PENGARUH PROMOSI, KUALITAS PRODUK, DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF ONLINE DENGAN FLOW EXPERIENCE SEBAGAI INTERVENING

Nurlaili, Mutia (2024) PENGARUH PROMOSI, KUALITAS PRODUK, DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF ONLINE DENGAN FLOW EXPERIENCE SEBAGAI INTERVENING. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Online shopping has experienced significant growth, with approximately 40 percent of total online purchases being classified as impulsive. However, there is a gap between the potential increase in online shopping and the proportion of impulsive purchases, which only reaches 40 percent. To address this gap and boost short- term sales for producers, this study aims to analyze the influence of promotion, product quality, and trust on impulsive online buying decisions, considering the role of flow experience as an intervening variable. The research method used is descriptive quantitative, with data collected through questionnaires using a Likert scale. This study was conducted in the D.K.I Jakarta, Indonesia area, involving 246 respondents. Data analysis was performed using path analysis to examine the relationships between independent variables (promotion, product quality, and trust), the intervening variable (flow experience), and the dependent variable (impulsive online buying decisions). The results show that promotion has a positive and significant influence on impulsive online buying decisions. Additionally, promotion also positively and significantly affects flow experience, which in turn significantly intervenes the impact of promotion on impulsive online buying decisions. On the other hand, product quality and trust do not show a significant influence on impulsive online buying decisions or flow experience. These findings highlight the importance of effective promotional strategies and a pleasant shopping experience in driving impulsive online purchases. Pembelian secara online telah mengalami peningkatan signifikan, di mana sekitar 40 persen dari total pembelian online disebut sebagai pembelian impulsif. Namun, terdapat kesenjangan antara potensi meningkatnya pembelian online dan proporsi pembelian impulsif yang hanya mencapai 40 persen. Untuk mengatasi kesenjangan ini dan meningkatkan penjualan produsen dalam waktu singkat, penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk, dan trust terhadap keputusan pembelian impulsif online, dengan mempertimbangkan peran flow experience sebagai variabel intervening. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan pengumpulan data melalui kuesioner menggunakan skala Likert. Penelitian ini dilakukan di wilayah D.K.I Jakarta dengan melibatkan 246 responden. Analisis data dilakukan menggunakan metode analisis jalur untuk menguji hubungan antara variabel independen (promosi, kualitas produk, dan trust), variabel intervening (flow experience), dan variabel dependen (keputusan pembelian impulsif online). Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian impulsif online. Selain itu, promosi juga berpengaruh positif dan signifikan terhadap flow experience, yang secara signifikan mengintervening pengaruh promosi terhadap keputusan pembelian impulsif online. Di sisi lain, kualitas produk dan trust tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian impulsif online maupun flow experience. Temuan ini menekankan pentingnya strategi promosi yang efektif dan pengalaman belanja yang menyenangkan untuk mendorong pembelian impulsif online.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55122110094
Uncontrolled Keywords: online purchase, impulse buying, promotion, product quality, trust, flow experience, buying decision. pembelian online, pembelian impulsif, promosi, kualitas produk, trust, flow experience, keputusan pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 24 Aug 2024 04:35
Last Modified: 24 Aug 2024 04:35
URI: http://repository.mercubuana.ac.id/id/eprint/90690

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