Online Impulse Buying Behaviour: Case Study On Users Of Tokopedia

Zuhdan Ady Fataron*  -  UIN Walisongo Semarang, Indonesia

(*) Corresponding Author

This article aims to find out the phenomenon of impulsive buying which is influenced by the ease of use and usefulness of information technology that mediates the pleasure of shopping, in this case the writer chooses tokopedia as the object of research. Unplanned buying behavior is an interesting phenomenon to examine because it is a potential for developing market share.

The sample determination method used was 149 respondents. The population in this study is Tokopedia online shop users. Data analysis technique uses descriptive analysis, which is to obtain a picture of the respondent's tendency to answer, and inferential analysis to test the model developed, while the analysis technique used is Structural Equation Modeling (SEM).

The test results show that the ease of use and usefulness of technology has a positive effect in supporting shopping pleasure, while shopping pleasure can explain the factors that influence impulsive purchases.

Keywords : The easy of use of information technology, the usefulness of information technology, the pleasure of shopping, Impulse buying

  1. Agung, I. G., & Sri, K. (2018). Pengaruh Personality Dan Shop Enjoyment Terhadap Impulse Buying Behavior Yang Dimediasi Impulse Buying Tendency Anak Agung Istri Sandya Kharisma 1 Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali , Indonesia Kebutuhan manusia yang paling mendasar ad. 7(6), 3320–3352.
  2. Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters. https://doi.org/10.1007/BF00436035
  3. Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing. https://doi.org/10.2307/1252042
  4. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
  5. DR. Richardus Eko Indrajit. (2000). Manajemen sistem Informasi dan Teknologi Informasi. Retrieved from repository.unand.ac.id
  6. Elizabeth Ferrell, M., & Beatty, S. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing.
  7. Ferdinand, A. (2006). Structural Equation Modeling Dalam Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
  8. Hart, C., Farrell, A. M., Stachow, G., Reed, G., & Cadogan, J. W. (2007). Enjoyment of the shopping experience: Impact on customers’ repatronage intentions and gender influence. Service Industries Journal. https://doi.org/10.1080/02642060701411757
  9. Hatane Semuel. (2007). Pengaruh Stimulus Media Iklan, Uang Saku, Usia, Dan Gender Terhadap Kecenderungan Perilaku Pembelian Impulsif (Studi Kasus Produk Pariwisata). Jurnal Manajemen Pemasaran.
  10. I Made Rendy Wicaksana, I. W. S. (n.d.). Pengaruh Persepsi Kemudahan Penggunaan , Kegunaan Yang Dirasakan , Dan Tingkat Pendidikan Terhadap Niat Berbelanja Kembali mengetahui jumlah pengguna internet dua tahun terakhir yaitu dari tahun 2011 hingga Tingkat Pengguna Internet di Indonesia Tahun 201. 2815–2832.
  11. Jogiyanto. (2005). Analisis dan Desain Sistem Informasi. Yogyakarta: Penerbit Andi.
  12. Mowen, john C., & Minor, M. (2002). Prilaku konsumen. In Organization. https://doi.org/10.1016/j.materresbull.2010.09.021
  13. Nakayima, J. K. (2011). Percieved usefulness, percieved easeof use, behavioural intention to use and actual system usage in Centenary Bank (Makerere University). Retrieved from http://www.dspace.mak.ac.ug/handle/10570/2607
  14. Purnasari, A. C., & Rastini, N. M. (2018). Peran Kenikmatan Berbelanja Dalam Memediasi Kepribadian Terhadap Impulsive Buying. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia. https://doi.org/10.31842/jurnal-inobis.v1i3.40
  15. Purwa, E. M. R. G., & Yasa, N. N. K. (2015). Strategi Store Environment Dan Time Pressure Pada Pembelian Impulsif Melalui Emotional State. Jurnal Dinamika Manajemen. https://doi.org/10.15294/jdm.v5i2.3657
  16. Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research. https://doi.org/10.1086/209452
  17. Schiffman, L., & Kanuk, L. L. (2008). Perilaku konsumen. Jakarta: Indeks.
  18. Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (New York: Wiley & Sons). In Research Methods for Business: A Skill-Building Approach (New York: Wiley & Sons). https://doi.org/10.1007/s11227-010-0451-x
  19. Setiawan, W. (2017). Era Digital dan Tantangannya. Seminar Nasional Pendidikan 2017, 1–9.

Open Access Copyright (c) 2019 Journal of Digital Marketing and Halal Industry
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

apps