Pengaruh Pesan Kelangkaan dan Informasi Kebetulan terhadap Pembelian Impulsif Online pada Generasi Milenial di Kota Malang
Abstract
Penelitian ini bertujuan untuk menguji secara langsung pengaruh faktor situasional pesan kelangkaan dan informasi kebetulan terhadap pembelian impulsif online serta secara tidak langsung dengan dimediasi kesenangan yang dirasakan pada generasi milenial di Kota Malang. Kedua, penelitian ini ingin melihat peran moderasi dari motif belanja hedonis pada hubungan pesan kelangkaan dan informasi kebetulan terhadap pembelian impulsif online. Pengambilan sampel dilakukan dengan teknik purposive sampling, total sampel yang diperoleh sebanyak 240 responden. Analisis data menggunakan analisis faktor konfirmatori, uji validitas dan reliabilitas, dan pemodelan persamaan struktural (SEM). Hasil penelitian menunjukkan faktor situasional secara positif memiliki pengaruh langsung terhadap pembelian impusif online dan tidak langsung dengan dimediasi kesenangan yang dirasakan pada generasi milenial di Kota Malang. Motif belanja hedonis secara positif memoderasi hubungan antara pesan kelangkaan dan pembelian impulsif online, namun tidak memoderasi hubungan antara informasi kebetulan terhadap pembelian impusif online. Temuan ini merekomendasikan penjual online untuk memakai pesan kelangkaan dan informasi kebetulan sebagai pertimbangan dalam menjual produk mereka. Faktor-faktor tersebut berpotensi memotivasi konsumen untuk berbelanja secara hedonis dengan keinginan membeli secara impulsif.
Kata Kunci: Pesan Kelangkaan; Informasi Kebetulan; Motif Belanja Hedonis; Kesenangan Yang Dirasakan; Pembelian Impulsif Online.
Abstract
This study aims to examine direct effect from situational factors of the scarcity message and serendipity information on online impulsive buying and indirect effect mediated by perceived enjoyment in the millennial generation in Kota Malang. Second, the study further assesses the moderating role of the hedonic shopping motive on the relationship between scarcity message and serendipity information on online impulsive buying. Data were gathered by using purposive sampling technique, total sample obtained was 240 respondents. Data were analyzed using confirmatory factor analysis, validity and reliability tests, and structural equation modeling (SEM). The results confirm that situational factors positively have direct effect on online impulsive buying and indirect effect mediated by perceived enjoyment in the millennial generation in Kota Malang. The hedonic shopping motive positively moderates the relationship between scarcity message and online impulsive buying, but does not moderate the relationship between serendipity information and online impulsive buying. These findings recommend online sellers to use scarcity message and serendipity information as a consideration in selling their products. These factors have the potential to motivate consumers to buy hedonistically with impulsive buying intentions.
Keywords: Plantation Sector Revenue and Number of Poor People
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DOI: https://doi.org/10.37531/sejaman.v4i1.1678
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