PENGARUH KEYAKINAN PADA TOKO DARING TERHADAP PERILAKU PEMBELIAN IMPULSIF KONSUMEN ONLINE
DOI:
https://doi.org/10.30606/hirarki.v4i1.1467THE INFLUENCE OF ONLINE STORE BELIEFS ON CONSUMER ONLINE IMPULSE BUYING
Keywords:
Abstract
Kemunculan perdagangan daring di Indonesia mampu mengubah perilaku konsumen Indonesia, dari berbelanja secara konvensional menjadi berbelanja secara daring. Dalam berbelanja secara daring, faktor keyakinan pada toko daring merupakan faktor yang sangat krusial. Riset ini akan menguji pengaruh keyakinan pada toko daring terhadap perilaku pembelian impulsif konsumen daring. Riset ini menggunakan Teori Emosi Kognitif (CET) sebagai lensa teoritis dan secara empiris menguji model yang berkaitan dengan keyakinan pada toko daring yang terdiri dari functional convenience (daya tarik barang dagangan dan kemudahan penggunaan) dan representational delight (kesenangan dan gaya komunikasi situs belanja) terkait dengan perilaku pembelian impulsif. Model ini diuji dengan menggunakan data 300 konsumen toko daring di Indonesia yang diperoleh melalui survei daring. Pengujian hipotesis pada riset ini menggunakan Structural Equation Model (SEM) dengan AMOS Graphics 21.0. hasil riset ini menunjukkan bahwa daya tarik barang dagangan dan kesenangan berpengaruh signifikan pada perilaku pembelian impulsif yang dimediasi oleh emosi konsumen. Riset ini diharapkan mampu meningkatkan pemahaman tentang pembelian impulsif dalam konteks daring dengan menilai dampak keyakinan pada toko daring dalam pengaturan pengambilan keputusan secara non-rasional.
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