Pengaruh Atribut Produk terhadap E-Impulse Buying dengan UWB dan HWB sebagai Mediasi Belanja Online
(Studi Empiris Terhadap pada Siswa SMA Yappenda Jakarta)
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Keywords:
Product Attribute, Virus Shopping, Online Shopping
Abstract
This study aims to examine whether there is an effect of Product Attributes on E-impulse Buying by mediating Utilitarian Web Browsing and Hedonic Web Browsing in online shopping for Students and Students at Yappenda High School Jakarta. This research uses a quantitative approach, which is measured by using Path Analysis SmartPLS 3.0. The population of this study is students who are in Yappenda High School Jakarta. The sample is determined based on the purpose sampling method, with a total sample of 100 respondents. The data used in this study are secondary data. Data collection techniques using a questionnaire The results of the study prove that the variety of selection and price attributes directly influence the utilitarian web browsing, while the sensory attribute does not directly affect the utilitarian web browsing. Variety of selection and sensory attribute directly affect hedonic web browsing while the price attribute does not directly affect hedonic web browsing. Utilitarian Web Browsing has no direct effect on e-impulse buying, Hedonic Web Browsing has a direct effect on e-impulse buying. Utilitarian web browsing does not mediate the effect of product attributes (Variety of selection, price attributes and sensory attributes) on e-impulse buying. Hedonic web browsing mediates the effect of Variety of selection and sesory attribute on e-impulse buying. Hedonic web browsing does not mediate the effect of Price attribute on e-impulse buying.
References
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Blakeney, A.B., Cracknell, R.L. Crosbie, G.B., Jefferies, S.P., Miskelly, D.M., O’brien, L., Panozzo, J.F., Suter, D.A.I., Solah, V., Watts, T., Westcott, T. dan William, R.M. 2010. Understanding Australian Wheat Quality a Basic Introduction to Australian Wheat Quality. ISBN: 979-0-9775029-4-3. Kingston: Grain Resarch and Development Corporation. Diakses pada 12 Agustus 2019.
Chang, E., Burns L.D. dan Francis S.K. 2014. Gender differences in the Dimensional Structure of Apparel Shopping Satisfaction Among Korean Consumers: the Role of Hedonic Shopping Value. Clothing Textiles Research Journal, 22(4):185-99. Diakses pada 12 Agustus 2019.
Chen-Yu, J.H. dan Seock, Y.K. 2012. Adolescents’ clothing purchase motivations, information sources, and store selection criteria: A comparison of male/female and impulse/nonimpulse shoppers. Family and Consumer Sciences Research Journal, 31(1): 50-77. Diakses pada 12 Agustus 2019.
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Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
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Jin, B., Sternquist, B., & Koh, R. 2013. Price as Hedonic Shopping. Family and Consumer Sciences Research Journal, 31(4), 378-402. Diakses pada 12 Agustus 2019.
Kartika, Treeya Gita Maya., Rofiaty, Fatchur Rohman. 2017. Pengaruh Hedonic Shopping Value dan Atmosfer Gerai terhdap Keputusan Pembelian Impulsif dengan Dimediasi Reaksi Impulsif. Jurnal Bisnis dan Manajemen Vol.4 No.2, Juni 2017, p 188-196, p-ISSN : 1829-7528 e-ISSN : 2581-1584. Diakses tanggal 21 Juli 2019.
Kim, E.Y. dan Knight, D.K. 2012. A Path Analytic Exploration of Consumer Information Search in Online Clothing Purchases. Journal of the Korean Society of Clothing and Textiles, 31(12): 1721–1732. Diakses pada 12 Agustus 2019.
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Kotler, Philip dan Armstrong, Gary. 2014. Prinsip-prinsip Manajemen. Edisi 14. Jilid 1. Erlangga. Jakarta.
Koufaris, Marios dan Sosa, William Hampton. 2012. Customer Trust Online: Examining The Role of The Experience with The Website. CIS Working Paper Series, May 2012.
Lee, H.B. dan Park, E.J. 2010. Apparel Impulse Buying on the Internet: Mediating Effects of Browsing. Society for Marketing Advances Proceedings,32(6): 375-398. Diakses pada 12 Agustus 2019.
Lee, H.B. dan Lee, H.W. 2013. The Impacts of Browsing on Buying Impulsiveness in Internet Shopping Malls. Korean Management Review, 32 (5):1235–1263. Diakses pada 11 Agustus 2019.
