Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment
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Jun 11, 2021
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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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LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Wiwoho, G. (2021). Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment. Jurnal E-Bis, 5(1), 15-30. https://doi.org/10.37339/e-bis.v5i1.592
References
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Bhakat, R. S., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3). https://doi.org/10.5539/ijms.v5n3p149
Beard, K. W. (2005). Internet addiction: A review of current assessment techniques and potential assessment questions. Cyber Psychology and Behavior, 8, 7-14.
Chen, L. S. (2017, July). Application of Transaction Cost Theory on Repurchase Intention. In 2017 International Conference on Organizational Innovation (ICOI 2017) (pp. 323-326). Atlantis Press.
Chiu, C., Wang, E. T. G., Fang, Y., & Huang, H. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information System Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.
Corvi, E., Bonera, M., 2010. The effectiveness of advertising: a literature review. In: the Proceedings of the 10th Global Conference on Business and Economics.
De Vries, R., Jager, G., Tijssen, I., & Zandstra, E. H. (2018). Shopping for products in a virtual world: Why haptics and visuals are equally important in shaping consumer perceptions and attitudes. Food quality and preference, 66, 64-75.
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001
Gonzalez, E. (2021). Value Consciousness, Enjoyment of Mobile Coupons, and Impulse Buying Tendency, Effects on Mobile Coupon Redemption Intentions. Global Journal of Management and Marketing, 5(1), 24–54.
Goyal, B. B., & Mittal, A. (2007). Gender influence on shopping enjoyment—an empirical study. Indian Management Studies Journal, 11(2), 103-116.
Govind, H., Kumar, P., Koul, S., & Singh, S. (March, 2014). Buying impulsive trait: An effective moderator for shopping emotions and perceived risk. IIMA Working Papers WP2014-03-17, Indian Institute of Management Ahmedabad, Research and Publication Department.
Hamelin, N., El, O., & Thaichon, P. (2017). Emotion and advertising effectiveness : A novel facial expression analysis approach. Journal of Retailing and Consumer Services, 36(December 2016), 103–111. https://doi.org/10.1016/j.jretconser.2017.01.001
Hausman, A. (2000). A multi-method investigation of consumer motivation in impulse buying behaviour. Journal of Consumer Marketing, 17(5), 403-419. http://dx.doi.org/10.1108/07363760010341045
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail & Distribution Management.
Hatzithomas, L., Manolopoulou, A., Margariti, K., Boutsouki, C., & Koumpis, D. (2021). Metaphors and Body Copy in Online Advertising Effectiveness. Journal of Promotion Management, 1-31.
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283. https://doi.org/10.1016/j.jbusres.2015.12.042.
Husnain, M., Rehman, B., Syed, F., & Akhtar, M. W. (2019). Personal and in-store factors influencing impulse buying behavior among generation Y consumers of small cities. Business Perspectives and Research, 7(1), 92-107.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. Int. J. Sci. Technol. Res., 9(3), 1569-1577.
Kim, H., Fiore, A. M., Niehm, L. S., & Jeong, M. (2010). Psychographic characteristics affecting behavioral intentions towards pop-up retail. International Journal of Retail & Distribution Management, 38, 133–154.
Kim, G., & Moon, I. (2020). Computers & Industrial Engineering Online banner advertisement scheduling for advertising effectiveness. Computers & Industrial Engineering, 140(January 2019), 106226. https://doi.org/10.1016/j.cie.2019.106226
Kukar-Kinney, M., Angeline, C., & Schaefers, T. (2016). Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements. Journal of Business Research, 69(2), 691-699.
Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.
Manik, P., Gupta, A., Jha, P., & Govindan, K. (2016). A goal programming model for selection and scheduling of advertisements on online news media. Asia-Pacific Journal of Operational Research, 33(02), 1650012.
Maulana, A., & Novalia, N. (2019). The effect of shopping life style and positive emotion on buying impulse (case study of the Palembang City Hypermarket). Information Management and Business Review, 11(1), 17-23.
