Erlangga, Emilleo Boby (2021) Pengaruh Faktor-Faktor Intrinsik Konsumen Terhadap Perilaku Impulsive Buying Pada Online Marketplace: Studi Kasus Konsumen Shopee. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Melihat pertumbuhan belanja online yang semakin cepat khususnya pada online marketplace, pemahaman yang lebih dalam terkait impulsive buying terhadap online marketplace menjadi semakin diperlukan. Perilaku impulsive buying di Indonesia merupakan salah satu yang terbesar di Asia Tenggara sehingga perlu diteliti faktor penyebabnya. Perilaku impulsive buying dapat memberikan dampak positif pada produsen dalam hal meningkatkan penjualan. Impulsive buying disebabkan oleh dorongan dari dalam diri seseorang untuk berbelanja yang tidak direncanakan. Penelitian ini menganalisis pengaruh faktor-faktor dalam diri seseorang yaitu faktor-faktor intrinsik berupa personality traits, cultural traits, shopping enjoyment tendency, materialism, impulsive buying tendency terhadap perilaku impulsive buying pada online marketplace dengan menggunakan konsumen Shopee sebagai studi kasus. Konsumen Shopee dijadikan studi kasus penelitian karena karena shopee merupakan online marketplace dengan konsumen terbanyak di Indonesia. Pendekatan pengolahan dan analisis data penelitian ini menggunakan metode pengolahan data analisis deskriptif dan PLS-SEM untuk mencapai tujuan tersebut. Kuisioner online digunakan untuk mengumpulkan data yang disebarkan ke 273 sampel di Indonesia yang berusia minimal 18 tahun. Pengumpulan data sampling tersebut dilakukan dengan menggunakan convenienve sampling dengan sample size menggunakan rules of thumb dan divalidasi menggunakan rumus yamane taro. Berdasarkan hasil analisis PLS-SEM menunjukkan temuan penelitian yaitu dari kesepuluh hipotesis yang diuji, terdapat 5 hipotesis yang diterima dan memiliki pengaruh yang signifikan antar variabel. Variabel yang berpengaruh signifikan dengan impulsive buying behaviour adalah faktor-faktor intrinsik konsumen personality traits neuroticism, conscientiousness , materialism, shopping enjoyment tendency dan impulsive buying tendency. Selain itu, hasil analisis juga menunjukkan temuan 5 hipotesis yang ditolak yaitu personality traits openness, agreeableness, extraversion, cultural traits individualism dan collectivism. Penelitian ini juga memuat implikasi manajerial yang berisi beberapa tindakan untuk pihak pemasaran online marketplace dalam upaya menentukan target pasar serta menstimulus impulsive buying behaviour pada konsumen berdasarkan sifat-sifat intrinsik konsumen.
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Seeing the rapid growth of online shopping, especially in the online market, a better understanding of impulse buying on the online market is increasingly needed. Impulse buying behavior in Indonesia is one of the largest in Southeast Asia so it is necessary to investigate the factors causing it. Impulse buying behavior can have a positive impact on producers in terms of increasing sales. Impulse buying caused by a person's inner urge to shop unplanned. This study analyzes the influence of factors in a person, namely intrinsic factors in the form of personality traits, cultural traits, shopping enjoyment tendencies, materialism, impulse buying tendencies on impulsive buying behavior in the online market by using shopee consumers as a case study. Shopee consumers are used as research case studies because shopee is an online market with the most consumers in Indonesia. The data processing and analysis approach of this research uses descriptive analysis data processing methods and PLS-SEM to achieve these goals. The online questionnaire was used to collect data that was distributed to 273 samples in Indonesia who were at least 18 years old, had or are currently using the Shopee online marketplace at least once in the last three months. The sampling data was collected using the rule of thumb and validated using the Yamane Taro formula with convenience sampling technique. Based on the results of the PLS-SEM analysis, the research findings show that of the ten hypotheses tested, there are 5 hypotheses that are accepted and have a significant influence between variables. Variables that have a significant effect on impulsive buying behavior are the intrinsic factors of consumer personality traits of neuroticism, prudence, materialism, shopping enjoyment tendencies and impulse buying tendencies. In addition, the results of the analysis also show the findings of 5 rejected hypotheses, namely personality traits of openness, friendliness, extraversion, cultural characteristics of individualism and collectivism. This research is also based on an analysis that contains several actions for online marketplace marketing in determining the target market and stimulating impulse buying behavior in consumers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Faktor Intrinsik, Pembelian Impulsif, Konsumen, Intrinsic factors, Impulsive buying, Consumers, Online marketplace |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Emilleo Boby Erlangga |
| Date Deposited: | 29 Jul 2021 08:49 |
| Last Modified: | 29 Jul 2021 08:49 |
| URI: | http://repository.its.ac.id/id/eprint/84573 |
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