The Influence Of Consumer Traits And Situational Factors On Consumer Online Impulse Buying Behavior Of Shopee Users In West Java Indonesia
Abstract
Internet dengan cepat menjadi saluran pembelian utama, melampaui semua jenis belanja lainnya dalam hal pertumbuhan. Hal ini terlihat dari maraknya retailer dan marketplace online di Indonesia yang persaingannya semakin ketat. Menurut Kementerian Komunikasi dan Informatika di Indonesia, nilai e-commerce meningkat sebesar 78% pada tahun 2018 dan diprediksi akan terus berkembang. Shopee saat ini merupakan platform e-commerce terbesar di Indonesia. Sementara itu, Covid-19 memaksa konsumen untuk memanfaatkan internet sebagai hobi atau kebiasaan baru sehari-hari. Di masa pandemi, layanan e-commerce Shopee menjadi pusat perhatian konsumen, dengan transaksi penjualan tumbuh 130% di Q2 2020. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh sifat konsumen dan faktor situasional terhadap pembelian impulsif online pengguna Shopee di Jawa Barat. Penelitian ini menggunakan metode pendekatan kuantitatif. Sampel yang digunakan adalah pengguna Shopee di Jawa Barat yang melakukan transaksi di Shopee. Data dikumpulkan dari 386 responden pengguna Shopee di Jawa Barat yang pernah melakukan transaksi di Shopee dan menyebarkan kuesioner dengan skala Likert menggunakan Google Forms. Hasil penelitian ini menunjukkan bahwa sifat konsumen dan faktor situasional memiliki pengaruh yang signifikan baik secara parsial maupun simultan terhadap pembelian impulsif online pengguna Shopee di Jawa Barat. Kata Kunci-perilaku konsumen, pembelian online impulsif, e-commerce, ShopeeReferences
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