Peran Dari Perceived Benefit Dan Perceived Risk Dalam Memediasi Social Media Marketing Dengan  Impulsive Buying E-Commerce Shopee

Naufal Nasrullah

Authors

Naufal Nasrullah Universitas Siliwangi

Keywords:

Pemasaran Seluler, Manfaat yang Dirasakan, Risiko yang Dirasakan, Pembelian Impulsif

Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara mobile marketing terhadap impulsive buying dengan perceived benefit dan perceived risk sebagai mediasi, dengan objek penelitiannya yaitu pengguna e-commerce shopee. Metode penelitian yang digunakan dalam penelitian ini adalah metode self-administred survey dengan menggunakan kuesioner melalui skala 1-10. Kuesioner didistribusikan kepada 265 responden menggunakan purpose sampling. Dengan kriteria sampel yaitu pengguna e-commerce shopee dengan usia minimal 18 tahun yg berdomisili di pulau jawa dan pernah menggunakan e-commerce Shopee. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) dengan software AMOS. Hasil penelitian ini menunjukan bahwa mobile marketing tidak berpengaruh terhadap perceived benefit, mobile marketing berpengaruh positif terhadap perceived risk, perceived benefit tidak berpengaruh terhadap impulsive buying, perceived risk berpengaruh terhadap impulsive buying

References

Komalasari, D. T. (2020). Belanja Online Meningkat 400 Persen, Bpkn : Masih Banyak Dikeluhkan Konsumen. Pikiran Rakyat. Https://Www.Pikiran-Rakyat.Com/Ekonomi/Pr-01399518/Belanja-Online-Meningkat-400-Persen-Bpkn-Masih-Banyak-Dikeluhkan-Konsumen

Floh, A., & Madlberger, M. (2013). The Role Of Atmospheric Cues In Online Impulse-Buying Behavior. Electronic Commerce Research And Applications, 12(6), 425–439. Https://Doi.Org/10.1016/J.Elerap.2013.06.001

Dawson, S., & Kim, M. (2010). Cues On Apparel Web Sites That Trigger Impulse Purchases. Journal Of Fashion Marketing And Management, 14(2), 230–246. Https://Doi.Org/10.1108/13612021011046084

Wu, I. L., Chen, K. W., & Chiu, M. L. (2016). Defining Key Drivers Of Online Impulse Purchasing: A Perspective Of Both Impulse Shoppers And System Users. International Journal Of Information Management, 36(3), 284–296. Https://Doi.Org/10.1016/J.Ijinfomgt.2015.11.015

Gentile, C., Spiller, N., & Noci, G. (2007). How To Sustain The Customer Experience:. An Overview Of Experience Components That Co-Create Value With The Customer. European Management Journal, 25(5), 395–410. Https://Doi.Org/10.1016/J.Emj.2007.08.005

Bandyopadhyay, S., & Martell, M. (2007). Does Attitudinal Loyalty Influence Behavioral Loyalty? A Theoretical And Empirical Study. Journal Of Retailing And Consumer Services, 14(1), 35–44. Https://Doi.Org/10.1016/J.Jretconser.2006.03.002

Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors Affecting Online Impulse Buying: Evidence From Chinese Social Commerce Environment. Sustainability (Switzerland), 10(2). Https://Doi.Org/10.3390/Su10020352

Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The Effects Of Mobile Marketing, Discount, And Lifestyle On Consumers’ Impulse Buying Behavior In Online Marketplace. International Journal Of Scientific And Technology Research, 9(3), 1569–1577.

Grace Yuna Lee, & Youjae Yi. (2008). The Effect Of Shopping Emotions And Perceived Risk On Impulsive Buying: The Moderating Role Of Buying Impulsiveness Trait. Seoul Journal Of Business, 14(2), 67–92. Https://Doi.Org/10.35152/Snusjb.2008.14.2.004

Vellido, A., Lisboa, P. J. G., & Meehan, K. (2000). Quantitative Characterization And Prediction Of On-Line Purchasing Behavior: A Latent Variable Approach. International Journal Of Electronic Commerce, 4(4), 83–104. Https://Doi.Org/10.1080/10864415.2000.11518380

Wells, J. D., Parboteeah, D. V., & Valacich, J. S. (2011). Online Impulse Buying: Understanding The Interplay Between Consumer Impulsiveness And Website Quality. Journal Of The Association For Information Systems, 12(1), 32–56. Https://Doi.Org/10.17705/1jais.00254

Öztürk, A., Kirmizikaya, A., & Akin, M. S. (2021). The Effect Of Emotional Benefit Of Cute Products On Impulsive Buying Behavior. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 10(3), 2975–2991. Https://Doi.Org/10.15869/Itobiad.931127

Dowling, G. R., & Staelin, R. (1994). A Model Of Perceived Risk And Intended Risk-Handling Activity. Journal Of Consumer Research, 21(1), 119. Https://Doi.Org/10.1086/209386

Bauer, H. H., Reichardt, T., Barnes, S. J., & Marcus, M. N. (2005). Driving Consumer Acceptance Of Location-Based Services In Mobile Applications: A Theoretical Framework And An Empirical Study. Journal Of Electronic Commerce Research, 6(3), 181–192.

Stefan, B., Gruenwald, L., & Obermeier, S. (2005). A Conceptual Model Of Mobile Marketing For A Multinational Consumer Goods Company. Science, 125.

Jung Kim, M., & Woo Jun, J. (2008). A Case Study Of Mobile Advertising In South Korea: Personalisation And Digital Multimedia Broadcasting (Dmb). Journal Of Targeting, Measurement And Analysis For Marketing, 16(2), 129–138. Https://Doi.Org/10.1057/Jt.2008.5

Maduku, D. K., Mpinganjira, M., & Duh, H. (2016). Understanding Mobile Marketing Adoption Intention By South African Smes: A Multi-Perspective Framework. International Journal Of Information Management, 36(5), 711–723. Https://Doi.Org/10.1016/J.Ijinfomgt.2016.04.018

Akpojivi, U., & Bevan-Dye, A. (2015). Mobile Advertisements And Information Privacy Perception Amongst South African Generation Y Students. Telematics And Informatics, 32(1), 1–10. Https://Doi.Ofrg/10.1016/J.Tele.2014.08.001

Verhagen, T., & Van Dolen, W. (2011). The Influence Of Online Store Beliefs On Consumer Online Impulse Buying: A Model And Empirical Application. Information And Management, 48(8), 320–327. Https://Doi.Org/10.1016/J.Im.2011.08.001

Ernawati, N., & Noersanti, L. (2021). Pengaruh Persepsi Manfaat, Kemudahan Penggunaan Dan Keamanan Terhadap Minat Menggunakan Aplikasi Ovo. Image : Jurnal Riset Manajemen, 10(1), 53–62. Https://Doi.Org/10.17509/Image.V10i1.32009

Sultan, F., Rohm, A. J., & Gao, T. (Tony). (2009). Factors Influencing Consumer Acceptance Of Mobile Marketing: A Two-Country Study Of Youth Markets. Journal Of Interactive Marketing, 23(4), 308–320. Https://Doi.Org/10.1016/J.Intmar.2009.07.003

Limantoro, E. (2018). Pengaruh Shopping Emotion Dan Perceived Risk Terhadap Impulse Buying Dengan Buying Impulsiveness Trait Sebagai Moderator Konsumen Hartono Elektronika Surabaya [Universitas Katolik Widya Mandala]. Https://Bismart.Com/En/Business-Intelligence-Solutions/Shopping-Emotion-Recognition/