IMPACT OF BUY NOW PAY LATER, PEER INFLUENCE, AND USER INTERFACE ON IMPULSIVE BUYING BEHAVIOR MEDIATED BY HEDONIC SHOPPING VALUE
Abstract
Penelitian ini menyelidiki pengaruh Beli Sekarang Bayar Nanti, pengaruh teman sebaya, dan antarmuka pengguna terhadap perilaku pembelian impulsif di aplikasi Shopee, dengan nilai belanja hedonis sebagai variabel mediasi. Metode kuantitatif digunakan, dengan data yang dikumpulkan dari survei pengguna aktif Shopee di Indonesia. Pengambilan sampel secara purposif digunakan untuk mengidentifikasi responden yang memenuhi kriteria tertentu, seperti penggunaan Buy Now Pay Later, frekuensi belanja online, dan pola pembelian impulsif. Untuk menyelidiki korelasi antara faktor-faktor, sampel sebanyak 281 responden diperiksa menggunakan Structural Equation Modeling (SEM) dan perangkat lunak SmartPLS 4. Data menunjukkan bahwa BNPL, pengaruh teman sebaya, dan antarmuka pengguna memiliki dampak yang cukup besar terhadap perilaku pembelian impulsif, baik secara langsung maupun tidak langsung, melalui nilai belanja hedonis. Studi ini meningkatkan pemahaman kita tentang faktor-faktor yang memengaruhi perilaku pembelian impulsif dalam e-commerce dan membuat rekomendasi bagi para pemangku kepentingan industri untuk meningkatkan strategi pemasaran mereka.
Keywords
Full Text:
PDFReferences
Afifah, N., Daud, I., & Mulyadina, M. (2022). Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia. Gadjah Mada International Journal of Business, 24(2), 178–197. http://journal.ugm.ac.id/gamaijb
Aisjah, S. (2024). Intention to use buy-now-pay-later payment system among university students: a combination of financial parenting, financial self-efficacy, and social media intensity. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2024.2306705
Alzayat, A., & Lee, S. H. (Mark). (2021). Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment. Journal of Business Research, 130, 348–363. https://doi.org/10.1016/J.JBUSRES.2021.03.017
Ayada, W. M., Ezz, M. A., & Hammad, E. (2023). Design Quality Criteria for Smartphone Applications Interface and its Impact on User Experience and Usability. In Wesam Ayada & Maram Hammad 339 International Design Journal (Vol. 13). https://doi.org/https://dx.doi.org/10.21608/idj.2023.305364
Bagus Purmono, B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable (Vol. 1, Issue 3). https://journal.barasaki.com/index.php/jemba
Bao, Z., & Yang, J. (2022). Why online consumers have the urge to buy impulsively: roles of serendipity, trust and flow experience. Management Decision, 60(12), 3350–3365. https://doi.org/10.1108/MD-07-2021-0900
Black, W., & Babin, B. J. (2019). Multivariate Data Analysis: Its Approach, Evolution, and Impact. In The Great Facilitator (pp. 121–130). Springer International Publishing. https://doi.org/10.1007/978-3-030-06031-2_16
Çavuşoğlu, S., Demirağ, B., & Durmaz, Y. (2020). Investigation of the effect of hedonic shopping value on discounted product purchasing. Review of International Business and Strategy, 31(3), 317–338. https://doi.org/10.1108/RIBS-04-2020-0034
Chen, C. Der, Ku, E. C. S., & Yeh, C. C. (2019). Increasing rates of impulsive online shopping on tourism websites. Internet Research, 29(4), 900–920. https://doi.org/10.1108/INTR-03-2017-0102
Chow, K. M. (2021). Relationship between Peer Influence and Gamer’s Satisfaction in Purchasing Virtual Items for Online Mobile Games: Mediating Role of Hedonic Value. Asian Journal of Economics, Business and Accounting, 11–25. https://doi.org/10.9734/ajeba/2021/v21i2130515
Chung, A., Vieira, D., Donley, T., Tan, N., Jean-Louis, G., Gouley, K. K., & Seixas, A. (2021). Adolescent peer influence on eating behaviors via social media: Scoping review. In Journal of Medical Internet Research (Vol. 23, Issue 6). JMIR Publications Inc. https://doi.org/10.2196/19697
