Pengaruh Penelusuran Hedonis dan Penelusuran Utilitarian pada Dorongan Pembelian Impulsif Konsumen Papan Pasar Daring
DOI:
https://doi.org/10.26486/jpsb.v12i2.4833Kata Kunci:
Pembelian Impulsif, Penelusuran Hedonis, Penelusuran Utilitarian, Perdagangan berbasis aplikasiAbstrak
Tujuan riset ini adalah untuk mengetahui situasi faktor yang menjadikan konsumen pengguna aplikasi papan pasar daring memiliki dorongan untuk melakukan pembelian secara impulsif. Hal tersebut dilakukan karena pembelian impulsif merupakan perilaku paling umum dalam pembelian. Model riset terdiri atas pengaruh interpersonal, daya tarik visual, portabilitas, penelusuran hedonis, dan penelusuran utilitarian. Selanjutnya penelusuran hedonis, dan penelusuran utilitarian terhadap dorongan pembelian impulsif. Pengambilan sampel dalam riset ini menggunakan non-probability dengan teknik purposive sampling. Ukuran sampel sebanyak 203 responden. Teknik pengumpulan data pada riset ini menggunakan kuesioner yang didistribusikan secara daring sesuai dengan kriteria yang telah ditentukan yaitu pengguna perangkat bergerak dalam mengakses aplikasi papan pasar daring, dan pernah melakukan pembelian minimal satu kali pembelian dalam enam bulan terakhir. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM). Temuan dari penelitian ini menunjukkan bahwa pengaruh interpersonal berpengaruh pada kegiatan penelusuran hedonis maupun penelusuran utilitarian, daya tarik visual tidak berpengaruh pada penelusuran hedonis tetapi berpengaruh pada penelusuran utilitarian, portabilitas tidak berpengaruh pada penelusuran hedonis, namun berpengaruh pada penelusuran utilitarian. Penelusuran utilitarian tidak berpengaruh pada dorongan pembelian impulsif, dan penelusuran hedonis berpengaruh pada dorongan pembelian impulsif.
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