Pengaruh Sales Promotion, Product Quality, dan Hedonic Behavior pada Impulse Buying
DOI:
https://doi.org/10.26740/jim.v9n2.p698-707Keywords:
e-commerce, hedonic behavior, online impulse buying, product quality, sales promotionAbstract
A pandemic causes transactions in e-commerce to increase in health products. During the pandemic, impulsive purchases in e-commerce increased due to lockdown and fear of price increases. This research focuses on impulsive online purchases that are influenced by sales promotions, product quality, and hedonistic behavior. This type of research approach is quantitative with a causality research design. This analysis uses primary and secondary data sources. Data collection method using google form. Question measurement using a 5-point Likert scale. The population is infinite, and the number of samples collected is 197, which corresponds to the characteristics of the respondents is 123 respondents”the statistical analysis using multiple linear regression. The research results state that of the three independent variables, the hedonic behavioural variable significantly affects consumers' impulsive purchases of health products in e-commerce. Other variables, namely sales promotion and product quality, has no significant effect on impulsive purchases.References
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Darma, L. A., & Japarianto, E. (2014). Analisa Pengaruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle dan Positive Emotion sebagai Variabel Intervening pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, 8(2), 8089. https://doi.org/10.9744/pemasaran.8.2.80-89
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Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail and Distribution Management, 48(5), 465483. https://doi.org/10.1108/IJRDM-09-2019-0312
Hikmah. (2020). Pengaruh Harga , Promosi dan Kualitas Produk terhadap Pembelian Impulsif di Kota Batam. Journal of Business and Economics Research (JBE), 1(2), 173179.
Hultén, P., & Vanyushyn, V. (2014). Promotion and shoppers impulse purchases: The example of clothes. Journal of Consumer Marketing, 31(2), 94102. https://doi.org/10.1108/JCM-06-2013-0603
Husnul, H. S., Bambang, I., & Andi, S. R. (2017). The Impact of Product Quality , Promotion and Brand Image on Brand Loyalty and Impulse Buying Consumer Oriflame in Jember. International Journal of Business and Management Invention (IJBMI), 6(12), 15.
Indra Wiguna, A., & Nurcaya, I. (2014). Pengaruh Fashion Involvement, Kualitas Produk dan Kewajaran Harga terhadap Impulse Buying. E-Jurnal Manajemen Universitas Udayana, 3(12), 247477.
Iprice.co.id. (2020). Peta E Commerce Indonesia. Retrieved from Peta E Commerce Indonesia. (https://iprice.co.id/insights/mapofecommerce/, diakses pada 15 November 2020)
Janie, D. N. A. (2012). Statistik Deskriptif dan Regresi Linear Berganda dengan SPSS. Semarang: Semarang University Press.
Jawapos.com. (2020). Berikut 5 Kategori Produk Paling Populer di Akhir Tahun. (https://www.jawapos.com/ekonomi/bisnis/28/12/2020/berikut-5-kategori-produk-online-paling-populer-di-akhir-tahun//, diakses pada 24 November 2020)
Kompas.com. (2020a). Mengenal impulsive buying, kebiasaan boros yang dapat direm saat pandemi. (https://www.kompas.com/tren/read/2020/05/27/181100765/mengenal-impulsive-buying-kebiasaan-boros-yang-dapat-direm-saat-pandemi?page=all, diakses pada 25 Januari 2021)
Kompas.com. (2020b). Pandemi Covid-19, apa saja dampak pada sektok ketenagakerjaan indonesia? (https://www.kompas.com/tren/read/2020/08/11/102500165/pandemi-covid-19-apa-saja-dampak-pada-sektor-ketenagakerjaan-indonesia-?page=all, diakses pada 15 November 2020)
Kotler, Philip, dan A. (2004). Prinsip-prinsip Pemasaran (Kesepuluh). Jakarta: PT.bIndeks Gramedia.
Kurniawati, d & restuti, S. (2014). Pengaruh Sales Promotion dan Store Atmosphere terhadap Shopping Emotion dan Impulse Buying pada Giant Pekanbaru. Jurnal Tepak Manajemen Bisnis, VI(3), 25. https://jtmb.ejournal.unri.ac.id/index.php/JTMB/article/view/2483
Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759772. https://doi.org/10.1016/j.ijinfomgt.2016.04.012
Malhotra, N.K., & Dash, S. (2016). Marketing Research an Applied Orientation (Ketujuh). Chennai: Pearson India Education Services.
