Pengaruh Hedonic Shopping Motives Dan Perceived Risk Terhadap Impulse Buying Pada Toko Online Di Instagram

Regina Eka Pratiwi, Marheni Eka Saputri

Abstract

Abstrak Penelitian ini di latar belakangi oleh pertumbuhan pengguna internet di Indonesia yang tumbuh begitu pesat dan hal ini menjadi potensi untuk kemajuan ekonomi di Indonesia. Pembelian secara online semakin meningkat dengan kemudahan yang diberikan oleh internet dan hal ini menjadi salah satu faktor yang membuat motif belanja hedonis. Perilaku pembelian hedonis ini dapat meningkatkan kecenderungan pembelian tidak terencana, dimana konsumen cenderung tidak akan peduli dan berpikir terlebih dahulu untuk memiliki produk yang diinginkan. Penelitian ini dilakukan untuk mengetahui pengaruh hedonic shopping motives dan perceived risk terhadap impulse buying pada toko online di Instagram. Penelitian ini bertujuan untuk mengetahui dan mengalisis bagaimana hedonic shopping motives, perceived risk, dan impulse buying di Instagram, melihat apakah hedonic shopping motives dan perceived risk berpengaruh terhadap impulse buying dalam pembelian di Instagram secara simultan maupun parsial.Variabel yang digunakan dalam penelitian ini terdiri dari dua variabel independen (X) yaitu variabel hedonic shopping motives dan variabel perceived risk serta satu variabel dependen (Y) yaitu variabel impulse buying. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Populasi pada penelitian ini adalah konsumen yang pernah melakukan pembelian di Instagram dengan jumlah sampel 100 responden dan teknik sampling yang digunakan yaitu metode nonprobability sampling dengan jenis purposive sampling. Hasil dari penelitian ini menunjukan bahwa variabel hedonic shopping motives dan perceived risk berpengaruh positif dan signifikan terhadap impulse buying pada Instagram secara simultan sebesar 30,2%, sedangkan sisanya sebesar 69,8% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Variabel hedonic shopping motives berpengaruh positif dan signifikan terhadap impulse buying pada Instagram secara parsial, sedangkan variabel perceived risk tidak berpengaruh secara signifikan terhadap impulse buying pada Instagram secara parsial. Kata Kunci: Hedonic Shopping Motives, Perceived Risk, Impulse Buying, Instagram. Abstract This research is in the background behind the growth of internet users in Indonesia that has grown so rapidly and this has become a potential for economic progress in Indonesia. Online purchases are increasing with the convenience provided by the internet and this is one of the factors that makes the hedonic shopping motive. This hedonic purchasing behavior can increase the tendency of unplanned purchases, where consumers tend not to care and think first to have the desired product. This research was conducted to determine the effect of hedonic shopping motives and perceived risk on impulse buying on Instagram. This study aims to determine and analyze how hedonic shopping motive, perceived risk, and impulse buying on Instagram, see whether hedonic shopping motives and perceived risk have an effect on simultaneous or partial impulse buying in Instagram purchases. Variables used in this study consist of two independent ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.2 Agustus 2019 | Page 4283 variables (X), namely the hedonic shopping motives variable and the perceived risk variable and one dependent variable (Y), namely the impulse buying variable. The research method used is a quantitative method with a type of descriptive and causal research. The population in this study were consumers who had made purchases on Instagram with a sample of 100 respondents and the sampling technique used was a non-probability sampling method with a type of purposive sampling. The results of this study indicate that the variables hedonic shopping motives and perceived risk have a positive and significant effect on impulse buying on Instagram simultaneously at 30.2%, while the remaining 69.8% is influenced by other variables not examined in this study. Hedonic shopping motives have a positive and significant effect on the impulse buying on Instagram partially, while the perceived risk variable does not partially affect the impulse buying on Instagram partially. Keywords: Hedonic Shopping Motives, Perceived Risk, Impulse Buying, Instagram.

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