Lee, K.C., Kang, I., and McKnight, D.H. 2011. Transfer form Offline Trust to Key Online Perceptions: An Empirical Study. IEEE Transactions on Engineering Management, Vol. 54, No. 4, page 729-741. Diakses pada 7 Agustus 2019
Lee, M-Y., Kim, Y-K., Fairhurst, A. 2009. Shopping Value in Online Auctions: Their Antecedents and Outcomes. Journal of Retailing and Consumer Services, 16, 75-82. Diakses pada 8 Agustus 2019.
Lepkowska, White, E. 2010. Online Store Perception: How to Turn Browsers into Buyers?. Journal of Marketing Theory and Practice, 12 (3). Diakses pada 7 Agustus 2019.
Levy, M., dan Weitz, B. A. 2012. Retailing Management. McGraw-Hill Education. Berkshire.
Lim, H. and Dubinsky, A.J., 2014. Consumers’ Perceptions of e-shopping Characteristics: An Expectancy Value Approach. The Journal of Services Marketing, vol. 18, no. 6, pp. 500-513. Diakses pada 8 Agustus 2019.
Lynch, J.G., Jr., dan Ariely, D. 2010. Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution. Marketing Science, 19 (1), 83-103. Diakses pada 7 Agustus 2019.
Maharani, M.G. 2013. Factors Influencing E-impulsive Purchasing Behaviors : A Study on Fashion Website. Marketing Faculty of Economics and Business, Universitas Gadjah Mada. Diakses pada 12 Agustus 2019.
Malhotra, N. K., Birks, D. F., Wills, P. 2012. Marketing Research: An Applied Approach. Pearson Education. London.
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Retief, Miri., Erasmus dan Petzer. 2018. Menjelajahi Pendahulunya Internal yang Meminta Perilaku Impulsif Konsumen dalam Konteks Ritel Pengalaman. Acta Commercii Independent Research Journal in the Management Sciences, ISSN: (Online) 1684-1999, (Print) 2413-1903. Diakses tanggal 21 Juli 2019.
Ridha, Diana. 2015. Analisis Pengaruh Atribut Produk Fashion terhadap E-Impulse Buying dengan Utilitarian Web Browsing dan Hedonic Web Browsing sebagai Faktor Mediasi dalam Situs Belanja Online Lokal. Manajemen Usahawan Indonesia (MUI), Vol. 3, No. 2, Februari 2015. ISSN: 0216-3780. Diakses pada 9 Agustus 2019.
Roehm, H., Roehm, M. 2015. Revisiting the Effect of Positive Mood on Variety Seeking. Journal of Consumer Research, 32 92), 330-336. Diakses pada 7 Agustus 2019.
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Setyowati, Desy. 2018. Empat Alasan Indonesia Menarik untuk Bisnis E-Commerce. Katadata. Jakarta.
Shang, R. A., Chen, Y. C., Shen, L. 2005. Extrinsic Versus Intrinsic Motivation for Consumer to Shop Online. Journal of Information and Management, 42, 410-413. Diakses pada 9 Agustus 2019
Sharma, P., Sivakumaran, B. dan Marshall, R. 2010. Impulse Buying and Variety Seeking: a Trait Correlates Perspective. Journal of Business Research, 63(3):276-283. Diakses pada 9 Agustus 2019.
Sidharta dan Suzanto. 2015. Pengaruh Kepuasan Transaksi Online Shopping dan Kepercayaan Konsumen terhadap Sikap serta Perilaku Konsumen pada E-commerce. Jurnal Computech & Bisnis, Vol. 9, No.1. Diakses tanggal 27 Juli 2019.
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Arnold, M.J., dan Reynolds, K.E. 2013. Hedonic Shopping Motivations. Journal Retailing, 79 (2):77–95. Diakses pada 12 Agustus 2019.
Asosiasi Penyelenggara Jasa Internet Indonesia. 2017. Profil Pengguna Internet Indonesia. APJII. Jakarta.
Assauri, Sofjan. 2013. Manajemen Pemasaran. Rajawali Pers. Jakarta.
Babin, BJ. Darden, W.R. and Griffin, M. 2014. Work and/or Fun: Measuring Hedonicand Utilitarian Shopping Value. Journal of Consumer Research, Vol.20, pp. 91-100. Diakses tanggal 22 Juli 2019.
Berman, Barry dan Joel R. Evans. 2010. Retail Management: A Strategic Approach. 11th Edition. Prentice Hall. Amerika Serikat.
