Pengaruh Flash Sale, Live Streaming Dan Hedonic Shopping Motivation Terhadap Impulse Buying (Study Pembelian Produk Berrybenka Pada Pengguna Aplikasi Shopee)
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh flash sale, live streaming dan hedonic shopping motivation terhadap impulse buying pada pembelian produk berrybenka pada pengguna aplikasi shopee. Sampel dalam penelitian ini sebanyak 220 orang konsumen yang melakukan pembelian produk Berrybenka, pengumpulan data dilakukan dengan menggunakan kuesioner melalui google form. Hasil penelitian flash sale memiliki pengaruh positif tidak signifikan terhadap impulse buying hal ini mengindiaksikan bahwaya flash sale yang dilakukan Berrybenka belum mampu meningkatkan pembelian impulse karena waktu yang pendek dan produk yang terbatas. Live streaming mampu meningkatkan impulse buying konsumen karena dengan adanya interaksi lansung antara streamer dengan konsumen dapat menciptkan pembelian impulse. Hedonic shopping motivasion mempengaruhi konsumen dalam impulse buying karena konsumen akan langsung membeli produk jika mereka merasakan kebahagian dan kesenangan terhadap produk tersebut.
Keywords:
Flash Sale, Live Streaming, Hedonic Shopping Motivation
References
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Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88.
Chao-Hsing, L., & Chien-Wen, C. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241.
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303.
Cinjarevic, M., Tatic, K., & Petric, S. (2011). See it, like it, buy it! Hedonic shopping motivations and impulse buying. Economic Review: Journal of Economics and Business, 9(1), 3–15.
Duarte, P., Raposo, M., & Ferraz, M. (2013). Drivers of snack foods impulse buying behaviour among young consumers. British Food Journal, 115(9), 1233–1254.
Gu, J., Xu, Y., & Huang, L. (2015). The effect of word-of-mouth in flash-sale promotion: From mechanism design perspective. 2015 International Conference on Logistics, Informatics and Service Sciences (LISS), 1–4.
Hair Jr, Joseph F, Rolp E Anderson, R. L. T. and W. C. B. (1995). Multivariate Data Analysis with Readings,.
Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86, 300–310.
Octaviana, A. R., & Komariah, K. (2022). Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. Management Studies and Entrepreneurship Journal (MSEJ), 3(4), 1961–1970.
Park, C. (2006). Hedonic and utilitarian values of mobile internet in Korea. International Journal of Mobile Communications, 4(5), 497–508.
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765–769.
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Poluan, F. J., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Hedonic Shopping Motives dan Promosi Penjualan Terhadap Impulse Buying Konsumen di Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis (Jab), 8(2), 113–120.
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7–24.
Şener, A., Ateşoğlu, L., & Coşkun, A. (2018). The Effect Of Utilitarian And Hedonic Shopping Values On Consumers’perceived Benefits And Risks In Online Shopping. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 10(18), 12–28.
Shi, S. W., & Chen, M. (2015). Would you snap up the deal?: a study of consumer behaviour under flash sales. International Journal of Market Research, 57(6), 931–957.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327.
Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: The effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395–405.
Wu, M., & Gao, Q. (2020). Using live video streaming in online tutoring: Exploring factors affecting social interaction. International Journal of Human–Computer Interaction, 36(10), 964–977.
Zhang, S., Huang, C., Li, X., & Ren, A. (2022). Characteristics and roles of streamers in e-commerce live streaming. The Service Industries Journal, 42(13–14), 1001–1029.
Zhang, Z., Zhang, N., & Wang, J. (2022). The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce. Sustainability, 14(4), 2122.
Astari, D. A. C., & Nugroho, C. (2018). Motivasi Pembelian Impulsif Online Shopping Pada Instagram (Analisis Deskriptif Motivasi Konsumen Dalam Melakukan Pembelian Online Pada Instagram). Journal Signal, 6(1), 116–134.
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations.
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88.
Chao-Hsing, L., & Chien-Wen, C. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241.
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303.
Cinjarevic, M., Tatic, K., & Petric, S. (2011). See it, like it, buy it! Hedonic shopping motivations and impulse buying. Economic Review: Journal of Economics and Business, 9(1), 3–15.
Duarte, P., Raposo, M., & Ferraz, M. (2013). Drivers of snack foods impulse buying behaviour among young consumers. British Food Journal, 115(9), 1233–1254.
Gu, J., Xu, Y., & Huang, L. (2015). The effect of word-of-mouth in flash-sale promotion: From mechanism design perspective. 2015 International Conference on Logistics, Informatics and Service Sciences (LISS), 1–4.
Hair Jr, Joseph F, Rolp E Anderson, R. L. T. and W. C. B. (1995). Multivariate Data Analysis with Readings,.
Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86, 300–310.
Octaviana, A. R., & Komariah, K. (2022). Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. Management Studies and Entrepreneurship Journal (MSEJ), 3(4), 1961–1970.
Park, C. (2006). Hedonic and utilitarian values of mobile internet in Korea. International Journal of Mobile Communications, 4(5), 497–508.
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765–769.
Piccoli, G., & Dev, C. S. (2012). Emerging marketing channels in hospitality: A global study of internet-enabled flash sales and private sales.
Poluan, F. J., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Hedonic Shopping Motives dan Promosi Penjualan Terhadap Impulse Buying Konsumen di Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis (Jab), 8(2), 113–120.
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7–24.
Şener, A., Ateşoğlu, L., & Coşkun, A. (2018). The Effect Of Utilitarian And Hedonic Shopping Values On Consumers’perceived Benefits And Risks In Online Shopping. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 10(18), 12–28.
Shi, S. W., & Chen, M. (2015). Would you snap up the deal?: a study of consumer behaviour under flash sales. International Journal of Market Research, 57(6), 931–957.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327.
Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: The effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395–405.
Wu, M., & Gao, Q. (2020). Using live video streaming in online tutoring: Exploring factors affecting social interaction. International Journal of Human–Computer Interaction, 36(10), 964–977.
Zhang, S., Huang, C., Li, X., & Ren, A. (2022). Characteristics and roles of streamers in e-commerce live streaming. The Service Industries Journal, 42(13–14), 1001–1029.
Zhang, Z., Zhang, N., & Wang, J. (2022). The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce. Sustainability, 14(4), 2122.
Published
2024-01-07
How to Cite
Septiyani, S., & Hadi, E. D. (2024). Pengaruh Flash Sale, Live Streaming Dan Hedonic Shopping Motivation Terhadap Impulse Buying (Study Pembelian Produk Berrybenka Pada Pengguna Aplikasi Shopee). Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(1), 970-980. https://doi.org/https://doi.org/10.36778/jesya.v7i1.1505
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