Maulana, B. S. (2020). Pengaruh Kualitas Produk dan Harga terhadap Pembelian Impulsif serta Dampaknya pada Niat Beli Ulang ( Studi Empiris Pada Pengguna Shoope . co . id di Kota Surakarta ). Jurnal Manajemen dan Bisnis. 5(1), 86045.
Mowen, J. & Minor, M. (2002). Perilaku Konsumen (Kelima). Jakarta: Erlangga.
Naeem, M. (2020). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail and Distribution Management, 49(3), 377393. https://doi.org/10.1108/IJRDM-08-2020-0317
Peraturan.bpk.go.id. (2020). Pembatasan Sosial Berskala Besar dalam Rangka Percepatan Penanganan Corona Virus Disease 2019 (COVID-19). (https://peraturan.bpk.go.id/Home/Details/135059/pp-no-21-tahun-2020, diakses pada 15 Maret 2021)
Peter, J. P. and J. C. O. (2014). Perilaku Konsumen dan Strategi Pemasaran Terjemahan oleh Diah Tantri Dwiandani (Kesembilan). Jakarta: Erlangga.
Ramdhani, N. (2012). Adaptasi Bahasa dan Budaya Inventori Big Five. Placenta, 18(23), 181188. https://doi.org/10.1016/S0143-4004(97)90091-6
Salam, Burhanuddin. (1997). Logika Materiil Filsafat Ilmu Pengetahuan. Jakarta: Rineka Cipta
Solomon, M.C., Mаrshаll. G.W., аnd Stuаrt, Е. (2008). Mаrkеting Rеаl Pеoplе Rеаl Choicеs. New Jersey: Pеаrson Prеnticе Hаll.
Sri, W., & Asnawati. (2018). the Influence of Hedonic Shopping Motivation to the Impulse Buying. Rjoas, 2(February), 99107.
Sujianto, A. E. (2009). Aplikasi Statistik dengan SPSS 16.0. Jakarta: Prestasi Pustaka.
Tamilselvi, J. (2019). Impact of Sale Promotion Technques on Consumers Impulse Buying Behavıour towards Apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(March), 116124.
Tjiptono, F. dan Chandra, G. (2012). Pemasaran Strategik (Kedua). Yogyakarta: Penerbit Andi.
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: the Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Wikipedia.com. (2020). Perdagangan Elektronik. (https://id.wikipedia.org/wiki/Perdagangan_elektronik#:~:text=Perdagangan%2520elektronik%25, diakses pada 15 Januari 2021)
Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality, 42(8), 12931302. https://doi.org/10.2224/sbp.2014.42.8.1293
Yeboah, A., & Owusu-Prempeh, V. (2017). Exploring the Consumer Impulse Buying Behaviour from a Range of Consumer and Product Related Factors. International Journal of Marketing Studies, 9(2), 146. https://doi.org/10.5539/ijms.v9n2p146
YiÄŸit, M. K. (2020). Consumer mindfulness and impulse buying behavior: Testing moderator effects of hedonic shopping value and mood. Innovative Marketing, 16(4), 2436. https://doi.org/10.21511/im.16(4).2020.03
Zahara, R. (2019). Pengaruh sales promotion terhadap impulse buying konsumen. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 3944. https://doi.org/10.36407/jmsab.v2i1.46
Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235256. https://doi.org/10.1108/APJML-04-2017-0073
Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle dan Kualitas Produk terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis¯: Ekonomi Bisnis & Manajemen, 10(2), 248262. https://doi.org/10.37932/j.e.v10i2.132
Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja dan Perilaku Hedonik terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. Jemap, 3(1), 3651. https://doi.org/10.24167/jemap.v3i1.2633
Beritasatu.com. (2020). Produk yang Diburu Selama Pandemi Covid-19. (https://www.beritasatu.com/DIGITAL/618695/KATEGORI-PRODUK-YANG-PALING-DIBURU-SELAMA-PANDEMI-COVID19, diakses pada 09 Januari 2021)
