Analisis Hedonic Shopping Motives Terhadap Impulse Buying Toko Daring pada Masyarakat Kota Kediri

Hery Purnomo, Lilia Pasca Riani

Abstract


Penelitian ini mengacu pada karakter hedonic shopping motives seseorang dalam melakukan suatu pembelanjaan dengan spontan tanpa memikirkan kegunaannya dalam jangka panjang. Adakalanya seseorang yang berbelanja tanpa mau bersusah payah untuk ke toko untuk mendapatkan barang yang mereka inginkan, dengan teknologi yang canggih seseorang bisa melihat barang-barang yang mereka inginkan dengan sistem online store. Tujuan penelitian ini untuk mengetahui pengaruh  adventure shopping, gratification shopping, idea shopping, role shopping dan value shopping sebagai komponen hedonic shopping motives terhadap impulse buying dalam pembelian online store pada masyarakat Kota Kediri.  Penelitian ini menggunakan pendekatan kuantitatif. Metode pengambilan sampel menggunakan kombinasi teknik sampling snow ball dan purposive sampling dengan jumlah sampel 80 responden. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, uji koefisien determinasi dan uji hipotesis dengan bantuan program SPSS for windows Versi 23. Hasil penelitian ini adalah secara parsial adventure shopping dan role shopping berpengaruh signifikan, dan social shopping, gratification shopping, idea shopping dan value shopping tidak berpengaruh signifikan terhadap impulse buying, sedangkan secara simultan adventure shopping, gratification shopping, idea shopping, role shopping dan value shopping, secara bersama-sama berpengaruh positif signifikan terhadap impulse buying online store.

Analysis of Hedonic Shopping Motives on Impulse Buying Online Store In Kediri Community

Abstract


This study refers to the character of a person's hedonic shopping motives in making a spontaneous spending without thinking of its usefulness in the long run. Sometimes people who shop without going to the trouble to go to the store to get the goods they want, with sophisticated technology one can see the goods they want with the online store system. The purpose of this research is to know the influence of adventure shopping, gratification shopping, idea shopping, shopping role and value shopping as component of hedonic shopping motives to impulse buying in online store buying at Kediri community. This study uses a quantitative approach. The sampling method uses a combination of snow ball sampling technique and purposive sampling with a sample of 80 respondents. Data analysis techniques used are descriptive analysis, classical assumption test, multiple linear regression analysis, coefficient of determination test and hypothesis test with the help of SPSS for windows 23 version. The result of this research is partially adventure shopping and role shopping have significant effect, and social shopping , gratification shopping, idea shopping and value shopping have no significant effect on impulse buying, while simultaneously adventure shopping, gratification shopping, idea shopping, shopping and value shopping are together positively significant to impulse buying online store.


Keywords


Adventure shopping;gratification shopping;idea shopping; role shopping; value shopping; impluse buying

Full Text:

PDF

References


Arnold, M. J., &Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1

Black, W. C., Ostlund, L. E., & Westbrook, R. A. (1985). Spatial Demand Models in an Intrabrand Context. Journal of Marketing, 49(3), 106. https://doi.org/10.2307/1251620

Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001

Darrat, A. A., Darrat, M. A., & Amyx, D. (2016). How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism. Journal of Retailing and Consumer Services, 31, 103–108. https://doi.org/10.1016/j.jretconser.2016.03.009

Dawson, S., Bloch, P. H., & Ridgway, N. M. (1990). Shopping Motives, Emotional States, and Retail Outcomes. Journal of Retailing, 66(4), 408. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=4667693&site=ehost-live

Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research, 9(4), 266–282. https://doi.org/10.1108/JIBR-02-2017-0018

Edwin Japarianto. (2010). Analisa Faktor Type Hedonic Shopping Motivation dan Faktor Pembentuk Kepuasan Tourist Shopper di Surabaya. Jurnal Manajemen Dan Kewirausahaan, 12, pp.76-85. Retrieved from http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/17991

Groß, M. (2015). Mobile shopping: a classification framework and literature review. International Journal of Retail & Distribution Management, 43(3), 221–241. https://doi.org/10.1108/IJRDM-06-2013-0119

Groß, M. (2015). Mobile shopping: A classification framework and literature review. International Journal of Retail and Distribution Management, 43(3), 221–241. https://doi.org/10.1108/IJRDM-06-2013-0119