Berman, Berry dan Joel R. Evans. 2013. Retail Management: A Strategic Approach. Pearson. England.
Blakeney, A.B., Cracknell, R.L. Crosbie, G.B., Jefferies, S.P., Miskelly, D.M., O’brien, L., Panozzo, J.F., Suter, D.A.I., Solah, V., Watts, T., Westcott, T. dan William, R.M. 2010. Understanding Australian Wheat Quality a Basic Introduction to Australian Wheat Quality. ISBN: 979-0-9775029-4-3. Kingston: Grain Resarch and Development Corporation. Diakses pada 12 Agustus 2019.
Chang, E., Burns L.D. dan Francis S.K. 2014. Gender differences in the Dimensional Structure of Apparel Shopping Satisfaction Among Korean Consumers: the Role of Hedonic Shopping Value. Clothing Textiles Research Journal, 22(4):185-99. Diakses pada 12 Agustus 2019.
Chen-Yu, J.H. dan Seock, Y.K. 2012. Adolescents’ clothing purchase motivations, information sources, and store selection criteria: A comparison of male/female and impulse/nonimpulse shoppers. Family and Consumer Sciences Research Journal, 31(1): 50-77. Diakses pada 12 Agustus 2019.
Daryanto. 2017. Manajemen Pemasaran: Sari Kulia. Sarana Totorial Nurani Sejahtera. Bandung.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Floh, A., and Madlberger, M. 2013. The role of Atmospheric Cues in Online Impulse Buying Behavior. Electronic Commerce Research and Applications, 12, 425-439. Diakses tanggal 22 Juli 2019.
Ghozali, Imam. 2014. Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4. Badan Penerbit Universitas Diponegoro. Semarang.
Granito. 2017. Kepercayaan Konsumen. https://www.hestanto.web.id/online-shop/. Diakses pada 9 Agustus 2019.
Gultekin, Beyza dan Leyla Ozer, 2012. Pengaruh Motif Hedonic dan Browsing On Impulse Buying. Journal of Economics and Behavioral Studies, Vol. 4, No.3, pp. 180-189, Mar 2012 ISSN: 2220-6140. Hacettepe University, Beytepe-Ankara, Turkey. Diakses tanggal 21 Juli 2019.
Gumilang, Wayan Aris dan I Ketut Nurcahya. 2016. Pengaruh Price Discount Store Atmosphere terhadap Emotional Shopping dan Impulse Buying. E-Jurnal Manajemen Umud, Vol. 15, No.3, 2016 : 1859-1888 ISSN : 2302-8912. Diakses tanggal 21 Juli 2019.
Hestanto. 2016. Teori Online Shop menurut Beberapa Ahli. dari http://www.hestanto.web.id/online-shop/. Diakses pada 18 Agustus 2019.
http://www.euromonitorinternational.com. Diakses tanggal 14 Agustus 2019.
Ilmalana. 2012. Analisis Motivasi Konsumen Online Dalam Melakukan Impulse Buying Pada Transaksi C2C Commerce (Studi Pada Forum Jual Beli Kaskus). Jakarta: Universitas Indonesia.
Irani, N. dan Hanzaee, K. H. 2011. The Effects of Variety-Seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction. International Journal of Marketing Studies, 3 (3):89-103. Diakses pada 9 Agustus 2019.
Jegethesan, K., Sneddon, J. N., Soutar, G. N. 2012. Young Australian Consumers Preferences for Fashion Apparel Attributes. Journal of Fashion Marketing and Management, 16 (3), 275-299. Diakses pada 8 Agustus 2019.
Jiang, Pingjun dan Rosenbloom, Bert. 2015. Customer Intention to Return Online: Price Perception, Attribute Level Performance, and Satisfaction Unfolding Over Time. International Journal of Marketing. 4 (1) pp. 20-30. Diakses pada 7 Agustus 2019.
Jin, B., Sternquist, B., & Koh, R. 2013. Price as Hedonic Shopping. Family and Consumer Sciences Research Journal, 31(4), 378-402. Diakses pada 12 Agustus 2019.
Kartika, Treeya Gita Maya., Rofiaty, Fatchur Rohman. 2017. Pengaruh Hedonic Shopping Value dan Atmosfer Gerai terhdap Keputusan Pembelian Impulsif dengan Dimediasi Reaksi Impulsif. Jurnal Bisnis dan Manajemen Vol.4 No.2, Juni 2017, p 188-196, p-ISSN : 1829-7528 e-ISSN : 2581-1584. Diakses tanggal 21 Juli 2019.
