Analisis Faktor yang Memengaruhi Pembelian Impulsif pada E-Commerce di Jakarta selama Pandemi Covid-19
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Abstract
The purpose of this study was to analyze the effect of panic buying, risk perception, and sales promotions on impulse buying through hedonistic motivation as a mediator in Jakarta during the Covid-19 pandemic. A total of 122 respondents who are e-commerce users in Jakarta participated in this study and primary data was collected from respondents using a questionnaire that was distributed virtually using Google Form. After ascertaining the validity and reliability of the data, the researchers analyzed all data through the PLS-SEM method using SmartPLS software. Based on the results, the researchers conclude that panic buying, risk perception, and sales promotions affect impulse buying, panic buying, and sales promotions affect impulse buying through hedonistic motivation as a mediator, but not with risk perception. Therefore, the results obtained in this study underline during the Covid-19 pandemic, especially for people in Jakarta, it is true that there is an impulsive attitude in shopping which is influenced by panic buying, risk perception, sales promotion, and hedonistic motivation.
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh panic buying, persepsi risiko, dan sales promotions terhadap pembelian impulsif melalui hedonistic motivation sebagai mediator di Jakarta pada masa pandemi Covid-19. Sebanyak 122 responden yang adalah pengguna e-commerce di Jakarta mengikuti penelitian ini dan data primer yang dikumpulkan dari responden menggunakan kuesioner yang disebarkan secara virtual menggunakan Google Form. Setelah dipastikan keabsahan dan reliabilitas datanya, peneliti kemudian menganalisis semua data tersebut menggunakan metode PLS-SEM dengan menggunakan software SmartPLS. Berdasarkan hasil analisis data, peneliti menyimpulkan bahwa panic buying, persepsi risiko, dan sales promotions berpengaruh terhadap pembelian impulsif, panic buying, dan sales promotions berpengaruh terhadap pembelian impulsif melalui hedonistic motivation sebagai mediator, tetapi tidak dengan variabel persepsi risiko. Oleh karena itu, hasil yang diperoleh dalam penelitian ini menggarisbawahi pada masa pandemi Covid-19, khususnya untuk masyarakat di Jakarta memang benar adanya sikap impulsif dalam berbelanja yang dipengaruhi oleh panic buying, persepsi risiko, sales promotion, dan hedonistic motivation.
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