Analisis Nilai Persepsi Terhadap Pembelian Impulsif Dengan Sikap dan Kerpercayaan Sebagai Mediasi
DOI:
https://doi.org/10.32534/jv.v19i3.6575Abstract
Di era modern ini, kemudahan akses informasi dan produk melalui internet telah mendorong bangkitnya perilaku pembelian impulsif, khususnya di kalangan masyarakat perkotaan. Tujuan penelitian adalah untuk memahami hubungan antara nilai yang dirasakan terhadap pembelian impulsif, sikap, dan keyakinan. Penelitian ini menggunakan metode penelitian kuantitatif. Teknik pengumpulan data dalam penelitian ini adalah dengan survei dan studi literatur. Metode yang digunakan dalam mengolah data pada penelitian ini adalah Structural Equation Modeling (SEM) melalui software Smart Partial Least Square (Smart PLS).Hasil penelitian menunjukkan bahwa mayoritas responden memiliki persepsi positif terhadap utilitarian value dan hedonis belanja online, sikap positif terhadap belanja online, dan tingkat kepercayaan yang tinggi terhadap platform e-commerce. Perilaku pembelian impulsif dipengaruhi oleh interaksi beberapa faktor utama seperti utilitarian value, nilai hedonis, sikap positif terhadap belanja online, dan kepercayaan terhadap platform e-commerce.
Kata Kunci: Persepsi, Pembelian Impulsif, Sikap, Keyakinan, E-commerce
Keywords:
Persepsi, Pembelian impulsif, Sikap, Keyakinan, E-commerceReferences
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