PENGARUH E-DESIGN & E-REVIEW BRAND ROUGHNECK 1991 TERHADAP ONLINE IMPULSE BUYING PADA E-COMMERCE SHOPEE
PENGARUH E-DESIGN & E-REVIEW BRAND ROUGHNECK 1991 TERHADAP ONLINE IMPULSE BUYING PADA E-COMMERCE SHOPEE
Kata Kunci:
E-design, E-review, Online impulse buying, E-commerce
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh dari e-design & e-review terhadap online impulse buying pada e-commerce Shopee. Penelitian ini menggunakan teori Stimulus-Organism-Response (SOR) sebagai landasan utama dalam penelitian. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuisioner online melalui Google Form. Hasil dari penelitian ini menunjukan bahwa e-design berpengaruh positif terhadap terjadinya perilaku online impulse buying brand Roughneck 1991 melalui e-commerce Shopee. Sedangkan melalui e-review, e-design tidak berpengaruh positif terhadap terjadinya perilaku online impulse buying brand Roughneck 1991 melalui e-commerce Shopee. Melalui hasil analisis peneliti juga diketahui bahwa tidak terdapat pengaruh mediasi dari variabel e-review. Hasil penelitian menunjukan mengenai pentingnya sebuah desain produk. Saat desain sebuah produk meningkat, maka perilaku online impulse buying pada konsumen juga akan mengalami peningkatan. Sebaliknya ketika desain produk mengalami penurunan, maka perilaku online impulse buying pada konsumen juga akan menurun. Hasil penelitian juga menunjukan ada beberapa faktor yang dapat mempengaruhi terjadinya online impulse buying, melalui hasil penelitian diketahui bahwa diskon dan harga spesial dapat mempengaruhi terjadinya perilaku online impulse buying brand Roughneck 1991 pada e-commerce Shopee.
Referensi
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Chopdar, P., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S-O-R approach. International Journal of Information Management.
Díaz, R., & Rodríguez, E. (2017). Determining the reliability and validity of online reputation databases for lodging: Booking. com, TripAdvisor, and HolidayCheck. Journal of Vacation Marketing.
Durianto, Darmadi., Sugiarto., Sitinjak, Tony. (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan perilaku merek. PT. Gramedia Pustaka Utama. Jakarta.
Effendy. (2003). Ilmu Teori dan Filsafat Komunikasi. Bandung: PT. Citra Aditya Bakti.
Eroglu, S., Machleit., & Davis. (2001). Atmospheric qualities of online retailing A conceptual model and implications. Journal of Business Research
Filieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.
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Herabadi, Astrid. (2003). Buying Impulses: A Study on Impulsive Consumption. Doctoral Disertation, University of Nijmegen, The Netherland.
Ilmaya & Hidayati, (2011), Analisis Pengaruh Interaksi Harga dan Desain Produk terhadap Keputusan Pembelian Batik di Eka Batik Semarang. Universitas Diponegoro. Semarang.
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Shin, Eonyou., Telin, Chung., & Mary. (2021). Are Negative and Positive Reviews Regarding Apparel Fit Influential? Journal of Fashion Marketing and Management.
Singarimbun, Masri., Effendi., Sofyan. (2001). Metode Penelitiam Survei. Jakarta: LP3ES.
Siregar. (2015). Metode Penelitian Kuantitaif. Jakarta: Prenadamedia Group.
Solomon, M. R., & Rabolt, N. J. (2009). Consumer Behavior in Fashion. Pearson/Prentice Hall.
Sugiyono. (2005). Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta.
Sumarwan, Ujang. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Supriyono, Rakhmat. (2010). Desain Komunikasi Visual Teori dan Aplikasi. Yogyakarta: Andi
Sutisna. (2012). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rusdakarya.
Syastra., & Wangdra. (2018). Analisis Online Impulse Buying dengan menggunakan Framework SOR. Jurnal Sistem Informasi Bisnis.
Utami, Christina, (2010). Manajemen Ritel: Strategi dan Implementasi Ritel Modern. Jakarta: Salemba Empat.
Van Dolen, W. M., Dabholkar, P., & de Ruyter, K. (2007). Satisfaction with Online Commercial Group Chat: the influence of perceived technology attributes, chat group characteristics, and advisor communication style. Journal of Retailing.
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services.
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management.
Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research: An International.
Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S-O-R approach. International Journal of Information Management.
Chopdar, P., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S-O-R approach. International Journal of Information Management.
