Pengaruh Gaya Hidup dan Pengetahuan Produk terhadap Kepuasan Konsumen Pembelian Skincare saat Flash Sale di E- Commerce

Abstract

Perkembangan teknologi memengaruhi perilaku konsumen, salah satunya yaitu perubahan belanja offline menuju online. Flash sale merupakan promosi yang sering digunakan penjual untuk meningkatkan penjualan produk. Skincare menjadi salah satu produk yang digemari konsumen yang dibeli secara online di e-commerce. Tujuan penelitian ini adalah menganalisis kepuasan konsumen pembelian skincare saat flash sale di e-commerce yang dipengaruhi gaya hidup dan pengetahuan produk. Desain penelitian adalah desain eksplanatori dan teknik purposive sampling dengan jumlah contoh sebanyak 183 orang. Data diolah menggunakan program Microsoft Excel 2016, Statistical Program for Social Sciences (SPSS) 25 dan SMART-PLS 3.0. Hasil uji hubungan menunjukkan bahwa jenis kelamin berhubungan dengan pengetahuan produk. Frekuensi pembelian berhubungan dengan gaya hidup dan pengetahuan, serta jenis skincare berhubungan dengan pengetahuan produk. Hasil uji pengaruh SEM menunjukkan terdapat pengaruh signifikan gaya hidup terhadap pengetahuan produk dan kepuasan konsumen. Pengetahuan produk tidak berpengaruh terhadap kepuasan konsumen pembelian skincare saat flash sale.

Technological developments affect consumer behavior, one of which is the change from offline to online shopping. Flash sale is a promotion that is often used by sellers to increase product sales. Skincare is one of the products favored by consumers who are purchased online in e-commerce. The purpose of this study is to analyze consumer satisfaction in purchasing skincare during flash sales in e- commerce which is influenced by lifestyle and product knowledge. The research design is an explanatory design and purposive sampling technique with a sample size of 183 people. Data were analyzed using the Microsoft Excel 2016 program, Statistical Program for Social Sciences (SPSS) 25 and SMART-PLS 3.0. The relationship test results show that gender is related to product knowledge. Frequency of purchase is related to lifestyle and knowledge, and type of skincare is related to product knowledge. The SEM effect test results show that there is a significant effect of lifestyle on product knowledge and customer satisfaction. Product knowledge has no effect on consumer satisfaction when purchasing skincare during flash sales.