Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment

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Gunarso Wiwoho

Abstract

Perkembangan teknologi informasi menuntut setiap usaha untuk meningkatkan inovasi layanan, salah satunya adalah dengan strategi yang memicu pembelian tidak terencana atau pembelian impulsif. Penelitian ini betujuan untuk mengetahui peran E-environment dan efektivitas iklan terhadap pembelian impulsif melalui shopping enjoyment pada pengguna marketplace di Kabupaten Kebumen. Survei dilakukan pada bulan November 2020-Januari 2021 dengan melibatkan sebanyak 312 masyarakat pengguna marketplace. Alat analisis yang digunakan dalam penelitian ini adalah path analysis dengan bantuan SPSS versi 25. Penelitian ini merupakan jenis penelitian kuantitatif dengan pendekatan cross-sectional atau metode survei. Hasil penelitian ini menunjukan bahwa E-environment dan efektivitas iklan berpengaruh terhadap shopping enjoyment. Disamping itu, shopping enjoyment memiliki peran mediasi yang menjembatani hubungan variabel independen dan depeneden didalam model penelitian. Penelitian ini memberikan gambaran dan strategi bagi manajemen untuk meningkatkan penjualan melalui pembelian impulsif.

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How to Cite
Wiwoho, G. (2021). Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment. Jurnal E-Bis (Ekonomi-Bisnis), 5(1), 15-30. https://doi.org/10.37339/e-bis.v5i1.592

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