Perilaku Impulsif Konsumen Batam Terhadap Produk Fashion dalam E-commerce

Joswendo, Joswendo (2020) Perilaku Impulsif Konsumen Batam Terhadap Produk Fashion dalam E-commerce. Undergraduate thesis, Universitas Internasional Batam.

Preview	Text s-1641187-abstract-en.pdf Download (562kB) | Preview
Preview	Text s-1641187-abstract-id.pdf Download (566kB) | Preview
Preview	Text s-1641187-bibliography.pdf Download (1MB) | Preview
Preview	Text s-1641187-chapter1.pdf Download (1MB) | Preview
Preview	Text s-1641187-chapter2.pdf Download (2MB) | Preview
	Text s-1641187-chapter3.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text s-1641187-chapter4.pdf Restricted to Repository staff only Download (1MB) | Request a copy
Preview	Text s-1641187-chapter5.pdf Download (684kB) | Preview
Preview	Text s-1641187-cover-id.pdf Download (24kB) | Preview

Abstract

Tujuan penelitian untuk mempelajari perilaku impusif konsumen yang berada di Batam terhadap produk fashion dalam e-commerce. Penelitian ini menggunakan variabel impulsiveness sebagai variabel independen, Hedonic Shopping Value dan Utilitarian Shopping Value sebagai variable interveningnya terhadap variable Urge to buy Impulsively sebagai variabel dependen. Terdapat sampel sebanyak 394 responden untuk digunakan dalam penelitian ini dimana diperoleh dari warga daerah batam pemilihan sample purposive sampling method. Data penelitian yang terkumpul akan diproses menggunakan program Partial Least Square (PLS). Hasil penelitian ini menjelaskan bahwa belanja produk fashion di e-commerce, variabel impulsiveness berpengaruh signifikan terhadap hedonic shopping value dan utilitarian shopping value sebagai interveningnya yang juga berpengaruh signifikan terhadap urge to buy impulsively. Moderating pada variabel serendipity berpengaruh signifikan terhadap kedua shopping value serta berpengaruh signifikan terhadap urge to buy impulsively tetapi tidak berlaku pada variabel moderating serendipity. ********************************************************************** The research objective was to study the impulsive behavior of consumers in Batam towards fashion products in e-commerce. This study uses the impulsiveness variable as an independent variable, the Hedonic Shopping Value and the Utilitarian Shopping Value as the intervening variable to the Urge to buy Impulsively variable as the dependent variable. There were 394 respondents as samples to be used in this study which were obtained from residents of Batam in the selection of a purposive sampling method. The research data collected were processed using the Partial Least Square (PLS) program. The results of this study explain that shopping for fashion products in e-commerce. Impulsiveness variables significantly influence hedonic shopping value and utilitarian shopping value as intervening which also significantly influence urge to buy impulsively. Moderating on the serendipity variable has a significant effect on both shopping value and a significant effect on urge to buy impulsively but does not apply to moderating serendipity variable.

Actions (login required)

View Item