Mulianingsih, Defi (2018) Pengaruh Motivasi Belanja Hedonis terhadap Kecenderungan Pembelian Impulsif di Online Shop (Survei Online pada Konsumen Zalora Indonesia di Kota Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan pengaruh variabel-variabel Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4) dan Relaxation Shopping (X5) secara simultan terhadap Kecenderungan Pembelian Impulsif (Y) ; dan 2) Mengetahui dan menjelaskan pengaruh variabel-variabel Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4) dan Relaxation Shopping (X5) secara parsial terhadap Kecenderungan Pembelian Impulsif (Y). Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada enam, yaitu Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) dan Kecenderungan Pembelian Impulsif (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online. Sampel sebanyak 116 orang responden di kota Surabaya yang pernah melakukan pembelian produk fashion di website/mobile apps Zalora Indonesia. Teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Analisis yang digunakan yaitu analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa Motivasi Belanja Hedonis yang terdiri dari Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), dan Relaxation Shopping (X5) secara simultan berpengaruh positif dan signifikan terhadap Kecenderungan Pembelian Impulsif (Y), kemudian secara parsial, Adventure Shopping (X1), Idea Shopping (X3) dan Relaxation Shopping (X5) berpengaruh positif dan signifikan terhadap Kecenderungan Pembelian Impulsif (Y), sedangkan Value Shopping (X2) dan Social Shopping (X4) berpengaruh tidak signifikan terhadap Kecenderungan Pembelian Impulsif. Saran dan rekomendasi yang dapat diberikan pada penelitian ini adalah pertama, Zalora diharapkan dapat meningkatkan Adventure Shopping dan Relaxation Shopping dengan membuat tampilan website/mobile apps yang menjadikan konsumen rileks dan merasa menikmati proses pencarian produk karena konsumen menganggap berbelanja di Zalora adalah petualangan dan untuk memanjakan diri mereka. Desain tampilan website/mobile apps dapat menstimulasi penglihatan dan perasaan konsumen. Kedua, diharapkan Zalora tetap dapat konsisten menyediakan produk dan model fashion terbaru. Produk dan model fashion terbaru dapat ditampilkan vi di halaman paling depan, selain itu menampilkan kombinasi outfit terbaru dan sedang tren karena belanja yang dilakukan konsumen Zalora bertujuan untuk melihat produk fashion terbaru yang tersedia. Ketiga diharapkan Zalora dapat meningkatkan intensitas penjualan produk sale untuk memengaruhi keputusan pembelian normal konsumen yang mungkin nanti dapat menjadi pembelian impulsif.
English Abstract
This research aims to explain : 1) The influence of Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) simultaneously toward Impulse Buying Tendency (Y) ; and 2) The influence of Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) partially toward Impulse Buying Tendency (Y).This research used explanatory research with quantitative approach. There were six variables used in this research : Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) and Impulse Buying Tendency (Y). The collection of data obtained through an online questionnaire. Sample in this research was 116 respondents in Surabaya who ever made a purchase on website/mobile apps of Zalora Indonesia. The sampling technique was nonprobability sampling that use purposive sampling. Descriptive analysis and multiple linear regression are used in this research as data analysis. The results in this research showed Hedonic Shopping Motivation that consist Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) was significantly related to Impulse Buying Tendency (Y). The other results showed that Adventure Shopping (X1), Idea Shopping (X3), Relaxation Shopping (X5) was significantly related to Impulse Buying Tendency (Y), but Value Shopping (X2) and Social Shopping (X4) was not significantly related to Impulse Buying Tendency (Y). The suggestions and recommendations that can be given in this study were: first, Zalora expected to increase Adventure Shopping and Relaxation Shopping by making website’s / mobile app’s display that make consumers relax and feel enjoy the product search process because consumers considered shop at Zalora to adventure and to treat themselves to something special. The design of the website’s / mobile app’s display can stimulated consumers' vision and feelings. Second, Zalora expected can consistently provide the newest products and fashion models. The newest products and fashion models can be displayed on the front page, besides that, Zalora can show the newest and trendy outfit combination because consumers of Zalora shop to see the newest available fashion products. Third, it was expected that Zalora can increase the intensity of sale products to influence the normal purchasing decisions of consumers that might to become impulsive buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1136/051900965 |
| Uncontrolled Keywords: | Motivasi Belanja Hedonis, Kecenderungan Pembelian Impulsif, Online Shopping-Hedonic Shopping Motivation Impulse Buying Tendency, Online Shopping. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 29 Oct 2019 08:00 |
| Last Modified: | 25 Oct 2021 04:26 |
| URI: | http://repository.ub.ac.id/id/eprint/165704 |
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