Mihić, M., & Milaković, I. K. (2017). Examining shopping enjoyment : personal factors , word of mouth and moderating effects of demographics. Economic Research-Ekonomska Istraživanja, 30(1), 1300–1317. https://doi.org/10.1080/1331677X.2017.1355255
Mohan, G., Sivakumaran, B. and Sharma, P. (2013), "Impact of store environment on impulse buying behavior", European Journal of Marketing, Vol. 47 No. 10, pp. 1711-1732. https://doi.org/10.1108/EJM-03-2011-0110
Pappas, I. O., Giannakos, M. N., & Chrissikopoulos, V. (2012). Personalized services in online shopping: Enjoyment and privacy. International Conference on Information Society i-Society, 168–173.
Ozer, L., & Gultekin, B. (2015). Pre-and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of retailing and consumer services, 22, 71-76.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189-197. http://dx.doi.org/10.1086/209105
Sharma, P., & Sivakumaran, B. (2004). Impulse Buying and Variety Seeking: Two Faces of the Same Coin? Or Maybe Not! Advances in Consumer Research, 31, 260-261
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology & Marketing, 14(4), 361-378.
Tassabehji, R., Wallace, J., & Cornelius, N. (2007). E-technology and the emergent e-environment : Implications for organizational form and function. Journal of Hihg Technology Management Research, 18, 15–30. https://doi.org/10.1016/j.hitech.2007.03.007
Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research, 12(3).
Wong, Y. T., Osman, S., Jamaluddin, A., & Yin-Fah, B. C. (2012). Shopping motives, store attributes and shopping enjoyment among Malaysian youth. Journal of Retailing and Consumer Services, 19, 240–248.
Wu, L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099.
Yang, Z., & Jun, M. (2002). Consumer perception of e-service quality: from internet purchaser and non-purchaser perspectives. Journal of Business strategies, 19(1), 19.
Yu, C., & Bastin, M. (2017). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. In Advances in Chinese Brand Management (pp. 316-330). Palgrave Macmillan, London.
Bhakat, R. S., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3). https://doi.org/10.5539/ijms.v5n3p149
Beard, K. W. (2005). Internet addiction: A review of current assessment techniques and potential assessment questions. Cyber Psychology and Behavior, 8, 7-14.
Chen, L. S. (2017, July). Application of Transaction Cost Theory on Repurchase Intention. In 2017 International Conference on Organizational Innovation (ICOI 2017) (pp. 323-326). Atlantis Press.
Chiu, C., Wang, E. T. G., Fang, Y., & Huang, H. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information System Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.
Corvi, E., Bonera, M., 2010. The effectiveness of advertising: a literature review. In: the Proceedings of the 10th Global Conference on Business and Economics.
De Vries, R., Jager, G., Tijssen, I., & Zandstra, E. H. (2018). Shopping for products in a virtual world: Why haptics and visuals are equally important in shaping consumer perceptions and attitudes. Food quality and preference, 66, 64-75.
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001
Gonzalez, E. (2021). Value Consciousness, Enjoyment of Mobile Coupons, and Impulse Buying Tendency, Effects on Mobile Coupon Redemption Intentions. Global Journal of Management and Marketing, 5(1), 24–54.
Goyal, B. B., & Mittal, A. (2007). Gender influence on shopping enjoyment—an empirical study. Indian Management Studies Journal, 11(2), 103-116.
Govind, H., Kumar, P., Koul, S., & Singh, S. (March, 2014). Buying impulsive trait: An effective moderator for shopping emotions and perceived risk. IIMA Working Papers WP2014-03-17, Indian Institute of Management Ahmedabad, Research and Publication Department.
