Pengaruh Kemudahan Dan Stimulus Pemasaran Dimoderasi Gaya Hidup Terhadap Impulsif Mahasiswa UNS

Neofandy Aikan Nancitazen; Salman Alfarisy Totalia; Feri Setyowibowo

doi:10.37479/jeej.v7i2.27728

Pengaruh Kemudahan Dan Stimulus Pemasaran Dimoderasi Gaya Hidup Terhadap Impulsif Mahasiswa UNS

Neofandy Aikan Nancitazen, Salman Alfarisy Totalia, Feri Setyowibowo

Abstract

This study aims to determine the ease of access and marketing stimulus moderated by shopping lifestyle affects the impulsive behavior of UNS Economic Education students, UNS Economic Education students have a tendency to make impulsive purchases on the e-commerce web. This type of research is quantitative research using 96 UNS Economic Education students as the population. This research in collecting data uses an online questionnaire using gform and in data processing using Moderated Regression Analysis. The results obtained in the study explain that ease of access has a positive and significant effect on student impulse purchases, marketing stimulus also has a positive and significant effect on student impulse purchases, and ease of access moderated by lifestyle has a positive and significant effect on student impulse purchases, lifestyle moderated marketing stimulus has a positive and significant effect on student impulse purchases.

Keywords

marketing stimulus;lifestyle;impulsive

Full Text:

PDF

References

Abadi, I., Hasyim, & Carda, M. (2021). Pengaruh Bauran Pemasaran, Psikologi Konsumen Dan Motivasi Hedonis Terhadap Keputusan Pembelian Impulsif Dan Kepuasan Konsumen Berbelanja Pada Toko Online Di Kota Pare-Pare. Jurnal Ekonomi, Manajemen Dan Akuntansi, 16(2), 129–138.

Alifia Wardah, N., & Harti. (2021). Pengaruh Gaya Hidup Berbelanja dan Promosi Penjualan Terhadap Pembelian Impulsif Avoskin di Shopee. MANDAR: Management Development and Applied Research Journal, 4(1), 121–132. https://ojs.unsulbar.ac.id/index.php/mandar/article/view/1320/689

Bressolles, G., Durrieu, F., & Giraud, M. (2020). The impact of electronic service quality’s dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37–56. https://doi.org/10.1362/147539207x198365

Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2022). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2022.06.001

Darmawan, D., & Putra, A. R. (2022). Pengalaman Pengguna, Keamanan Transaksi, Kemudahan Penggunaan, Kenyamanan, Dan Pengaruhnya Terhadap Perilaku Pembelian Online Secara Impulsif. Relasi : Jurnal Ekonomi, 18(1), 26–45. https://doi.org/10.31967/relasi.v18i1.523

Dwivedi, S. (2019). Digital Economy : an Impact on. 6(6), 452–455.

Edy, I. C., & Haryanti, S. S. (2019). Impulsive Buying Behavior Pada Konsumen Online. The National Conferences Management and Business (NCMAB) 2018 “Pemberdayaan Dan Penguatan Daya Saing Bisnis Dalam Era Digital,” 362–374. www.gsicommerce.com/news_events/

Hidayat, R., & Tryanti, I. K. (2019). Pengaruh Fashion Involvement Dan Shopping Lifestyle Terhadap Impulsive Buying Mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 2(2), 174–180. https://doi.org/10.30871/jaba.v2i2.1117

Hursepuny, C. V., & Oktafani, F. (2023). Pengaruh Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada Konsumen Shopee_Id The Influence Of Hedonic Shopping Motivation And Shopping Lifestyle On Impulse Buying At Consumers Shopee_Id. E-Proceeding of Management, 5(1), 1041–1048.

Liu, L., & Zhang, H. (2021). Financial literacy, self-efficacy and risky credit behavior among college students: Evidence from online consumer credit. Journal of Behavioral and Experimental Finance, 32, 100569. https://doi.org/10.1016/j.jbef.2021.100569

Mukhafi, C. M. (2020). Faktor-faktor yang Memengaruhi Financial Satisfaction Buruh di Kota Surabaya. Jurnal Ilmu Manajemen, 8(4), 1312. https://doi.org/10.26740/jim.v8n4.p1312-1324

Praharjo, A. (2019). Perilaku Pembelian Secara Online Generasi Milenial Indonesia. Media Ekonomi, 19(01), 222. https://doi.org/10.30595/medek.v19i01.4890

Puspita, I. R., Fadillah, A., & Taqyudin, Y. (2022). Tinjauan Atas Keputusan Pembelian Pada Marketplace Shopee. Jurnal Aplikasi Bisnis Kesatuan, 2(1), 67–74. https://doi.org/10.37641/jabkes.v2i1.1358

Qammaidha, L. N., & Purwanto, S. (2022). Pengaruh Shopping Lifestyle Dan Hedonic Consumption Terhadap Impulse Buying Pada Tokopedia. NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 9(1), 69–76. http://jurnal.um-tapsel.ac.id/index.php/nusantara/index

Saptadji, A. M. (2021). Pengaruh Kemudahan Penggunaan, Hiburan, Kegunaan Dan Hubungan Pelengkap Pada Pembelian Impuls Konsumen E-commerce Di Indonesia [Universitas Gadjah Mada]. https://etd.repository.ugm.ac.id/penelitian/detail/98837

Shen, K. N., & Khalifa, M. (2020). System design effects on online impulse buying. Internet Research, 22(4), 396–425. https://doi.org/10.1108/10662241211250962

Thi Phan, Q. P., Ngo, V. M., & Lien Phuoc, N. C. (2020). How social commerce characteristics influence consumers’ online impulsive buying behavior in emerging markets. International Journal of E-Business Research, 16(3), 74–88. https://doi.org/10.4018/IJEBR.2020070105

Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2019). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105. https://doi.org/10.1016/j.sbspro.2019.01.1179

Wardani, W. S., Sumarsid, S., Jayadi, J., Kartikaningsih, D., Yani, A., & Simanjuntak, R. (2022). Analisa pengaruh Marketing Mix dan perilaku konsumen setelah Covid-19 terhadap keputusan Impulse Buying pada Miniso Cabang Mall Ciputra Jakarta. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(5), 2518–2527. https://doi.org/10.32670/fairvalue.v5i5.2742

Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360–368.

DOI: https://doi.org/10.37479/jeej.v7i2.27728