Kim, E.Y. dan Knight, D.K. 2012. A Path Analytic Exploration of Consumer Information Search in Online Clothing Purchases. Journal of the Korean Society of Clothing and Textiles, 31(12): 1721–1732. Diakses pada 12 Agustus 2019.
Kotler, Philip and Keller, Kevin Lane. 2011. Manajemen Pemasaran. Edisi 13. Jilid 1 dan 2. Alih Bahasa : Bob Sabran. Erlangga. Jakarta.
Kotler, Philip dan Armstrong, Gary. 2014. Prinsip-prinsip Manajemen. Edisi 14. Jilid 1. Erlangga. Jakarta.
Koufaris, Marios dan Sosa, William Hampton. 2012. Customer Trust Online: Examining The Role of The Experience with The Website. CIS Working Paper Series, May 2012.
Lee, H.B. dan Park, E.J. 2010. Apparel Impulse Buying on the Internet: Mediating Effects of Browsing. Society for Marketing Advances Proceedings,32(6): 375-398. Diakses pada 12 Agustus 2019.
Lee, H.B. dan Lee, H.W. 2013. The Impacts of Browsing on Buying Impulsiveness in Internet Shopping Malls. Korean Management Review, 32 (5):1235–1263. Diakses pada 11 Agustus 2019.
Lee, K.C., Kang, I., and McKnight, D.H. 2011. Transfer form Offline Trust to Key Online Perceptions: An Empirical Study. IEEE Transactions on Engineering Management, Vol. 54, No. 4, page 729-741. Diakses pada 7 Agustus 2019
Lee, M-Y., Kim, Y-K., Fairhurst, A. 2009. Shopping Value in Online Auctions: Their Antecedents and Outcomes. Journal of Retailing and Consumer Services, 16, 75-82. Diakses pada 8 Agustus 2019.
Lepkowska, White, E. 2010. Online Store Perception: How to Turn Browsers into Buyers?. Journal of Marketing Theory and Practice, 12 (3). Diakses pada 7 Agustus 2019.
Levy, M., dan Weitz, B. A. 2012. Retailing Management. McGraw-Hill Education. Berkshire.
Lim, H. and Dubinsky, A.J., 2014. Consumers’ Perceptions of e-shopping Characteristics: An Expectancy Value Approach. The Journal of Services Marketing, vol. 18, no. 6, pp. 500-513. Diakses pada 8 Agustus 2019.
Lynch, J.G., Jr., dan Ariely, D. 2010. Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution. Marketing Science, 19 (1), 83-103. Diakses pada 7 Agustus 2019.
Maharani, M.G. 2013. Factors Influencing E-impulsive Purchasing Behaviors : A Study on Fashion Website. Marketing Faculty of Economics and Business, Universitas Gadjah Mada. Diakses pada 12 Agustus 2019.
Malhotra, N. K., Birks, D. F., Wills, P. 2012. Marketing Research: An Applied Approach. Pearson Education. London.
Moe, W.W. 2013. Buying Searching or Browsing: Differentiating Between Online Shoppers Using in Store Navigational Clickstream. Journal Consumer Psychology, 13 (1):29–39. Diakses pada 7 Agustus 2019.
Nogueira, C., dan Silva, M. E. C. 2010. Sensory Analysis of Textiles Product. Semana De Engenharia 2010. Diakses pada 12 Agustus 2019.
Nurmikko, S. 2011. Implications of Hedonic and Utilitarian Information Search and Social Media Browsing On Purchase Value. Department of Marketing Aalto University School of Economics. Diakses tanggal 22 Juli 2019.
Park, Eun Joo., Eun Young Kim, Venessa Martin Funches, and William Foxx. 2012. Apparel Product Attributes, Web Browsing, and E-impulse Buying on Shopping Websites. Journal of Business Research. Diakses tanggal 22 Juli 2019.
Peck, J. dan Childers, T.L. 2013. To Have and to Hold: the Influence of Haptic Information on Product Judgments. Journal Marketing, Vol. 67, No. 2, pp. 35-48. Diakses pada 12 Agustus 2019.
Retief, Miri., Erasmus dan Petzer. 2018. Menjelajahi Pendahulunya Internal yang Meminta Perilaku Impulsif Konsumen dalam Konteks Ritel Pengalaman. Acta Commercii Independent Research Journal in the Management Sciences, ISSN: (Online) 1684-1999, (Print) 2413-1903. Diakses tanggal 21 Juli 2019.
