Analisis Faktor yang Mempengaruhi Perilaku Pembelian Impulsif Online pada Konsumen Muda Makassar

Sitti Hasbiah(1*), Burhanuddin Burhanuddin(2), Taslim Dangga(3), Ilma Wulansari Hasdiansa(4),

(1) Universitas Negeri Makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(4) Universitas Negeri Makassar
(*) Corresponding Author



Abstract


Abstrak. Pandemi virus corona (COVID-19) telah mengubah pola perilaku konsumen Indonesia, terutama perubahan kebiasaan belanja konsumen. Penetrasi smartphone dan internet serta meningkatnya konsumen kelas menengah, dikombinasikan dengan populasi muda yang paham teknologi, juga merupakan penentu utama pertumbuhan perdagangan online Pertumbuhan transaksi perdagangan online ini memunculkan aspek-aspek baru dari perilaku berbelanja konsumen, salah satunya adalah pembelian impulsif. Lingkungan ritel di Indonesia saat ini memiliki banyak ruang untuk pembelian impulsif. Pembelian impulsif online telah menjadi semakin lazim dalam penelitian e-commerce dan perdagangan sosial. Studi ini menyelidiki faktor-faktor yang mempengaruhi perilaku pembelian impulsif online konsumen Generasi Z dan Milenial selama pandemi COVID-19. Penelitian ini menilai apakah media sosial, social commerce, dan motivasi hedonis selama pandemi COVID-19 mempengaruhi perilaku pembelian impulsif online konsumen muda. PLS-SEM dilakukan dengan menggunakan 237 tanggapan valid dari konsumen berusia 18-35 tahun yang berbelanja online selama pandemi, yang dikumpulkan melalui survei online. Hasil penelitian menunjukkan bahwa pembelian impulsif berkorelasi signifikan dengan keempat variabel laten. Lebih lanjut, merebaknya pandemi COVID-19 menyebabkan pembelian impulsif terutama pada kategori barang fashion. Implikasi dan rekomendasi untuk penelitian masa depan dibahas dalam studi ini.

 

Kata Kunci: Online Impulsive Buying Behavior, Pandemi Covid-19, Motivasi Hedonis, Sosial Media

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