| dc.contributor.advisor | Johan, Irni Rahmayani | |
| dc.contributor.author | Wahyuningsih, Viola Zahra | |
| dc.date.accessioned | 2024-08-05T13:30:20Z | |
| dc.date.available | 2024-08-05T13:30:20Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/155724 | |
| dc.description.abstract | Perkembangan internet memberikan kemudahan bagi para pengguna untuk menunjang kegiatan sehari-hari termasuk belanja online. Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik responden, orientasi belanja dan E-WOM terhadap pembelian impulsif di e-commerce. Penelitian ini menggunakan pendekatan kuantitatif melalui survei online yang melibatkan 269 responden pengguna e-commerce. Hasil uji korelasi menunjukkan bahwa usia dan penghasilan berhubungan positif signifikan dengan pembelian impulsif. Hasil uji pengaruh menunjukkan bahwa kesadaran harga, kecenderungan belanja di rumah, loyalitas terhadap merek/toko, dan E-WOM berpengaruh positif signifikan terhadap pembelian impulsif. Akan tetapi, kesadaran waktu berpengaruh negatif signifikan terhadap pembelian impulsif. Oleh karena itu, konsumen perlu meningkatkan kesadaran terkait kebutuhan produk serta membaca ulasan produk sebagai referensi dari konsumen lain sebelum membeli produk sehingga dapat membuat keputusan berdasarkan kebutuhan dan tidak melakukan pembelian secara impulsif. | |
| dc.description.abstract | The development of the internet provides convenience for users to support their daily activities, including online shopping. This study aims to analyze the influence of respondent characteristics, shopping orientation, and electronic word of mouth on impulsive buying in e-commerce. This study uses a quantitative approach through an online survey involving 269 e-commerce users. The correlation test results show that age and income have a significant positive correlation with impulsive buying. Furthermore, awareness of prices, tendency to shop at home, loyalty to brands/stores, and E-WOM have a significant positive influence on impulsive buying. However, awareness of time has a significant negative influence on impulsive buying. Therefore, consumers need to increase their awareness regarding product needs and read product reviews as references from other consumers before making purchases. This will help them make decisions based on their needs and avoid impulsive buying. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Orientasi Belanja dan Electronic Word of Mouth terhadap Pembelian Impulsif | id |
| dc.title.alternative | The Influence of Shopping Orientation and Electronic Word of Mouth on Impulsive Buying | |
| dc.type | Skripsi | |
| dc.subject.keyword | e-commerce | id |
| dc.subject.keyword | e-wom | id |
| dc.subject.keyword | gen z | id |
| dc.subject.keyword | impulsive buying | id |
| dc.subject.keyword | shopping orientation | id |
