Pengaruh Shopping Orientation Instagram Terhadap Customer Online Purchase Intention (study Kasus Pada Produk Zooeyzhop)
Abstract
Pesatnya pertumbuhan pengembangan teknologi internet telah memungkinkan para konsumen mulai mengenal dengan adanya berbelanja online, yang mampu memberikan layanan yang mudah bagi pelanggan mencari produk melalui internet. Zooeyzhop adalah salah satu bisnis online yang bergerak pada bidang fashion. Dalam memilih suatu produk atau jasa, salah satu hal yang menjadi pertimbangan bagi Zooeyzhop untuk memberikan Shopping Orientation yang baik di mata para pelanggannya. Penelitian ini bertujuan untuk mengetahui Impulse Purchase Intention, Quality Orientation, Brand Orientation, Shopping Enjoyment, Convenience Orientation dan untuk mengetahui pengaruh dari Shopping Orientation terhadap Customer Online Purchase Intention di Zooeyzhop. Teknik pengambilan sampel pada penelitian ini menggunakan nonprobability sampling jenis convenience sampling dengan jumlah responden sebanyak 400 orang. Analisis data pada penelitian ini yaitu analisis deskriptif dan analisis kausal menggunakan regresi berganda. Hasil penelitian menunjukkan bahwa tanggapan pelanggan Zooeyzhop mengenai semua variable di dalam Shopping Orientation dan Customer Online Purchase Intention termasuk dalam kategori baik serta terdapat pengaruh yang positif antara Impulse Purchase Intention, Brand Orientation, Shopping Enjoyment Orientation, dan Convenience Orientation. Hal ini juga menemukan bahwa Quality Orientation adalah kontributor yang penting untuk Customer Online Purchase Intention. Kata kunci: Impulse purchase intention, quality orientation, brand orientation, shopping enjoyment, convenience orientation, customer online purchase intentionReferences
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