Antecedents and Consequences of Browsing With Impulsiveness As Moderator

Valencia Valencia, Ayu Ekasari

Abstract


Abstrak

Tujuan–Penelitian ini dilakukan untuk menentukan anteseden dan konsekuensi dari browsing dengan impulsif sebagai moderator.

Desain/Metodologi/Pendekatan-Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Data yang dikumpulkan dalam penelitian ini langsung dengan membagikan kuesioner kepada 210 responden yang melakukan. Uji hipotesis yang digunakan dalam penelitian ini adalah penggunaan SEM (Structural Equation Model).
Hasil-Penelitian ini menunjukkan pengaruh utilitarian value, hedonic value dan browsing terhadap urge to buy impulsively. Studi ini menunjukkan bahwa impulsiveness memoderasi pengaruh utilitarian value, hedonic value pada browsing. Penelitian ini memiliki implikasi bagi manajer pemasaran belanja online dalam menciptakan dorongan untuk membeli secara impulsif pada konsumen.



Abstract

Purpose –This study was conducted to determine antecedents and consequences of browsing with impulsiveness as moderator. The data collected in this study directly by distributing questionnaires to 210 respondents.

Design/Methodology/Approach:The sampling technique in this study is using purposive sampling. Hypothesis test used inthis study is the use of SEM (Structural Equation Model).

Originality/Value - This study shows the effect of utilitarian value, hedonic value, browsing to urge to buy impulsively. This study shows that impulsiveness moderates the influence of utilitarian value, hedonic value on browsing. This study have implications for the marketing manager online shopping in creating Urge to Buy Impulsively on the consumer.


Keywords


Utilitarian Value, Hedonic Value, Browsing, Urge to Buy Impulsively, and Impulsiveness

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https://doi.org/10.1108/IntR-12-2016-0377

https://bisniskeuangan.kompas.com/read/2014/10/13/084300126/Ketika.Orang.Indonesia.Lebih.Senang.Belanja.Online




DOI: http://dx.doi.org/10.25105/mrbm.v19i2.5366

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