CNNIndonesia.com. (2020). Transaksi E-Commerce Naik Nyaris Dua Kali Lipat saat Pandemi. (https://www.cnnindonesia.com/ekonomi/20201021193353-92-561232/transaksi-e-commerce-naik-nyaris-dua-kali-lipat-saat-pandemi, diakses pada 15 November 2020)
Covid19.co.id. (2020). Sistem E-Commerce Jadi Solusi Bagi Pelaku UMKM di Tengah Pandemi COVID-19. (https://covid19.go.id/p/berita/sistem-e-commerce-jadi-solusi-bagi-pelaku-umkm-di-tengah-pandemi-covid-19, diakses pada 15 November 2020)
Darma, L. A., & Japarianto, E. (2014). Analisa Pengaruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle dan Positive Emotion sebagai Variabel Intervening pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, 8(2), 8089. https://doi.org/10.9744/pemasaran.8.2.80-89
Databoks.com. (2020a). Peningkatan Pengeluaran Rumah Tangga Akibat Pandemi Covid-19. (https://databoks.katadata.co.id/datapublish/2020/06/03/belanja-rumah-tangga-meningkat-selama-pandemi-covid-19, diakses pada 31 Januari 2021)
Databoks.com. (2020b). Peta Persaingan E-commerce Indonesia pada Kuartal II-2020. (https://databoks.katadata.co.id/datapublish/2020/09/21/peta-persaingan-e-commerce-indonesia-pada-kuartal-ii-2020, diakses pada 24 Januari 2021)
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail and Distribution Management, 48(5), 465483. https://doi.org/10.1108/IJRDM-09-2019-0312
Hikmah. (2020). Pengaruh Harga , Promosi dan Kualitas Produk terhadap Pembelian Impulsif di Kota Batam. Journal of Business and Economics Research (JBE), 1(2), 173179.
Hultén, P., & Vanyushyn, V. (2014). Promotion and shoppers impulse purchases: The example of clothes. Journal of Consumer Marketing, 31(2), 94102. https://doi.org/10.1108/JCM-06-2013-0603
Husnul, H. S., Bambang, I., & Andi, S. R. (2017). The Impact of Product Quality , Promotion and Brand Image on Brand Loyalty and Impulse Buying Consumer Oriflame in Jember. International Journal of Business and Management Invention (IJBMI), 6(12), 15.
Indra Wiguna, A., & Nurcaya, I. (2014). Pengaruh Fashion Involvement, Kualitas Produk dan Kewajaran Harga terhadap Impulse Buying. E-Jurnal Manajemen Universitas Udayana, 3(12), 247477.
Iprice.co.id. (2020). Peta E Commerce Indonesia. Retrieved from Peta E Commerce Indonesia. (https://iprice.co.id/insights/mapofecommerce/, diakses pada 15 November 2020)
Janie, D. N. A. (2012). Statistik Deskriptif dan Regresi Linear Berganda dengan SPSS. Semarang: Semarang University Press.
Jawapos.com. (2020). Berikut 5 Kategori Produk Paling Populer di Akhir Tahun. (https://www.jawapos.com/ekonomi/bisnis/28/12/2020/berikut-5-kategori-produk-online-paling-populer-di-akhir-tahun//, diakses pada 24 November 2020)
Kompas.com. (2020a). Mengenal impulsive buying, kebiasaan boros yang dapat direm saat pandemi. (https://www.kompas.com/tren/read/2020/05/27/181100765/mengenal-impulsive-buying-kebiasaan-boros-yang-dapat-direm-saat-pandemi?page=all, diakses pada 25 Januari 2021)
Kompas.com. (2020b). Pandemi Covid-19, apa saja dampak pada sektok ketenagakerjaan indonesia? (https://www.kompas.com/tren/read/2020/08/11/102500165/pandemi-covid-19-apa-saja-dampak-pada-sektor-ketenagakerjaan-indonesia-?page=all, diakses pada 15 November 2020)
Kotler, Philip, dan A. (2004). Prinsip-prinsip Pemasaran (Kesepuluh). Jakarta: PT.bIndeks Gramedia.
