PENGARUH SHOPPING MOTIVATION TERHADAP IMPULSE BUYING YANG DI MEDIASI OLEH SHOPPING LIFESTYLE PADA KONSUMEN ONLINE ZALORA DI SURABAYA
Keywords:
Fasilitas wisata, Edukasi, Batik, Pendekatan vernakular, SurabayaAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari Shopping Motivation terhadap Impulse Buying yang dimediasi oleh Shopping Lifestyle pada obyek penelitian konsumen e commerce Zalora. Data penelitian diperoleh dari pengisian kuesioner oleh 197 orang responden. Data penelitian yang diperoleh diolah menggunakan konstruk penelitian Structural Equation Modeling. Hasil penelitian menunjukkan bahwa Shopping Motivation berpengaruh terhadap Impulse Buying, Shopping Motivation berpengaruh terhadap Shopping Lifestyle, Shopping Lifestyle berpengaruh terhadap Impulse Buying. Hasil penelitian juga menunjukkan terdapat efek mediasi dari variabel Shopping LifestyleReferences
Evangelista, F., Low, B. K., & Nguyen, M. T. (2019). How Shopping Motives, Store Attributes And Demographic Factors Influence Store Format Choice In Vietnam. Asia Pacific Journal Of Marketing And Logistics, 32(1), 149-168. Doi:10.1108/Apjml-02-2018-0076
Hair, J., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd Ed.). Los Angeles: SAGE Publications, Inc
Hashmi, H. B., Shu, C., & Haider, S. W. (2020). Moderating Effect Of Hedonism On Store Environment-Impulse Buying Nexus. International Journal Of Retail & Distribution Management, 48(5), 465-483. Doi:10.1108/Ijrdm-09-2019-0312
Kang, J. M. (2019). What Drives Omnichannel Shopping Behaviors? Journal Of Fashion Marketing And Management: An International Journal, 23(2), 224-238. Doi:10.1108/Jfmm-07-2018-0088
Kosyu, D. A., Hidayat, K., & Abdillah, Y. (2014). Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle Dan Impulse Buying (Survei Pada Pelanggan Outlet Stradivarius Di Galaxy Mall Surabaya). Jurnal Administrasi Bisnis, 14(2), 1-7.
Menoe, D., & Barnard, B. (2020). Online Shopping: Motivation, Loyalty And Process. Expert Journal Of Marketing, 8(1), 48-72.
Most Popular E-Commerce Sites For Fashion In Indonesia As Of 4th Quarter 2020, Https://Www.Statista.Com/Statistics/1012489/Indonesia-Leading-B2c-Ecommerce-Sites-Fashion/
Ozen, H., & Engizek, N. (2014). Shopping Online Without Thinking: Being Emotional Or Rational? Asia Pacific Journal Of Marketing And Logistics, 26(1), 78-93. Doi:10.1108/Apjml-06-2013-0066
Ridha, R. R., &Amp; Prabowo, F. (2015). Influence Of Utilitarian And Hedonic Shopping Motivation To Online Consumer Preference Of Line Shopping. E-Proceeding Of Management, 2(3), 2878-2884.
Setyningrum, F. Y., Arifin, Z., &Amp; Yulianto, E. (2016). Pengaruh Hedonic Motives Terhadap Shopping Lifestyle Dan Impulse Buying. Jurnal Administrasi Bisnis, 37(1), 97-105.
Sugiyono (2019). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif, Dan R&D). Bandung: Alfabeta.
Tufail, H. S., Humayon, A. A., Shahid, J., Murtza, G., Luqman, R., & Riaz, H. (2018). Impact Of Life Style And Personality On Online Purchase Intentions Of Internal Auditors Through Attitude Towards Brands. European Online Journal Of Natural And Social Sciences 2018, 7(3), 72-84.