Guido, G., Peluso, A. M., Capestro, M., & Miglietta, M. (2015). An Italian version of the 10-item Big Five Inventory: An application to hedonic and utilitarian shopping values. Personality and Individual Differences, 76, 135–140. https://doi.org/10.1016/j.paid.2014.11.053

Hatane Semuel. (2006). Dampak Respon Emosi Terhadap Kecenderungan Perilaku Pembelian Impulsif Konsumen Online Dengan Sumberdaya Yang Dikeluakan Dan Orientasi Belanja Sebagai Variabel Mediasi. Jurnal Manajemen Dan Kewirausahaan, 8, pp.101-115. Retrieved from http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/16571

Horváth, C., & Adigüzel, F. (2017). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2017.07.013

Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior KACE N AND L EE CUL TURE AND IMPUL SIVE BUYING BE HAVIOR. JOURNAL OF CONSUMER PSYCHOLOGY, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08

Kacen, J., & Lee, J. (2002). The Influence of Culture on Consumer Impulse Buying Behavior. Journal of Consumer Psychology, 2002, 163–176.

Kesari, B., & Atulkar, S. (2016a). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 31, 22–31. https://doi.org/10.1016/j.jretconser.2016.03.005

Kesari, B., & Atulkar, S. (2016b). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 31, 22–31. https://doi.org/10.1016/j.jretconser.2016.03.005

Kosyu, D. A., Hidayat, K., & Abdillah, Y. (2014). Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying ( Survei pada Pelanggan Outlet Stradivarius di Galaxy Mall Surabaya ). Jurnal Administrasi Bisnis, 14(2), 1–7.

Kusuma, G. W., Idrus, S., & Djazuli, A. (2013). The Influence of Hedonic Shopping Motivations on Buying Decision with Gender as Dummy Variable: (A Study on Consumers at the Hardy’s Mall Singaraja, Buleleng Regency, Indonesia). European Journal of Business and Management, 5(31), 241–246. Retrieved from http://www.iiste.org/Journals/index.php/EJBM/article/view/9494/9686

Ozer, L., & Gultekin, B. (2015). Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of Retailing and Consumer Services, 22, 71–76. https://doi.org/10.1016/j.jretconser.2014.10.004

Parker, C. J., & Wang, H. (2016). Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement. Journal of Fashion Marketing and Management: An International Journal, 20(4), 487–506. https://doi.org/10.1108/JFMM-02-2016-0015

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105

Sarma, S. (2014). A study of Retail Display and Impulse Buying Behavior. Journal of Marketing and Consumer Research, 4(2003), 51–55. Retrieved from http://iiste.org/Journals/index.php/JMCR/article/view/12069

Semuel, H. (2005). RESPONS LINGKUNGAN BERBELANJA SEBAGAI STIMULUS PEMBELIAN TIDAK TERENCANA PADA TOKO SERBA ADA (TOSERBA) (Studi Kasus Carrefour Surabaya). Jurnal Manajemen Dan Kewirausahaan, 7(2), pp.152-170. Retrieved from http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/16361

Siregar, E. V. (Universitas T., & Dewi, C. K. (universitas T. (2015). Pengaruh Hedonic Shopping Motivation Terhadap Impulse Buying Pada Toko Online (Studi Pada Berrybenka.com). In e-Proceeding of Management (Vol. 2, pp. 0–8). Retrieved from http://libraryeproceeding.telkomuniversity.ac.id/index.php/management/article/view/2051/1940

Thompson, E. R., & Prendergast, G. P. (2015). The influence of trait affect and the five-factor personality model on impulse buying. Personality and Individual Differences, 76, 216–221. https://doi.org/10.1016/j.paid.2014.12.025

Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing, 91(2), 217–234. https://doi.org/10.1016/j.jretai.2015.01.002

Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002

Yoo, S. C., Peña, J. F., & Drumwright, M. E. (2015). Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers’ age discrimination on purchasing and prosocial behaviors. Computers in Human Behavior, 48, 62–71. https://doi.org/10.1016/j.chb.2015.01.042

Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. Journal of Brand Management, 18(2), 105–114. https://doi.org/10.1057/bm.2010.32

Yulianto, E. (2016). Pengatruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying ( Survei pada Konsumen Matahari Department Store Malang Town Square ). Jurnal Administrasi Bisnis (JAB), 39(2), 127–134.




DOI: http://dx.doi.org/10.25139/ekt.v2i1.719

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Ekspektra : Jurnal Bisnis dan Manajemen

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Indexed By :

Creative Commons License
Ekspektra : Jurnal Bisnis dan Manajemen is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My State :