Pengaruh Utilitarian Browsing Dan Hedonic Browsing Terhadap E-impulse Buying (studi Pada Pengguna Blibli.com Di Indonesia)

Ninies Khairunisa Nastiti, Arlin Ferlina Mochamad Trenggana

Abstract

ABSTRAK
Penelitian ini dilatarbelakangi oleh permasalahan terkait utilitarian browsing dan hedonic browsing pada ecommerce Blibli.com. Berdasarkan hasil pra survey, adanya komentar negatif pada kedua variabel tersebut
dimana menyebabkan menurunnya e-impulse buying konsumen terhadap produk yang ada di e-commerce
Blibli.com. Penelitian ini bertujuan untuk mengetahui pengaruh Utilitarian Browsing dan Hedonic Browsing
terhadap E-Impulse Buying pengguna e-commerce Blibli.com di Indonesia
Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel
yang digunakan pada penelitian ini berjumlah 400 responden. Penelitian ini juga menggunakan metode
probability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan menggunakan
analisis deskriptif dan analisis regresi linier berganda
Berdasarkan hasil penelitian dari analisis deskriptif menunjukkan bahwa variabel Utilitarian Browsing (X1)
berada pada kategori cukup baik, variabel Hedonic Browsing (X2) berada pada kategori baik, dan variabel EImpulse Buying (Y) berada pada kategori cukup baik. Hasil analisis regresi linier berganda dapat disimpulkan
bahwa Utilitarian Browsing (X1) dan Hedonic Browsing (X2) berpengaruh signifikan terhadap E-Impulse
Buying (Y) Blibli.com di Indonesia baik secara parsial maupum simultan. Berdasarkan hasil uji analisis
koefisien determinasi diperoleh nilai sebesar 47,5%. Hal ini menunjukkan bahwa pengaruh variabel independen
yaitu utilitarian browsing dan hedonic browsing terhadap variabel dependen yaitu e-impulse buying adalah
47,5% sedangkan sisanya 52,5% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.
Kata Kunci: Utilitarian Browsing, Hedonic Browsing, E-Impulse Buying
ABSTRACT
This research is based on problems related to utilitarian browsing and hedonic browsing on e-commerce
Blibli.com. Based on the pre-survey results, there were negative comments on both variables which led to a
decrease in consumer e-impulse buying of products in e-commerce Blibli.com. This research aims to find out
the influence of Utilitarian Browsing and Hedonic Browsing on E-Impulse Buying of e-commerce users
Blibli.com in Indonesia.
This research uses this type of explanatory research with a quantitative approach. The sample used in this
study was 400 respondents. The study also used a method of probability sampling with purposive sampling
techniques. Data processing is done using descriptive analysis and multiple linear regression analysis
Based on the results of the study from descriptive analysis shows that the Utilitarian Browsing variable
(X1) is in the category quite well, the Hedonic Browsing variable (X2) is in the good category, and the EImpulse Buying (Y) variable is in the category quite well. The results of multiple linear regression analysis can
be concluded that Utilitarian Browsing (X1) and Hedonic Browsing (X2) have a significant effect on E-Impulse
Buying (Y) Blibli.com in Indonesia both partially and simultaneously. Based on the results of the coefficient
analysis of the determination analysis obtained a value of 47.5%. This suggests that the influence of independent
variables namely utilitarian browsing and hedonic browsing on dependent variables i.e-impulse buying was
47.5% while the remaining 52.5% was influenced by other factors not studied in this study.
Keyword: Utilitarian Browsing, Hedonic Browsing, E-Impulse Buying

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