Faktor-Faktor yang Memengaruhi Perilaku Compulsive Buying pada Online Shopping Pasca Pandemi COVID-19

Abstract

COVID-19 telah menciptakan krisis kesehatan global yang berdampak mendalam pada cara masyarakat dalam memandang dunia dan kehidupan sehari- hari. Krisis kesehatan seperti COVID-19, dapat menjadi pemicu utama masyarakat untuk melakukan compulsive buying. Penelitian ini bertujuan untuk menganalisis perubahan karakteristik masyarakat di Jakarta, menganalisis pengaruh media exposure, personality factors, dan external offerings terhadap compulsive buying pada online shopping pasca pandemi COVID-19 di Jakarta. Total responden yang diperoleh adalah 220 orang. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Penelitian ini menggunakan metode analisis deskriptif, uji chi-square, dan SEM-PLS. Hasil dari penelitian ini adalah personality factors memengaruhi compulsive buying melalui materialism dan arousal. Media exposure tidak berpengaruh signifikan dengan compulsive buying, tetapi media exposure berpengaruh positif signifikan dengan response towards COVID-19 dan response towards COVID-19 berpengaruh positif signifikan dengan compulsive buying. Variabel external offerings tidak berpengaruh signifikan dengan compulsive buying pada online shopping pasca pandemi COVID-19 di Jakarta.

COVID-19 has created a global health crisis that has a profound impact on the way people view the world and their daily lives. A health crisis such as COVID- 19, can be a major trigger for people to do a compulsive buying. This study aims to analyze changes in the characteristics of people in Jakarta, to analyze the influence of media exposure, personality factors, and external offerings on compulsive buying in online shopping after the COVID-19 pandemic in Jakarta. Total respondents obtained were 220 people. The data used in this study are primary data and secondary data. This research uses descriptive analysis method, chi-square and SEM-PLS. The result of this study is that personality factors affect compulsive buying through materialism and arousal. Media exposure does not have significant affect directly compulsive buying, but media exposure has a significant effect on the response towards COVID-19 and response towards COVID-19 has a significant effect on compulsive buying. The external offerings variable did not affect compulsive buying on online shopping after the COVID-19 pandemic in Jakarta.