Pengaruh online customer trust dan online store environment terhadap online impulse buying produk fashion melalui perceived enjoyment pada konsumen TikTok shop
DOI:
https://doi.org/10.26740/jim.v11n2.p252-265Keywords:
online customer trust, online impulse buying, online store environment, perceived enjoyment, social commerceAbstract
The ease of accessing social commerce causes online impulse buying to increase significantly. Knowing and discussing the relationship between online customer trust, online store environment, perceived enjoyment, and online impulse buying is the main objective of this study. The independent variables used in this study are online customer trust and online store environment to find out why someone experiences online impulse buying, using a mediating variable by perceived enjoyment with the aim of whether these mediation variables can strengthen the relationship between online customer trust and online store environment variables with online impulse buying. This study used a purposive sampling method, using 110 respondents obtained by online questionnaires. Using the SEM model with AMOS software. This study's results indicate an influence between online customer trust, online store environment, perceived enjoyment, and online impulse buying. This research is helpful for future research as well as social commerce, especially the TikTok Shop, to pay more attention and care about the importance of online customer trust, the online shop environment, and perceived enjoyment by consumers. This research has implications that the social commerce company TikTok Shop has a vital role in maintaining customer trust and enjoyment in shopping online, so consumers do not hesitate to make purchases.
References
Ahdiat, A. (2022). Banyak Konsumen Lebih Pilih E-Commerce untuk Belanja Fashion. Databoks. (https://databoks.katadata.co.id/infografik/2022/09/08/banyak-konsumen-lebih-pilih-e-commerce-untuk-belanja-fashion. Diakses pada 21 Maret 2023)
Dunne, P. M., & Lusch, R. F. (2005). Retailing. Ohio: South Western, A Division of Thomson Learning.
Entrepreneur, J. (2022). 7 Strategi Bisnis untuk Bersaing di Era Digital (https://www.jurnal.id/id/blog/strategi-bisnis-untuk-bersaing-di-era-digital. Diakses pada 22 Desember 2022)
Data Reportal. (2022). Digital 2022: Indonesia. (https://datareportal.com/reports/digital-2022-indonesia. Diakses pada 8 April 2023)
Kominfo. 2020. Apa itu Industri 4.0 dan bagaimana Indonesia menyongsongnya. (https://www.kominfo.go.id/content/detail/16505/apa-itu-industri-40-dan-bagaimana-indonesia-menyongsongnya/0/sorotan_media. Diakses pada 23 Desember 2022)
Loukides, G. and A. S. (2016). Assessing The Drivers Of Online Impulse Buying. Proceedings of 4th International Conference on Contemporary Marketing Issues (ICCMI 2016), 1-5. https://eprints.mdx.ac.uk/id/eprint/22798
Mowen, J., & Minor, M. (2002). Perilaku Konsumen. Jakarta. Erlangga.
Nielsen, A. C. (2007). Survei Of Consumer Behavior and Perception Toward Modern Retail and Traditional Trade Channels. Jakarta: Departemen Perdagangan Indonesia
Octavilia, D. (2023). Penjualan TikTok Shop Melebihi Marketplace Tokopedia. Cek Faktanya. PopStar. (https://www.pop-star.me/blogs/penjualan-tiktok-shop-melebihi-marketplace-tokopedia-cek-faktanya. Diakses pada 21 Maret 2023)
Populix. 2022. Orang Indonesia Makin Gemar Belanja Online lewat Media Sosial, Terbanyak di TikTok Shop. (https://tekno.kompas.com/read/2022/09/25/08000077/orang-indonesia-makin-gemar-belanja-online-lewat-media-sosial-terbanyak-di. Diakses pada 25 Desember 2022)
Razak, D. 2022. Impulse Buying di Era Post-Pandemic. (https://file.iainpare.ac.id/impulse-buying-di-era-post-pandemic. Diakses pada 25 Desember 2022)
Samat, N. A., & Gisip, I. A. (2022). Examining Factors Affecting Online Impulse Buying Of Apparels Among Consumers In Kota Kinabalu, Insight Journal, 9(2), 1-9. https://doi.org/10.24191/insightjournal.v0i0.17404
Sisi. 2022. Pengaruh Perkembangan Teknologi terhadap Gaya Hidup Masyarakat. (https://sisi.id/stories/life-at-sisi/pengaruh-perkembangan-teknologi-terhadap-gaya-hidup-masyarakat. Diakses pada 25 Desember 2022)
Sunarto, A. (2009). Seluk Beluk e - Commerce : Panduan Bagi Pemula Untuk Menjual Produknya Melalui Internet. Yogyakarta. Garailmu.
Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce A Managerial and Social Networks Perspective. Springer Cham Heidelberg New York Dordrecht London. http://www.springer.com/series/10099
Vrechopoulos, A. P. (2005). Designing alternative store layouts for internet retailing. In Consumer Driven Electronic Transformation: Applying New Technologies to Enthuse Consumers and Transform the Supply Chain, 91-109. Springer Berlin Heidelberg. https://doi.org/10.1007/3-540-27059-0_7
Wibowo, T. (2019). Pengaruh Consumer Trust dan Expectation Terhadap Online Repurchase Intention Melalui Customer Satisfaction Pada Situs Jual Beli Online Bukalapak di Kota Yogyakarta. Jurnal Ekobis Dewantara, 1(12), 22-30. https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/624
Wu, X., & Gao, Y. (2011). Applying the Extended Technology Acceptance Model to the Use of Clickers in Student Learning: Some Evidence from Macroeconomics Classes. American Journal of Business Education, 4(7), 43-50. https://doi.org/10.19030/ajbe.v4i7.4674
Yusniar, Y. (2021). Fenomena Impulse Buying (Pembelian Tidak Terencana) Pada Praktik Belanja Online Ditinjau Dari Perspektif Ekonomi Syariah. Al-Ilmu, 6(2), 99-121. https://jurnal.kopertais5aceh.or.id/index.php/AIJKIS/article/view/302
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification And Online Impulse Buying: The Moderating Effect Of Gender And Age. International Journal of Information Management, 61, 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Zakawali, G. (2023). 10 Barang Terlaris di TikTok Shop, Bisa Jadi Ide Jualan!. Sirclo. (https://store.sirclo.com/blog/barang-terlaris-di-tiktok-shop. Diakses pada 21 Maret 2023)
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract views: 2112
,
PDF Downloads: 2372
