PERILAKU IMPULSIVE BUYING SEBAGAI RESPON TERHADAP FLASH SALE DAN CUSTOMER’S SHOPPING EXPERIENCE: PERAN MODERASI SELF-CONTROL
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Abstract
Pesatnya perkembangan e-commerce di Indonesia ditunjukkan melalui jumlah pengguna yang terus meningkat. Sehingga pelaku usaha tersebut harus mengembangkan strategi untuk menarik minat pelanggan. Salah satu strategi tersebut adalah memotivasi pelanggan untuk membeli secara impulsif (impulsive buying) yaitu dengan menyelenggarakan flash sale. Strategi tersebut menjadi sebuah solusi untuk pelaku usaha e-commerce dan pelanggan karena pelaku usaha dapat memperoleh keuntungan dan pelanggan dapat lebih nyaman dalam memperoleh produk dengan harga yang lebih murah. Namun, terdapat pelanggan yang melakukan impulsive buying yang melebihi daya belinya. Perilaku tersebut menyebabkan impulsive buying dipersepsikan secara negatif karena dikategorikan sebagai pembelian yang tidak dibutuhkan dan tanpa mempertimbangkan daya beli. Penelitian ini ingin mengkaji pengaruh flash sale dan customer’s shopping experience terhadap perilaku impulsive buying pada pelanggan e-commerce wanita di Jakarta, serta peran moderasi self-control terhadap pengaruh tersebut. Pengumpulan data dilakukan dengan menggunakan kuesioner melalui Google Form. Kemudian, data tersebut akan dianalisis dengan metode PLS-SEM dan digunakan melelalui aplikasi SMART PLS 4. Pengambilan data sebanyak 216 responden dengan jumlah sample akhir sebanyak 205 data responden yang dapat melewati screening question dan selanjutnya data tersebut dapat diolah. Hasil penelitian ini menunjukan bahwa flash sale dan customer’s shopping experience memiliki pengaruh positif terhadap impulsive buying, namun jika pengaruh tersebut di moderasi oleh self control, maka hasilnya dari hipotesisnya menjadi tidak didukung, yang berarti bahwa self control tidak dapat memoderasi pengaruh flash sale dan customer’s shopping experience terhadap impulsive buying.
The rapid development of e-commerce in Indonesia is shown by the number of users. So, these business actors must develop strategies to attract customer interest. One of the strategies is to motivate customers to buy impulsively (impulsive buying), namely by holding a flash sale. This strategy is a solution for e-commerce business actors and customers because business actors can get profits and customers can be more comfortable in obtaining products at a lower price. However, some customers make impulsive buying that exceeds their buying power. This behavior causes impulsive buying is perceived negatively because it is categorized as an unnecessary purchase and without considering buying power. This study wants to examine the influence of flash sales and customer's shopping experience on impulsive buying behavior in female e-commerce customers in Jakarta, as well as the role of self-control moderation on these influences. Data collection was carried out using a questionnaire via Google Forms. Then, the data will be analyzed using the PLS-SEM is used through the SMART PLS 4 application. Data collection from 216 respondents with a final sample of 205 respondents who can pass the screening questions and furthermore, the data can be processed. The results of this study show that flash sales and customer's shopping experience have a positive influence on impulsive buying, but if the influence is moderated by self-control, then the result of this hypothesis becomes unsupported, which means that self-control cannot moderating the influence of flash sales and customer's shopping experience on impulse buying.
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