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UEU » Scientific Articles » Manajemen
Posted by [email protected] at 01/03/2021 01:26:32  •  591 Views


ANALISIS PERBEDAAN PERILAKU IMPULSE BUYING BERDASARKAN GENDER PADA MARKETPLACE TOKOPEDIA

Created by :
R.A. Nurlinda ( 0324047005 )
Aisyah Yuliyani



SubjectPERILAKU
PEMBELIAN
PERILAKU
KONSUMEN
Alt. Subject IMPULSE BUYYING
CONSUMER BEHAVIOR
KeywordJENIS KELAMIN

Description:

Perilaku pembelian yang tidak direncanakan atau pembelian impulsif dari konsumen merupakan sesuatu yang menarik , karena merupakan pangsa pasar terbesar dalam pasar modern saat ini dan salah satu yang menjadi penyebab penting terjadinya perilaku impulse buying adalah jenis kelamin. Penelitian ini bertujuan untuk mengetahui apakah terdapat perbedaan Impulse Buying antara pria dan wanita serta mengetahui apakah variabel Shopping Lifestyle, Fashion Involvement, Faktor Situasional, dan Positive Emotion yang menyebabkan perbedaan impulse buying pada pria dan wanita. Sampel yang digunkan sebanyak 140 responden, masing-masing 70 responden pria dan 70 responden wanita dengan teknik purposive sampling. Metode yang digunakan dalam penelitian ini adalah analisis diskriminan dengan terlebih dahulu melakukan uji validiats dan reliabilitas. Hasil penelitian ini menunjukan bahwa terdapat perbedaan antara pria dan wanita dalam Impulse Buying di Tokopedia, dari hasil tersebut juga diketahui bahwa Variabel yang membedakan impulse buying pria dan wanita adalah fashion infolvement, Faktor Situasional dan Positive Emotion dan Faktor situasional merupakan variabel yang paling dominan membedakan impulse buying pria dan wanita. Hasil penelitian ini diharapkan dapat membantu segala pihak yang bergerak atau berhubungan dengan e-commerce dalam meningkatkan kualitas pelayanannya sehingga dapat memberikan kenyamanan bagi konsumen ketiga berbelanja online


Alt. Description

Unplanned buying behavior or impulsive buying from consumers is something that is interesting, because it is the largest market share in today s modern market and one of the important causes of impulse buying behavior is gender. This study aims to determine whether there are differences in Impulse Buying between men and women and to determine whether the Shopping Lifestyle, Fashion Involvement, Situational Factors, and Positive Emotion variables cause differences in impulse buying between men and women. The sample used was 140 respondents, each 70 male respondents and 70 female respondents with purposive sampling technique. The method used in this research is discriminant analysis by first doing the validity and reliability test. The results of this study indicate that there are differences between men and women in Impulse Buying in Tokopedia, from these results it is also known that the variables that distinguish male and female impulse buying are fashion infolvement, Situational Factors and Positive Emotion and situational factors are the most dominant variables distinguishing impulse buying men and women. The results of this study are expected to help all parties engaged in or associated with e-commerce in improving the quality of their services so that they can provide convenience for third consumers shopping online.

Date Create:01/03/2021
Type:Text
Format:pdf
Language:Indonesian
Identifier:UEU-Article-5_0681
Collection ID:5_0681


Source :
CFP Dies Natalis FEB UKSW Ke-61 Building Sustainability through Adaptation in the Global and Intense Dynamic Environment 20 Jan 2021

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2021 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/analisis-perbedaan-perilaku-impulse-buying-berdasarkan-gender-pada-marketplace-tokopedia-18852.html




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