Pengaruh Diskon dan Live Streaming Shopping Terhadap Hedonic Shopping Motivation, Perilaku Impulsive Buying, dan Post-Purchase Regret Pengguna E-commerce

Abstract

Kemudahan belanja online didukung dengan beragam pilihan produk, berbagai diskon, dan akses yang mudah menjadi faktor terjadinya impulsive buying. Fenomena live streaming shopping juga menjadi salah satu pendorong impulsive buying. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh diskon dan live streaming shopping terhadap hedonic shopping motivation, perilaku impulsive buying, dan post-purchase regret pengguna e-commerce. Penelitian ini menggunakan data kuantitatif kepada 329 responden pengguna e-commerce yang berusia 18-39 tahun yang dianalisis secara deskriptif dan SEM. Hasil penelitian menunjukkan hedonic shopping motivation, live streaming shopping, impulsive buying, post-purchase regret berada pada kategori rendah, sedangkan diskon berada pada kategori tinggi. Hasil penelitian juga menunjukkan bahwa hedonic shopping motivation dan live streaming shopping berpengaruh positif signifikan terhadap perilaku impulsive buying. Variabel diskon tidak berpengaruh signifikan terhadap perilaku impulsive buying. Perilaku impulsive buying memiliki pengaruh positif signifikan terhadap post-purchase regret.

The convenience of online shopping, supported by a wide range of products, various discounts, and easy access, is a factor in impulse buying. The increasingly popular phenomenon of live streaming shopping is also a driver of impulse buying. This study aims to identify and analyze the influence of discounts and live streaming shopping on hedonic shopping motivation, impulsive buying behavior, and post-purchase regret of e-commerce users. This study used quantitative data from 329 e-commerce user respondents aged 18-39 years using descriptive and SEM analysis. The results showed that hedonic shopping motivation, live streaming shopping, impulsive buying, and post-purchase regret were in the low category, while discounts were in the high category. The results also show that hedonic shopping motivation and live streaming shopping have a significant positive effect on impulsive buying behavior. The discount has no significant effect on impulsive buying behavior. Impulsive buying behavior has a significant positive effect on post-purchase regret.