Pengaruh Brand Ambassador, Viral Marketing, Sales promotion, dan Hedonisme terhadap Perilaku Pembelian Impulsif

Abstract

Perilaku jual-beli beralih dari pasar tradisional menjadi pasar berbasis online atau e-commerce. Penelitian ini menggunakan teori perilaku konsumen yang mempelajari bagaimana konsumen memilih, menggunakan, dan membeli barang atau jasa sesuai dengan kebutuhan. Perusahaan akan berusaha memenuhi kebutuhan informasi konsumen dengan menyediakan konten dan tawaran menarik pada iklan sehingga terjadi pembelian impulsif. Tujuan pertama penelitian ini mengidentifikasi karakteristik responden, brand ambassador, viral marketing, sales promotion, hedonisme, dan perilaku pembelian impulsif. Tujuan kedua yaitu menganalisis hubungan karakteristik responden, brand ambassador, viral advertising, electronic word of mouth, sales promotion, hedonisme, dan perilaku pembelian impulsif. Tujuan ketiga menganalisis pengaruh brand ambassador, viral marketing, sales promotion, dan hedonisme terhadap perilaku pembelian impulsif. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner sebanyak 219 responden rentang usia 18 hingga 39 tahun di seluruh Indonesia. Penelitian ini didukung dengan 8 wawancara mendalam sebagai informasi pendukung untuk melihat fenomena yang terjadi di lapang. Data dianalisis secara kuantitatif dengan statistik deskriptif untuk tujuan pertama dan tujuan kedua. Tujuan ketiga digunakan analisis Structural Equation Modelling dengan Lisrel 8.80. Berdasarkan temuan pada uji hubungan menunjukkan tidak ada karakteristik responden yang memiliki hubungan dengan brand ambassador. Karakteristik domisili memiliki hubungan dengan viral advertising. Karakteristik usia berhubungan dengan variabel electronic word of mouth. Karakteristik jenis kelamin dan pendapatan perbulan memiliki hubungan dengan sales promotion. Karakteristik pendidikan memiliki hubungan dengan hedonisme. Tidak terdapat hubungan antara karakteristik responden dengan pembelian impulsif. Berdasarkan hasil analisis SEM menujukkan bahwa viral advertising dan hedonisme berpengaruh signifikan terhadap perilaku pembelian impulsif. Variabel brand ambassador, electronic word of mouth, dan sales promotion tidak berpengaruh signifikan pada perilaku pembelian impulsif. Oleh karena itu, masyarakat Indonesia perlu selektif dalam menonton iklan viral dan lebih bijak dalam menentukan keputusan pembelian.

Buying and selling behavior is shifted from traditional markets to online based markets or e-commerce. This research uses the theory of consumer behavior which studies how consumers choose, use, and buy goods or services according to their needs. Companies will try to meet consumer information needs by providing interesting content and offers on advertisements so that impulse purchases occur. The first objective of this study is to identify the characteristics of respondents, brand ambassadors, viral marketing, sales promotion, hedonism, and impulse buying behavior. The second objective is to analyze the relationship between respondent characteristics, brand ambassadors, viral advertising, electronic word of mouth, sales promotion, hedonism, and impulse buying behavior. The third objective is to analyze the influence of brand ambassadors, viral marketing, sales promotion, and hedonism on impulse buying behavior. This research uses a quantitative approach with a questionnaire of 219 respondents aged 18 to 39 years throughout Indonesia. This research is supported by 8 in-depth interviews as supporting information to see the phenomena that occured in the field. Data were analyzed quantitatively with descriptive statistics for the first objective and the second objective. The third objective used Structural Equation Modeling analysis with Lisrel 8.80. Based on the findings on the relationship test, it shows that there are no respondent characteristics that have a relationship with brand ambassadors. Domicile characteristics have a relationship with viral advertising. Age characteristics are related to electronic word of mouth variables. Gender characteristics and monthly income have a relationship with sales promotion. Educational characteristics have a relationship with hedonism. There is no relationship between respondent characteristics and impulse buying. Based on the results of SEM analysis, it shows that viral advertising and hedonism have a significant effect on impulse buying behavior. Brand ambassador variables, electronic word of mouth, and sales promotion have no significant effect on impulse buying behavior. Therefore, Indonesian people need to be selective in watching viral advertisements and be wiser in determining purchasing decisions.