Coelho, F., Aniceto, I., Bairrada, C. M., & Silva, P. (2023a). Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72, 103236. https://doi.org/10.1016/J.JRETCONSER.2022.103236
Coelho, F., Aniceto, I., Bairrada, C. M., & Silva, P. (2023b). Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72, 103236. https://doi.org/10.1016/J.JRETCONSER.2022.103236
Cook, J., Davies, K., Farrugia, D., Threadgold, S., Coffey, J., Senior, K., Haro, A., & Shannon, B. (2023). Buy now pay later services as a way to pay: credit consumption and the depoliticization of debt. Consumption Markets and Culture, 26(4), 245–257. https://doi.org/10.1080/10253866.2023.2219606
Fadilah Aswar, N. (2023a). User Interface Design, Perceived Ease Of Use, Electronic Word Of Mouth, And Online Advertising On Impulsive Buying Behavior In The Shopee Marketplace. Journal Management & Economics Review (JUMPER), 1(5). https://doi.org/https://doi.org/10.59971/jumper.v1i5.139
Fadilah Aswar, N. (2023b). User Interface Design, Perceived Ease Of Use, Electronic Word Of Mouth, And Online Advertising On Impulsive Buying Behavior In The Shopee Marketplace. Journal Management & Economics Review (JUMPER), 1(5). https://doi.org/https://doi.org/10.59971/jumper.v1i5.139
Gantulga, U., & Dashrentsen, D. (2023). Factor Influence Impulsive Buying Behavior. Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie, 24(1), 9–25. https://doi.org/10.5604/01.3001.0053.4041
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE.
Hegawan, C. I. P., Faustine, T. M., Wijayanti, S., & Manaf, P. A. (2023). Exploring the influence of perceived usefulness and value of PayLater/BNPL on satisfaction, impulsive buying, and post-purchase intention. International Journal of Emerging Trends in Social Sciences, 15(1), 1–12. https://doi.org/10.55217/103.v15i1.667
Hu, X., Chen, X., & Davidson, R. (2019). Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. In Journal of the Academy of Marketing Science (Vol. 48, Issue 3, pp. 384–404). Springer. https://doi.org/10.1007/s11747-019-00670-w
Julyati Hisyam, C., Shafa Darmawan, G., Daffa Adi Prayogo, M., & Adhitya Pratama, R. (2024). Habitus Mempengaruhi Gaya Hidup Dan Identitas Sosial Mahasiswa Universitas Negeri Jakarta Menurut Perspektif Bourdieu. 2(2), 80–92. https://doi.org/10.59581/jmpb-widyakarya.v2i2.3378
Katadata. (2022). Survei KIC: Mayoritas Masyarakat Indonesia Mengakses Informasi di Media Sosial. Katadata Media Network. https://databoks.katadata.co.id/datapublish/2022/01/20/survei-kic-mayoritas-masyarakat-indonesia-mengakses-informasi-di-media-sosial
Khan, M., & Haque, S. (2020). Impact of Buy Now-Pay Later Mechanism Through Installment Payment Facility and Credit Card Usage on the Impulsive Purchase Decision of Consumers: Evidence From Dhaka City. In Southeast University Journal of Arts and Social Sciences (Vol. 3, Issue 1). https://www.researchgate.net/publication/348540341
Larasati, D. (2023). Upaya Pengembangan Dan Peran Sistem Informasi Manajemen Dalam E-Commerce Shopee. Jkpim : Jurnal Kajian Dan Penalaran Ilmu Manajemen, 1(1). https://doi.org/https://doi.org/10.59031/jkpim.v1i1.51
Le, T. M. H., & Ngoc, B. M. (2024). Consumption-related social media peer communication and online shopping intention among Gen Z consumers: A moderated-serial mediation model. Computers in Human Behavior, 153, 108100. https://doi.org/10.1016/J.CHB.2023.108100
McKinsey & Company. (2023). Featured Insight 2023 Year Review. McKinsey & Company. https://www.mckinsey.com/featured-insights/2023-year-in-review
