Analisis Peran Nilai Hedonik, Pencarian Produk dan Nilai Utilitarian Terhadap Perilaku Pembelian Pelanggan Online Shop

Authors

  • Bekti Setiadi Sekolah Tinggi Penerbangan Aviasi
  • Fahmi Abdullah Institut Teknologi dan Bisnis Yadika Pasuruan
  • Sarwo Eddy Wibowo Politeknik Negeri Samarinda
  • I Wayan Gede Antok Setiawan Jodi Universitas Mahasaraswati Denpasar
  • C Susmono Widagdo STIEPARI Semarang

DOI:

https://doi.org/10.31316/jk.v6i4.4438

Abstract

Abstrak

Penelitian ini bertujuan untuk menguji apakah utilitarian value, hedonic value dan product browsing berpengaruh terhadap behaviour impulsebuying. Jenis penelitian yang digunakan dalam penelitian ini yaitu penelitian lapangan. Teknik pengumpulan data menggunakan data primer melalui kuesioner. Populasi penelitian ini ialah pengguna online shop di kota semarang yang pernah melakukan pembelian online. Metode sampel yang digunakan adalah kuota sampling. Jumlah responden yang dijadikan sampel yaitu sebanyak 100 sampel. Hasill analisis datal denganl menggunakan uji parsiall (uji t), padal variabell Utilitarianl Value dil perolehl nilail tl hitungl sebesar 4.633 dan nilai Sig. Sebesar 0,000 < 0,05, diartikanl bahwal Hol ditolakl danl Hal diterimal yang berarti bahwal secaral parsiall Utilitarianl Value berpengaruh positif terhadap Behaviour Impulse Buying, makal dalaml penelitian inil dikatakanl bahwal secaral parsial Utilitarianl Value berpengaruhl signifikan terhadap Impulse Buying. Kemudian padal variabel Hedonic Value dil perolehl nilai tl hitung sebesar 4.708 danl Nilai Sig. Sebesar 0,000 < 0,05, diartikanl bahwal H0l ditolakl dan Hal diterima yangl berartil bahwal secaral parsiall Hedonic Value berpengaruhl positifl terhadap Behaviour Impulse Buying, makal dalaml penelitianl inil dapatl dikatakanl bahwal secaral parsiall Hedonic Value berpengaruhl signifikanl terhadap Impulse Buying dan padal variabel Product Browsing dil peroleh nilai tlhitung sebesar 6.183 dan nilai Sig. Sebesar 0,000 < 0,05, diartikan bahwal Hol ditolakl danl Ha diterima yangl berartil bahwal secaral parsiall Product Browsing berpengaruhl positifl terhadap Behaviour Impulse Buying,l makal dalaml penelitian inil dapatl dikatakanl bahwal secara parsial Product Browsing berpengaruhl signifikan terhadap Impulse Buying, apabila Product Browsing meningkat,l makal impulsebuying akanl mengalamipengingkatan.

Katal Kunci: Utilitarian Value, Hedonic Value, Product Browsing dan Behaviour Impulse Buying

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Published

2023-01-02

Issue

Vol. 6 No. 4 (2022): Desember 2022

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Articles

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Copyright (c) 2023 Bekti Setiadi, Fahmi Abdullah, Sarwo Eddy Wibowo, I Wayan Gede Antok Setiawan Jodi, C Susmono Widagdo

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