Kurniawati, d & restuti, S. (2014). Pengaruh Sales Promotion dan Store Atmosphere terhadap Shopping Emotion dan Impulse Buying pada Giant Pekanbaru. Jurnal Tepak Manajemen Bisnis, VI(3), 25. https://jtmb.ejournal.unri.ac.id/index.php/JTMB/article/view/2483
Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759772. https://doi.org/10.1016/j.ijinfomgt.2016.04.012
Malhotra, N.K., & Dash, S. (2016). Marketing Research an Applied Orientation (Ketujuh). Chennai: Pearson India Education Services.
Maulana, B. S. (2020). Pengaruh Kualitas Produk dan Harga terhadap Pembelian Impulsif serta Dampaknya pada Niat Beli Ulang ( Studi Empiris Pada Pengguna Shoope . co . id di Kota Surakarta ). Jurnal Manajemen dan Bisnis. 5(1), 86045.
Mowen, J. & Minor, M. (2002). Perilaku Konsumen (Kelima). Jakarta: Erlangga.
Naeem, M. (2020). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail and Distribution Management, 49(3), 377393. https://doi.org/10.1108/IJRDM-08-2020-0317
Peraturan.bpk.go.id. (2020). Pembatasan Sosial Berskala Besar dalam Rangka Percepatan Penanganan Corona Virus Disease 2019 (COVID-19). (https://peraturan.bpk.go.id/Home/Details/135059/pp-no-21-tahun-2020, diakses pada 15 Maret 2021)
Peter, J. P. and J. C. O. (2014). Perilaku Konsumen dan Strategi Pemasaran Terjemahan oleh Diah Tantri Dwiandani (Kesembilan). Jakarta: Erlangga.
Ramdhani, N. (2012). Adaptasi Bahasa dan Budaya Inventori Big Five. Placenta, 18(23), 181188. https://doi.org/10.1016/S0143-4004(97)90091-6
Salam, Burhanuddin. (1997). Logika Materiil Filsafat Ilmu Pengetahuan. Jakarta: Rineka Cipta
Solomon, M.C., Mаrshаll. G.W., аnd Stuаrt, Е. (2008). Mаrkеting Rеаl Pеoplе Rеаl Choicеs. New Jersey: Pеаrson Prеnticе Hаll.
Sri, W., & Asnawati. (2018). the Influence of Hedonic Shopping Motivation to the Impulse Buying. Rjoas, 2(February), 99107.
Sujianto, A. E. (2009). Aplikasi Statistik dengan SPSS 16.0. Jakarta: Prestasi Pustaka.
Tamilselvi, J. (2019). Impact of Sale Promotion Technques on Consumers Impulse Buying Behavıour towards Apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(March), 116124.
Tjiptono, F. dan Chandra, G. (2012). Pemasaran Strategik (Kedua). Yogyakarta: Penerbit Andi.
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: the Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Wikipedia.com. (2020). Perdagangan Elektronik. (https://id.wikipedia.org/wiki/Perdagangan_elektronik#:~:text=Perdagangan%2520elektronik%25, diakses pada 15 Januari 2021)
Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality, 42(8), 12931302. https://doi.org/10.2224/sbp.2014.42.8.1293
Yeboah, A., & Owusu-Prempeh, V. (2017). Exploring the Consumer Impulse Buying Behaviour from a Range of Consumer and Product Related Factors. International Journal of Marketing Studies, 9(2), 146. https://doi.org/10.5539/ijms.v9n2p146
YiÄŸit, M. K. (2020). Consumer mindfulness and impulse buying behavior: Testing moderator effects of hedonic shopping value and mood. Innovative Marketing, 16(4), 2436. https://doi.org/10.21511/im.16(4).2020.03
Zahara, R. (2019). Pengaruh sales promotion terhadap impulse buying konsumen. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 3944. https://doi.org/10.36407/jmsab.v2i1.46
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2021-06-30
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Septiana, I., & Widyastuti, W. (2021). Pengaruh Sales Promotion, Product Quality, dan Hedonic Behavior pada Impulse Buying. Jurnal Ilmu Manajemen, 9(2), 698–707. https://doi.org/10.26740/jim.v9n2.p698-707
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