Nielsen. (2023). 2023 Annual Marketing Report. Nielsen. https://www.nielsen.com/insights/2023/need-for-consistent-measurement-2023-nielsen-annual-marketing-report/
Nisa, K., Ah, Q. ’, & Wijayani, N. (2024). Peran Influencer Media Social Dalam Impulsive Buying dan Konsumsi Generasi Z : Studi Kasus Marketplace Shopee. Jurnal Ilmu Komunikasi Dan Sosial, 2(1). https://doi.org/10.59581/harmoni-widyakarya.v2i1.2297
Otoritas Jasa Keuangan (OJK). (2024, January). Data Piutang BNPL Indonesia. Otoritas Jasa Keuangan (OJK). https://www.ojk.go.id/id/Default.aspx
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554. https://doi.org/10.1016/J.JRETCONSER.2021.102554
Pelet, J. É., & Taieb, B. (2022). Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions. Computers in Human Behavior Reports, 7, 100225. https://doi.org/10.1016/J.CHBR.2022.100225
Rahman, Z., & Suswanto, B. (2023). User Interface Analysis On Shopee Website Using Heuristic Method. In Technium: Romanian Journal of Applied Sciences and Technology (Vol. 17). www.techniumscience.com
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse Buying And Hedonic Behavior : A Mediation Effecet Of Positive Emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/VE.2022.05.01(3)
Reddy, K. S., & Azeem, B. A. (2022). Impact_of_social_media_marketing_on_online_impulse. Journal of Management and Science. https://doi.org/DOI:10.26524.jms.12.18
Shin, H., Oh, C., Kim, N. Y., Choi, H., Kim, B., & Ji, Y. G. (2024). Evaluating and eliciting design requirements for an improved user experience in live-streaming commerce interfaces. Computers in Human Behavior, 150, 107990. https://doi.org/10.1016/J.CHB.2023.107990
Susanto, D., Apriza, M. W., & Muthiarsih, T. (2024). Usage of Buy Now Pay Later, Hedonic Motivation, and Impulse Buying among Gen Z in E-Commerce Shopee. https://ajmesc.com/index.php/ajmesc
Taher, G. (2021). E-Commerce: Advantages and Limitations. International Journal of Academic Research in Accounting, Finance and Management Sciences, 11(1). https://doi.org/10.6007/ijarafms/v11-i1/8987
Thürmer, J. L., Bieleke, M., Wieber, F., & Gollwitzer, P. M. (2020). If-then plans help regulate automatic peer influence on impulse buying. European Journal of Marketing, 54(9), 2079–2105. https://doi.org/10.1108/EJM-05-2018-0341
Vya Azzahra, F., & Syarifah Alamiyah, S. (2024). Pengaruh Terpaan Iklan Spaylater “Belinya Sekarang-Bayarnya Nanti” di Youtube terhadap Perilaku Konsumtif Mahasiswa di Surabaya. https://doi.org/https://doi.org/10.47467/elmal.v5i2.4358
Wang, J., Wang, Z., & Qiu, S. (2021). Investigate Symmetry, Complexity, and Screen Shapes in Interface Design Aesthetics to Promote Users’ Quality Perceptions and Continuous Usage Intention of the Smartwatch. International Journal of Human-Computer Interaction, 37(20), 1966–1980. https://doi.org/10.1080/10447318.2021.1921366
We Are Social & Hootsuite. (2024). Digital 2024 Indonesia. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024/
Wong, K. X., Wang, Y., Wang, R., Wang, M., Oh, Z. J., Lok, Y. H., Khan, N., & Khan, F. (2023). Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia? International Journal of Accounting & Finance in Asia Pasific, 6(1). https://doi.org/10.32535/ijafap.v6i1.1934
Wu., H., Chen, C. W., Chou, S., Gao, G., & Wang, T. (2023). Factors Influencing Utilitarian and Hedonic Mobile Shopping Experiences: Taobao as an Example. International Journal of Mobile Communications, 1(1), 1. https://doi.org/10.1504/ijmc.2023.10041883
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/J.JRETCONSER.2021.102683
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/J.IJINFOMGT.2019.02.010
DOI: https://doi.org/10.37479/jimb.v8i1.31797
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 4.0 International License.