Pengaruh E-Service Quality dan Shopping Value Terhadap Impulsive Buying pada E-Commerce KlikIndomaret

Abstract

Meningkatnya penggunaan e-commerce di Indonesia mendorong pentingnya pemahaman terhadap faktor yang mempengaruhi perilaku impulsive buying. Penelitian ini bertujuan untuk mengkaji pengaruh e-service quality terhadap shopping value serta dampaknya terhadap impulsive buying pada pengguna platform KlikIndomaret. Kerangka berpikir yang digunakan adalah pendekatan Stimulus-Organism-Response (S-O-R). Penelitian dilakukan di wilayah Jabodetabek selama periode Januari hingga Juli 2025, menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Sampel sebanyak 195 responden dikumpulkan menggunakan teknik non-probability sampling melalui pendekatan quota sampling. Hasil analisis menunjukkan bahwa e-service quality berpengaruh positif signifikan terhadap utilitarian value, hedonic value, dan impulsive buying. Selain itu, baik utilitarian value maupun hedonic value juga terbukti secara signifikan mempengaruhi impulsive buying. Temuan ini menunjukkan bahwa e-service quality dapat meningkatkan shopping value konsumen, dan mendorong impulsive buying.

The increasing use of e-commerce in Indonesia drove the importance of understanding the factors influencing impulsive buying behavior. This study aimed to examine the effect of e-service quality on shopping value and its impact on impulsive buying among KlikIndomaret platform users. The research framework used the Stimulus-Organism-Response (S-O-R) approach. The study was conducted in the Jabodetabek area from January to July 2025, using a quantitative approach with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. A sample of 195 respondents was collected using a non-probability sampling technique through quota sampling. The analysis results showed that e-service quality had a significant positive effect on utilitarian value, hedonic value, and impulsive buying. Furthermore, both utilitarian value and hedonic value significantly influenced impulsive buying. These findings indicated that e-service quality could enhance consumers’ shopping value and encourage impulsive buying.