ANALISIS MOTIVASI KONSUMEN DAN IMPULSIVE BUYING DALAM BERBELANJA ONLINE E-COMMERCE INDONESIA

Yulia Rahmawati, Pristiyono Pristiyono, Nur’ainun Gulo

Abstract


This research aims to determine the analysis of consumer motivation and impulsive buying in online shopping for Indonesian e-commerce. The total sample was 150 respondents, namely people from Kampung Rakyat District who shopped using the Shopee application. This research uses data processing assistance, namely smart pls version 4.0, by conducting outer model testing, inner capital testing and bootstrapping (hypothesis testing). In the outer model test, the test was carried out by looking at the outer loading, average variance extracted (AVE), cross loading reliability and Cronbach alpha values, all research results were said to be good, in the inner model test there were 2 equations produced by r square with the highest r square value found in the second equation, namely impulsive buying. In hypothesis testing, it was found that the research results of all research hypotheses were accepted with the results that the website quality variable had an effect on consumer motivation (2.723>1.96), advertising policy had an effect on consumer motivation (2.723>1.96), Consumer motivation influences impulsive buying (2.723>1.96), and smartphone penetration influences consumer motivation (2.723>1.96).

Full Text:

PDF

References


Barnes , S. J. & Vidgen, R. T., (2002). An Integrative Approach To The Assessment Of E-Commerce Quality. Journal of Electronic Commerce Research, 3(3), pp. 114-127.

Gozali, I., (2008). Analisis Multivariate dengan Program SPSS.. Semarang: Badan Penerbit Universitas Diponegoro.

Muthmainnah, S., Slamet, L. & Sriwahyuni, T., (2016). Analisis Kualitas Layanan Portal Kemahasiswaan.Ft.Unp.Ac.Id Menggunakan Metode Webqual 4.0 (Studi Pada Mahasiswa Fakultas Teknik Universitas Negeri Padang Sebagai Pengguna Portal Kredit Ekstrakulikuler). Jurnal Vokasional Teknik Elektronika & Informatika, 4(2), pp. 70-74.

Qadhafi, M. S. & Pertiwi, A., (2019). Analisis Kualitas Website Balai Besar Taman Nasional Gunung Gede Pangranggo (Bbtnggp) Menggunakan Metode Webqual 4.0. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 9(4), pp. 867-874.

Sucipto & Budihartanti, C., (2020). Measurement e-commerce Services Quality: Applying Webqual 4.0 and Importance Performance Analysis. Journal of Computer Science an Engineering (JCSE), 1(2), pp. 70-79.

Trenggonowati, D. L. & Kulsum, K., (2018). Analisis Faktor Optimalisasi Golden Age Anak Usia Dini Studi Kasus Di Kota Cilegon. Journal Industrial Services, 4(1), pp. 48-56.

Warjiyono & Hellyana, C. M., (2018). Pengukuran Kualitas Website Pemerintah Desa Jagalempeni Menggunakan Metode Webqual 4.0. Jurnal Teknologi Informasi dan Ilmu Komputer, 5(2), pp. 139-146.




DOI: http://dx.doi.org/10.29040/jie.v8i2.13693

Refbacks

  • There are currently no refbacks.