Díaz, R., & Rodríguez, E. (2017). Determining the reliability and validity of online reputation databases for lodging: Booking. com, TripAdvisor, and HolidayCheck. Journal of Vacation Marketing.
Durianto, Darmadi., Sugiarto., Sitinjak, Tony. (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan perilaku merek. PT. Gramedia Pustaka Utama. Jakarta.
Effendy. (2003). Ilmu Teori dan Filsafat Komunikasi. Bandung: PT. Citra Aditya Bakti.
Eroglu, S., Machleit., & Davis. (2001). Atmospheric qualities of online retailing A conceptual model and implications. Journal of Business Research
Filieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.
Hanifah, Nurul., Rahadi., & Dedi Rianto. (2020). Analisis Perilaku Konsumen Dalam Memutuskan Pembelian Secara Online Pada Masa Pandemi Covid-19. Jurnal Manajemen dan Keuangan.
Herabadi, Astrid. (2003). Buying Impulses: A Study on Impulsive Consumption. Doctoral Disertation, University of Nijmegen, The Netherland.
Ilmaya & Hidayati, (2011), Analisis Pengaruh Interaksi Harga dan Desain Produk terhadap Keputusan Pembelian Batik di Eka Batik Semarang. Universitas Diponegoro. Semarang.
Kacen, J.J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology.
Kimiagari, S., & Asadi, M. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services.
Kimiagari, S., & Asadi, Malafe. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services.
Kotler, P. & Keller, K.L. (2012). Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
Lee, J., & Shin, Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior.
Loudon, D. L., & Bitta, A. (1993). Consumer behavior, Concepts and Applications. Singapore: McGraw-Hill.
McQuail, Denis. (1989). Teori Komunikasi Massa Suatu Pengantar. Jakarta: Erlangga.
Mehrabian, A. & Russell, J. (1974). An approach to Environmental Psychology, In Fisher, Feffrey D., Paul A. Bell, and Andrew Baum (1984) Environmental Psychology, 2nd ed. New York: Holt, Rinchart and Winston.
Moreno, Donn Enrique., Fabre, Erika., Pasco, Michael. (2022). Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior. Open Journal of Business and Management.
Morissan, M. (2010). Periklanan Komunikasi Pemasaran Terpadu. Kencana Prenada Media Group: Jakarta.
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship.
Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behavior. 11th Edition. Global Edition.
Schiffman, L., & Kanuk, L. (2007). Perilaku Konsumen Edisi Kedua. PT. Indeks Gramedia.
Sekaran, Uma., & Bougie, Roger. (2016). Research Methods for Business (7th ed). Chicester: John Wiley & Sons, Ltd.
Shin, Eonyou., Telin, Chung., & Mary. (2021). Are Negative and Positive Reviews Regarding Apparel Fit Influential? Journal of Fashion Marketing and Management.
Singarimbun, Masri., Effendi., Sofyan. (2001). Metode Penelitiam Survei. Jakarta: LP3ES.
Siregar. (2015). Metode Penelitian Kuantitaif. Jakarta: Prenadamedia Group.
Solomon, M. R., & Rabolt, N. J. (2009). Consumer Behavior in Fashion. Pearson/Prentice Hall.
Sugiyono. (2005). Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta.
Sumarwan, Ujang. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Supriyono, Rakhmat. (2010). Desain Komunikasi Visual Teori dan Aplikasi. Yogyakarta: Andi
Sutisna. (2012). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rusdakarya.
Syastra., & Wangdra. (2018). Analisis Online Impulse Buying dengan menggunakan Framework SOR. Jurnal Sistem Informasi Bisnis.
Utami, Christina, (2010). Manajemen Ritel: Strategi dan Implementasi Ritel Modern. Jakarta: Salemba Empat.
Van Dolen, W. M., Dabholkar, P., & de Ruyter, K. (2007). Satisfaction with Online Commercial Group Chat: the influence of perceived technology attributes, chat group characteristics, and advisor communication style. Journal of Retailing.
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services.
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management.
Diterbitkan
2023-06-27
##submission.howToCite##
Santoso, C. (2023). PENGARUH E-DESIGN & E-REVIEW BRAND ROUGHNECK 1991 TERHADAP ONLINE IMPULSE BUYING PADA E-COMMERCE SHOPEE. The Commercium, 6(3), 202-212. Diambil dari https://ejournal.unesa.ac.id/index.php/Commercium/article/view/53545
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