Pengaruh Faktor Situasional Pandemi Covid-19 dan Motivasi Konsumen Terhadap Keputusan Pembelian Produk Elektronik dan Gadget Pada Tokopedia

Arvianto, Irfan (2022) Pengaruh Faktor Situasional Pandemi Covid-19 dan Motivasi Konsumen Terhadap Keputusan Pembelian Produk Elektronik dan Gadget Pada Tokopedia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 berpengaruh terhadap banyak sekali dari aspek kehidupan khususnya dalam mempengaruhi kebiasaan masyarakat di banyak negara dari belahan dunia, tidak terkecuali Indonesia. Salah satu aspek yang terpengaruh akibat berubahnya kebiasaan masyarakat adalah preferensi belanja masyarakat. Penelitian ini membahas mengenai pengaruh physical obstacles, antecedent states, store atmosphere, utilitarian motivation, hedonic motivation, purchase intention terhadap purchase decision produk elektronik dan gadget pada Tokopedia. Tujuan dari penelitian ini adalah untuk memberikan pemahaman mengenai perubahan kebiasaan masyarakat di masa pandemi COVID-19 supaya pihak Tokopedia dan online seller dapat menyesuaikan strategi pemasaran yang relevan dengan keadaan masyarakat saat ini. Data dikumpulkan secara online dari 319 responden. Data diuji menggunakan Partial-Least Square-Structural Equation Modelling (PLS-SEM) dengan menggunakan software SMART-PLS. Hasil penelitian menunjukkan bahwa physical obstacles, antecedent states, store atmosphere tidak mempengaruhi purchase intention produk elektronik dan gadget pada Tokopedia. Lalu, utilitarian motivation dan hedonic motivation berpengaruh terhadap purchase intention. Serta, purchase decision dipengaruhi oleh purchase intention, dan jenis kelamin hanya memoderasi hubungan hedonic motivation dengan purchase intention. Implikasi yang dapat diberikan kepada pihak Tokopedia dan online seller adalah untuk mengoptimalkan fitur yang memengaruhi kebutuhan dasar konsumen dalam berbelanja, membuat marketing campaign yang menyenangkan, memberikan penawaran menarik, dan membuat iklan spesifik untuk gender tertentu guna mempertajam bahasa iklan. ========================================================================================================================================
The COVID-19 pandemic has affected various aspects of life, especially in influencing the habits of people in many countries around the world, including Indonesia. One aspect that is affected by changes in people's habits is people's spending preferences. This study discusses the influence of physical obstacles, antecedent states, store atmosphere, utilitarian motivation, hedonic motivation, and purchase intention on purchase decisions of electronic products and gadgets at Tokopedia. The purpose of this research is to provide an understanding of changes in people's habits during the COVID-19 pandemic so that Tokopedia and online sellers can adjust marketing strategies relevant to society's current state. Data was collected online from 319 respondents. Partial-Least Square-Structural Equation Modeling (PLS-SEM) was tested to analyze data. The results showed that physical obstacles, antecedent states, and store atmosphere did not affect the purchase intention of electronic products and gadgets at Tokopedia. Then, utilitarian motivation and hedonic motivation affect purchase intention. Also, purchase intention affects purchase decisions, and gender only moderates the relationship between hedonic motivation and purchase intention. The implications for Tokopedia and online sellers are to optimize features that affect consumers' basic needs in shopping, create fun marketing campaigns, provide attractive offers, and create specific ads for certain genders to sharpen the advertising activities.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 2 Arv p-1 2022
Uncontrolled Keywords:	Faktor situasional pandemi COVID-19, motivasi konsumen, keputusan pembelian, PLS-SEM, COVID-19 pandemic situational factors, consumer motivation, purchasing decisions
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	17 Apr 2024 04:41
Last Modified:	17 Apr 2024 04:41
URI:	http://repository.its.ac.id/id/eprint/107872

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