Ridha, Diana. 2015. Analisis Pengaruh Atribut Produk Fashion terhadap E-Impulse Buying dengan Utilitarian Web Browsing dan Hedonic Web Browsing sebagai Faktor Mediasi dalam Situs Belanja Online Lokal. Manajemen Usahawan Indonesia (MUI), Vol. 3, No. 2, Februari 2015. ISSN: 0216-3780. Diakses pada 9 Agustus 2019.
Roehm, H., Roehm, M. 2015. Revisiting the Effect of Positive Mood on Variety Seeking. Journal of Consumer Research, 32 92), 330-336. Diakses pada 7 Agustus 2019.
Rohm, A.J. and Swaminathan, V. 2011. A typology of Online Shoppers Based on Shopping Motivations. Journal of Business Research. Vol. 57, pp. 748-757. Diakses pada 8 Agustus 2019.
Sardiman, A.M. 2011. Interaksi dan Motivasi Belajar Mengajar. Rajawali Press. Jakarta.
Sari, Aprilia Eka. 2014. Analisis Faktor yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia. Volume XIII, No. 1, Mei 2014, halaman 55-73. Diakses tanggal 20 Juli 2019.
Setyowati, Desy. 2018. Empat Alasan Indonesia Menarik untuk Bisnis E-Commerce. Katadata. Jakarta.
Shang, R. A., Chen, Y. C., Shen, L. 2005. Extrinsic Versus Intrinsic Motivation for Consumer to Shop Online. Journal of Information and Management, 42, 410-413. Diakses pada 9 Agustus 2019
Sharma, P., Sivakumaran, B. dan Marshall, R. 2010. Impulse Buying and Variety Seeking: a Trait Correlates Perspective. Journal of Business Research, 63(3):276-283. Diakses pada 9 Agustus 2019.
Sidharta dan Suzanto. 2015. Pengaruh Kepuasan Transaksi Online Shopping dan Kepercayaan Konsumen terhadap Sikap serta Perilaku Konsumen pada E-commerce. Jurnal Computech & Bisnis, Vol. 9, No.1. Diakses tanggal 27 Juli 2019.
Suarmaja, Ida Bagus Koman., Made Wardana dan I Putu Gede Sukaatmadja. 2016. Pengaruh Atribut Produk Pakaian terhadap Web Browsing Hedonism dan Pembelian Implusif. E-jurnal Ekonomi dan Bisnis Universitas Udayana 5.12 (2016) : 4237-4270 ISSN:2337-3067. Diakses tanggal 21 Juli 2019.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta. Bandung.
Suryani dan Hendryadi. 2016. Metode Riset Kuantitatif Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam. Kencana. Jakarta.
Tassabehji, Rana. 2013. Understanding E-commerce for Business. SAGE Publication. London.
Thompson, M. 2011. Chinese Hedonic Values and the Chinese classical virtues: Managing the Tension, Journal of Management Development, Vol. 30 Iss: 7 pp. 709-723. Diakses pada 9 Agustus 2019.
Tjiptono, Fandy. 2011. Strategi Pemasaran. Edisi 3. ANDI. Yogyakarta.
Umar, Husein. 2014. Metode Penelitian untuk Skripsi dan Tesis Bisnis. Edisi-2. Cetakan ke-13. Rajawali Pers. Jakarta.
Utami, Christina Widhya. 2013. Manajemen Ritel. Salemba Empat. Jakarta.
Veritrans. 2016. Daily Social: E-Commerce in Indonesia. Jakarta.
Wahab, Zakaria., Muchsin S. Shihab, Agustina Hanafi, dan Hera Febria M. 2018. Pengaruh Motivasi Belanja Online dan Penjelajahan Produk terhadap Pembelian Produk Fashion Secara Impulsif pada Perdagangan Sosial. International Journal of Scientific and Research Publications, volume 8, Issue 7, July 2018 ISSN 2250-3153. Diakses tanggal 20 Juli 2019.
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Published
2019-02-28
How to Cite
Harnimurni, D., & Suryono, D. (2019). Pengaruh Atribut Produk terhadap E-Impulse Buying dengan UWB dan HWB sebagai Mediasi Belanja Online. Jurnal Manajemen STEI, 2(1), 14 - 33. Retrieved from https://ejournal.stei.ac.id/index.php/ManajemenSTEI/article/view/853
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