation Model – Partial Least Square (SEM-PLS)

Ismail, Muhammad Fa'iz (2024) Analisis Faktor-Faktor Yang Mempengaruhi Impulsive Buying Pada Pengguna Paylater di Jawa Timur dengan Menggunakan Structural Equation Model – Partial Least Square (SEM-PLS). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Paylater, metode pembayaran tunda, populer karena kemudahan dan fleksibilitasnya. Namun, ini juga meningkatkan perilaku pembelian impulsif. Penelitian ini bertujuan untuk mendeskripsikan karakteristik pengguna Paylater di Jawa Timur, membedakan antara mereka yang memiliki perilaku impulsive buying dan yang tidak, serta menganalisis pengaruh pengetahuan tentang Paylater, pemasaran Paylater, dan faktor personal terhadap perilaku impulsive buying menggunakan metode SEM-PLS. Karena faktor-faktor tersebut tidak dapat diukur secara langsung atau termasuk dalam kategori variabel laten, metode Structural Equations Modelling akan digunakan. Data yang dihimpun dari survei terbatas, dan distribusi data tidak mengikuti pola normal, sehingga tidak memenuhi asumsi-asumsi yang umumnya digunakan dalam SEM berbasis kovarian. Oleh karena itu, metode yang akan diterapkan adalah Structural Equations Modelling - Partial Least Square (SEM-PLS).Karakteristik pengguna Paylater di Jawa Timur didominasi oleh perempuan (65,5%), usia 17-24 tahun, mayoritas Mahasiswa/Pelajar (68,09%), dengan Shopee Paylater paling populer (81,66%) untuk produk fashion (28,33%). Dari setiap faktor-faktor yang diuji pengaruhnya terhadap Perilaku Impulsive Buying dengan intensi penggunaan sebagai variabel intervening. Marketing Paylater dan faktor personal memengaruhi intensi penggunaan (0,32 dan 0,39), yang berdampak pada perilaku impulsive buying (0,51). Berdasarkan hasil pengujian jalur tidak langsung dalam model PLS, ditemukan bahwa pengetahuan Paylater tidak berpengaruh secara signifikan terhadap perilaku impulsive buying melalui intensi pengguna Paylater sedangkan marketing Paylater dan faktor personal terbukti memiliki pengaruh tidak langsung yang signifikan terhadap perilaku impulsive buying melalui intensi pengguna Paylater, dengan nilai bobot 5,15 serta 5,76 secara berturut-turut. Penelitian selanjutnya diharapkan mengeksplorasi lebih dalam faktor sosial dan budaya yang mempengaruhi perilaku pembelian impulsif pengguna Paylater. Studi bisa mengkaji pengaruh teman sebaya, status sosial, dan budaya konsumsi terhadap keputusan pembelian impulsif, memberikan pemahaman komprehensif mengenai perilaku konsumen di era digital.
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Paylater, a deferred payment method, is popular due to its convenience and flexibility. However, it also increases impulsive buying behavior. This study aims to describe the characteristics of Paylater users in East Java, distinguish between those who exhibit impulsive buying behavior and those who do not, and analyze the influence of knowledge about Paylater, Paylater marketing, and personal factors on impulsive buying behavior using the SEM-PLS method. Since these factors cannot be directly measured or fall into the category of latent variables, Structural Equations Modelling will be used. The data collected from the survey is limited, and the data distribution does not follow a normal pattern, thus not meeting the assumptions generally used in covariance-based SEM. Therefore, the method to be applied is Structural Equations Modelling - Partial Least Square (SEM-PLS). The characteristics of Paylater users in East Java are predominantly female (65.5%), aged 17-24 years, mostly students (68.09%), with Shopee Paylater being the most popular (81.66%) for fashion products (28.33%). Among the factors tested for their influence on impulsive buying behavior with usage intention as an intervening variable, Paylater marketing and personal factors directly affect usage intention (0.32 and 0.39), which in turn impacts impulsive buying behavior (0.51). Based on the results of indirect path analysis in the PLS model, it was found that Paylater knowledge does not significantly influence impulsive buying behavior through usage intention, whereas Paylater marketing and personal factors significantly influence impulsive buying behavior through usage intention, with weights of 5.15 and 5.76 respectively. Future research is expected to explore more deeply the social and cultural factors influencing impulsive buying behavior among Paylater users. Studies can examine the influence of peer pressure, social status, and consumption culture on impulsive buying decisions, providing a comprehensive understanding of consumer behavior in the digital era

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Impulsive Buying, Jawa Timur, Paylater, SEM-PLS East Java, Impulsive Buying, Paylater, SEM-PLS
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Fa'iz Ismail
Date Deposited:	08 Aug 2024 14:43
Last Modified:	12 Nov 2024 03:29
URI:	http://repository.its.ac.id/id/eprint/114904

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