Hamelin, N., El, O., & Thaichon, P. (2017). Emotion and advertising effectiveness : A novel facial expression analysis approach. Journal of Retailing and Consumer Services, 36(December 2016), 103–111. https://doi.org/10.1016/j.jretconser.2017.01.001
Hausman, A. (2000). A multi-method investigation of consumer motivation in impulse buying behaviour. Journal of Consumer Marketing, 17(5), 403-419. http://dx.doi.org/10.1108/07363760010341045
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail & Distribution Management.
Hatzithomas, L., Manolopoulou, A., Margariti, K., Boutsouki, C., & Koumpis, D. (2021). Metaphors and Body Copy in Online Advertising Effectiveness. Journal of Promotion Management, 1-31.
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283. https://doi.org/10.1016/j.jbusres.2015.12.042.
Husnain, M., Rehman, B., Syed, F., & Akhtar, M. W. (2019). Personal and in-store factors influencing impulse buying behavior among generation Y consumers of small cities. Business Perspectives and Research, 7(1), 92-107.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. Int. J. Sci. Technol. Res., 9(3), 1569-1577.
Kim, H., Fiore, A. M., Niehm, L. S., & Jeong, M. (2010). Psychographic characteristics affecting behavioral intentions towards pop-up retail. International Journal of Retail & Distribution Management, 38, 133–154.
Kim, G., & Moon, I. (2020). Computers & Industrial Engineering Online banner advertisement scheduling for advertising effectiveness. Computers & Industrial Engineering, 140(January 2019), 106226. https://doi.org/10.1016/j.cie.2019.106226
Kukar-Kinney, M., Angeline, C., & Schaefers, T. (2016). Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements. Journal of Business Research, 69(2), 691-699.
Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.
Manik, P., Gupta, A., Jha, P., & Govindan, K. (2016). A goal programming model for selection and scheduling of advertisements on online news media. Asia-Pacific Journal of Operational Research, 33(02), 1650012.
Maulana, A., & Novalia, N. (2019). The effect of shopping life style and positive emotion on buying impulse (case study of the Palembang City Hypermarket). Information Management and Business Review, 11(1), 17-23.
Mihić, M., & Milaković, I. K. (2017). Examining shopping enjoyment : personal factors , word of mouth and moderating effects of demographics. Economic Research-Ekonomska Istraživanja, 30(1), 1300–1317. https://doi.org/10.1080/1331677X.2017.1355255
Mohan, G., Sivakumaran, B. and Sharma, P. (2013), "Impact of store environment on impulse buying behavior", European Journal of Marketing, Vol. 47 No. 10, pp. 1711-1732. https://doi.org/10.1108/EJM-03-2011-0110
Pappas, I. O., Giannakos, M. N., & Chrissikopoulos, V. (2012). Personalized services in online shopping: Enjoyment and privacy. International Conference on Information Society i-Society, 168–173.
Ozer, L., & Gultekin, B. (2015). Pre-and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of retailing and consumer services, 22, 71-76.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189-197. http://dx.doi.org/10.1086/209105
Sharma, P., & Sivakumaran, B. (2004). Impulse Buying and Variety Seeking: Two Faces of the Same Coin? Or Maybe Not! Advances in Consumer Research, 31, 260-261
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology & Marketing, 14(4), 361-378.
Tassabehji, R., Wallace, J., & Cornelius, N. (2007). E-technology and the emergent e-environment : Implications for organizational form and function. Journal of Hihg Technology Management Research, 18, 15–30. https://doi.org/10.1016/j.hitech.2007.03.007
Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research, 12(3).
Wong, Y. T., Osman, S., Jamaluddin, A., & Yin-Fah, B. C. (2012). Shopping motives, store attributes and shopping enjoyment among Malaysian youth. Journal of Retailing and Consumer Services, 19, 240–248.
Wu, L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099.
Yang, Z., & Jun, M. (2002). Consumer perception of e-service quality: from internet purchaser and non-purchaser perspectives. Journal of Business strategies, 19(1), 19.
Yu, C., & Bastin, M. (2017). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. In Advances in Chinese Brand Management (pp. 316-330). Palgrave Macmillan, London.