Main Article Content
Abstract
Pandemi COVID-19 telah mendorong percepatan adopsi sistem digital dalam aktivitas berbelanja. Hal tersebut juga berdampak pada pola perilaku konsumtif masyarakat dan menjadikan Indonesia sebagai salah satu pasar yang potensial yang cukup baik untuk perusahaan-perusahaan penyedia e-commerce. Akibat dari pandemi Covid-19 adalah timbulnya perilaku pembelian secara impulsif. Penelitian ini bertujuan menganalisis faktor-faktor apa yang menjadi determinan tinggi dari perilaku pembelian impulsif online pada masa pandemi Covid-19 di marketplace. Selain itu, peneliti menganalisis produk yang paling banyak dibeli secara impulsif saat berbebelanja online di masa pandemi Covid-19. Penelitian ini menggunakan data primer. Alat pengumpulan data yang digunakan dalam penelitian ini adalah berupa kuesioner secara online. Data dalam penelitian ini diolah menggunakan SPSS 21. Hasil penelitian ini adalah paling banyak responden yang melakukan pembelian impulsif di marketplace Shopee, produk yang dibeli paling banyak adalah baju. Faktor tertinggi yang memengaruhi pembelian adalah harga murah. Korelasi tingkat kecenderungan pembeli yang impulsif dengan jumlah pembelian tidak terbukti.
Kata Kunci: e-commerce, marketplace; pembelian impulsif; pandemi covid-19
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References
- Aditya, A. (2015). Kecenderungan Pembelian Impulsif Didasarkan Pada Variabel Demografi Studi Di Yogyakarta (Tesis, Universitas Gadjah Mada).
- Aditya, A., Pramestya, K. Y., Lestari, W. P., & Irawan, F. M. (2020). Perilaku Pembelian Impulsif Mahasiswa Di Daerah Istimewa Yogyakarta. Managament Insight: Jurnal Ilmiah Manajemen, 15(2), 260-273.
- Ahmadi, A. (2020). Pengaruh E-Commerce, Promosi Penjualan, Dan Gaya Hidup Terhadap Perilaku Pembelian Impulsif. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 481–493.
- Angga, K.P et al., 2017. Rancang Bangun Aplikasi Marketplace penyedia jasa les private di kota Pontianak Berbasis Web. Jurnal Sistem dan Teknologi Informasi,2 (5), pp.1-5.
- Aprichila, Brenda. (2020). Faktor-faktor yang mempengaruhi pembelian impulsif pelanggan pada Marketplace Shopee. Diss. Universitas Pelita Harapan.
- Brunn Peter, Jensen Martin, Skovgaard Jakob. (2002). eMarketplaces: Crafting A Winning Strategy. European Management Journal Vol. 20, No. 3, pp. 286–298
- Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods, (Twelfth Edition). New York, McGraw-Hill Education.
- Ghozali, Imam. (2013) Aplikasi Analisis Multivariate dengan Program IBM SPSS21, Semarang: Badan Penerbit Universias Diponegoro. Grafindo Persada.
- Govind, H., Kumar, P., Koul, S., & Singh, S. (March, 2014). Buying impulsive trait: An effective moderator for shopping emotions and perceived risk.IIMA Working Papers WP2014-03-17, Indian Institute of Management Ahmedabad, Research and Publication Department.
- Hair, J. F. Jr., Black, W. C., Babin, B.J., Anderson, R. E., and Tatham, L. R. (2010). Multivariate Data Analysis, 7 th ed. Upper Saddle River: Pearson Prentice
- Hua, J., & Shaw, R. (2020). Corona Virus (COVID-19) “Infodemic” and Emerging Issues through a Data Lens: The Case of China. International Journal of Environmental Research and Public Health, 17(7), 2309. https://doi.org/10.3390/ijerph17072309
- Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020).The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. Int. J. Sci. Technol. Res., 9(3), 1569-1577.
- Kukar-Kinney, M., Angeline, C., & Schaefers, T. (2016). Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements. Journal of Business Research, 69(2), 691-699.
- Mai, N. T. T., Jung. K., Lantz, G., and Loeb, S. A. (2003). An Explanatory Investigation into Impulse Buying Behavior in a Transitional Economy: A Study of Urban Consumer in Vietnam. Journal of International Marketing, Vol. 11, pp. 13-55.
