PENGARUH FESTIVAL MARKETING TERHADAP ONLINE PURCHASE INTENTION DENGAN SHOPPING EXPERIENCE SATISFACTION SEBAGAI VARIABEL INTERVENING; STUDI KASUS SHOPEE DOUBLE DAYS DI KALANGAN MAHASISWA DAN MAHASISWI UNIVERSITAS KRISTEN PETRA

Virginia Honey Ho

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh dari tiga nilai penting yang erat kaitannya dengan Online Shopping Festival, yaitu Festival Atmosphere, Time Pressure, dan Price Discount yang mempengaruhi Online Purchase Intention dan dimediasi oleh variabel Shopping Experience Satisfaction. Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis penelitian kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 157 responden yang merupakan mahasiswa/i Universitas Kristen Petra Surabaya yang pernah berpartisipasi dan berbelanja pada saat Shopee Double Days. Data penelitian ini diolah menggunakan pendekatan persamaan model struktural dengan Teknik Partial Least Square. Hasil penelitian membuktikan adanya peran mediasi sempurna dalam memediasi pengaruh Festival Atmosphere dan Price Discount terhadap Online Purchase Intention serta membuktikan adanya peran mediasi parsial dalam pengaruh Time Pressure terhadap Online Purchase Intention.



Keywords


Online Shopping Festival; Festival Atmosphere; Time Pressure; Price Discount; Shopping Experience Satisfaction; Online Purchase Intention

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References


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