- Rosita, Rahmi (2020). Pengaruh Pandemi Covid-19 Terhadap Umkm Di Indonesia. Jurnal Lentera Bisnis DOI : 10.34127/jrlab.v9i2.380 Volume 9 No 2, November 2020 ISSN Cetak 2252-9993, ISSN Online 2598-618X
- Sekaran, U. (2003). Research Methods For Business: A Skill-Building Approach, 4th ed. NY: Wiley.
- Utami, C. W. (2010). Manajemen Ritel Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia, Jagakarsa, Jakarta: Salemba Empat.
- Wu, L., Chiu, M. L., & Chen, K. W. (2020).Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099.
- Yu, C., & Bastin, M. (2017). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. In Advances in Chinese Brand Management (pp. 316-330). Palgrave Macmillan, London.
References
Aditya, A. (2015). Kecenderungan Pembelian Impulsif Didasarkan Pada Variabel Demografi Studi Di Yogyakarta (Tesis, Universitas Gadjah Mada).
Aditya, A., Pramestya, K. Y., Lestari, W. P., & Irawan, F. M. (2020). Perilaku Pembelian Impulsif Mahasiswa Di Daerah Istimewa Yogyakarta. Managament Insight: Jurnal Ilmiah Manajemen, 15(2), 260-273.
Ahmadi, A. (2020). Pengaruh E-Commerce, Promosi Penjualan, Dan Gaya Hidup Terhadap Perilaku Pembelian Impulsif. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 481–493.
Angga, K.P et al., 2017. Rancang Bangun Aplikasi Marketplace penyedia jasa les private di kota Pontianak Berbasis Web. Jurnal Sistem dan Teknologi Informasi,2 (5), pp.1-5.
Aprichila, Brenda. (2020). Faktor-faktor yang mempengaruhi pembelian impulsif pelanggan pada Marketplace Shopee. Diss. Universitas Pelita Harapan.
Brunn Peter, Jensen Martin, Skovgaard Jakob. (2002). eMarketplaces: Crafting A Winning Strategy. European Management Journal Vol. 20, No. 3, pp. 286–298
Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods, (Twelfth Edition). New York, McGraw-Hill Education.
Ghozali, Imam. (2013) Aplikasi Analisis Multivariate dengan Program IBM SPSS21, Semarang: Badan Penerbit Universias Diponegoro. Grafindo Persada.
Govind, H., Kumar, P., Koul, S., & Singh, S. (March, 2014). Buying impulsive trait: An effective moderator for shopping emotions and perceived risk.IIMA Working Papers WP2014-03-17, Indian Institute of Management Ahmedabad, Research and Publication Department.
Hair, J. F. Jr., Black, W. C., Babin, B.J., Anderson, R. E., and Tatham, L. R. (2010). Multivariate Data Analysis, 7 th ed. Upper Saddle River: Pearson Prentice
Hua, J., & Shaw, R. (2020). Corona Virus (COVID-19) “Infodemic” and Emerging Issues through a Data Lens: The Case of China. International Journal of Environmental Research and Public Health, 17(7), 2309. https://doi.org/10.3390/ijerph17072309
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020).The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. Int. J. Sci. Technol. Res., 9(3), 1569-1577.
Kukar-Kinney, M., Angeline, C., & Schaefers, T. (2016). Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements. Journal of Business Research, 69(2), 691-699.
Mai, N. T. T., Jung. K., Lantz, G., and Loeb, S. A. (2003). An Explanatory Investigation into Impulse Buying Behavior in a Transitional Economy: A Study of Urban Consumer in Vietnam. Journal of International Marketing, Vol. 11, pp. 13-55.
Rosita, Rahmi (2020). Pengaruh Pandemi Covid-19 Terhadap Umkm Di Indonesia. Jurnal Lentera Bisnis DOI : 10.34127/jrlab.v9i2.380 Volume 9 No 2, November 2020 ISSN Cetak 2252-9993, ISSN Online 2598-618X
Sekaran, U. (2003). Research Methods For Business: A Skill-Building Approach, 4th ed. NY: Wiley.
Utami, C. W. (2010). Manajemen Ritel Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia, Jagakarsa, Jakarta: Salemba Empat.
Wu, L., Chiu, M. L., & Chen, K. W. (2020).Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099.
Yu, C., & Bastin, M. (2017). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. In Advances in Chinese Brand Management (pp. 316-330). Palgrave Macmillan, London.