ANALISA NIAT PEMBELIAN PRODUK KOSMETIK KOREA SECARA ONLINE DI KOTA BATAM
Indonesia
Abstract
Konsumsi produk impor pada platform e-commerce di Indonesia terbilang tinggi terutama pada produk kosmetik atau kecantikan yaitu hingga mencapai 66%. Produk kosemtik dari Korea Selatan menjadi produk kosmetik yang paling populer dengan penjualan hingga mencapai 45%. Hal tersebut mengindikasikan adanya minat beli yang tinggi pada produk kosmetik dari Korea oleh konsumen Indonesia. Penelitian ini bertujan untuk menganalisa pengaruh kejujuran, nilai hedonis, nilai utilitarian dan sikap terhadap niat pembelian produk kosmetik dari Korea pada aplikasi e-commerce oleh konsumen di kota Batam. Pengumpulan data dilakukan melalui penyebaran kuisioner kepada 235 responden. Data yang dikumpulkan selanjutnya dianalisa menggunakan Partial Least Squares. Hasil penelitian ini menunjukkan bahwa secara signifikan terdapat pengaruh positif antara nilai kejujuran terhadap niat pembelian, nilai kejujuran terhadap sikap, nilai utilitarian terhadap sikap, serta sikap terhadap pembelian (p<0,05), namun terdapat pengaruh negatif antara nilai hedonis dan niat pembelian (p>0,05). Berdasarkan hasil tersebut dapat disimpulkan bahwa kejujuran, sikap serta nilai utilitarian berpengaruh terhadap niat pembelian pembelian produk kosmetik Korea secara online di kota Batam.
Keywords:
kepercayaan, sikap, nilai hedonis, nilai utilitarian, niat pembelian.
References
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Suleman, D. (2019). Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia. Archives of Business Research, 7(4), 240–253.
Syafira, F. N., Ratnasari, R. T., & Ismail, S. (2020). the Effect of Religiosity and Trust on Intention To Pay in Ziswaf Collection Through Digital Payments. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 6(1), 98. https://doi.org/10.20473/jebis.v6i1.17293
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal, 117(3), 1066–1081. https://doi.org/10.1108/BFJ-12-2013-0361
Youssef Chetioui. (2019). How fashion influencers contribute to consumers’ purchase intention. How Fashion Influencers Contribute to Consumers’ Purchase Intention. https://doi.org/DOI 10.1108/JFMM-08-2019-0157
APJII. (2019). Penetrasi & Profil Perilaku Pengguna Internet Indonesia 2019. Responden Survei Nasional Penetrasi Pengguna Internet 2019, 51.
Aziz, S., Md Husin, M., Hussin, N., & Afaq, Z. (2019). Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics, 31(1), 81–104. https://doi.org/10.1108/APJML-12-2017-0311
Blagoeva, K. T., & Mijoska, M. (2017). Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia. T{combining Double Inverted Breve}Sitologii{combining Double Inverted Breve}a i Genetika, 46(3), 27–32.
Canover, R. S., & Kartikasari, D. (2021). Penetration of imported products on e-commerce platform in indonesia and strategies for improving local product competitiveness. International Journal of Economics, Business, and Accounting Research (IJEBAR), 5(1), 23–33. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Chung, Y. S. (2015). Hedonic and utilitarian shopping values in airport shopping behavior. Journal of Air Transport Management, 49, 28–34. https://doi.org/10.1016/j.jairtraman.2015.07.003
Elseidi, R. I. (2018). Understanding Egyptian Consumers’ Intentions in Online Shopping. International Journal of Online Marketing, 8(3), 1–18. https://doi.org/10.4018/ijom.2018070101
Ghozali, I. (2016). Aplikasi Analisis Multivariete IBM SPSS. In Semarang, Universitas Diponegoro.
Ghozali, Imam. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 untuk Penelitian Empiris. Semarang : Fakultas Ekonomika dan Bisnis Universitas Diponegoro.
Hafasnuddin. (2017). Why the Customers of Conventional Banks Do Not Want to Become the Customers of Islamic Bank ( A Study of the Effect of Religiosity on Trust and Its Impact to Purchase Intention ). European Journal of Business and Management, 9(26), 64–70.
Hair, J., Black, W., Babin, B., & Anderson, R. (2014). Multivariate data analysis: Pearson New International Edition (7th Edition). In Edinburgh Gate Harlow, Pearson Education Limited.
Hsu, C. L., & Lin, J. C. C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108, 42–53. https://doi.org/10.1016/j.techfore.2016.04.012
Le-Hoang, P. V. (2020). Factors affecting online purchase intention: the case of e-commerce on lazada. Independent Journal of Management & Production, 11(3), 1018. https://doi.org/10.14807/ijmp.v11i3.1088
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
Lu, B., Fan, W., & Zhou, M. (2016). Computers in Human Behavior Social presence , trust , and social commerce purchase intention : An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057
Marza, S., Idris, I., & Abror, A. (2019). The Influence of Convenience, Enjoyment, Perceived Risk, And Trust On The Attitude Toward Online Shopping. May. https://doi.org/10.2991/piceeba2-18.2019.40
Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Percepciones de los consumidores sobre los atributos funcionales y hedonistas de las páginas web, e intenciones de compra online: visión de la actitud cognitivo-afectiva. Spanish Journal of Marketing - ESIC, 21(2), 73–88. https://doi.org/10.1016/j.sjme.2017.07.001
Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1), 1–20.
Park, Y.-S. (2015). Does the Rise of the Korean Wave Lead to Cosmetics Export? The Journal of Asian Finance, Economics and Business, 2(4), 13–20. https://doi.org/10.13106/jafeb.2015.vol2.no4.13.
Rahi, S., Ghani, M. A., & Muhamad, F. J. (2017). Inspecting the Role of Intention to Trust and Online Purchase in Developing Countries. Journal of Socialomics, 06(01), 1–7. https://doi.org/10.4172/2167-0358.1000191
Rahman, S. ur, Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies, 7(1), 111–128. https://doi.org/10.1108/SAJBS-11-2016-0088
Raman, P. (2019a). Understanding female consumers ’ intention to shop online. https://doi.org/10.1108/APJML-10-2018-0396
Raman, P. (2019b). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138–1160. https://doi.org/10.1108/APJML-10-2018-0396
Ramkumar, B., & Woo, H. (2018). Modeling consumers’ intention to use fashion and beauty subscription-based online services (SOS). Fashion and Textiles, 5(1), 1–22. https://doi.org/10.1186/s40691-018-0137-1
Riley, J. M., & Klein, R. (2019a). How logistics capabilities offered by retailers influence millennials’ online purchasing attitudes and intentions. Young Consumers, 22(1), 131–151. https://doi.org/10.1108/YC-12-2018-0889
Riley, J. M., & Klein, R. (2019b). How logistics capabilities offered by retailers influence millennials’ online purchasing attitudes and intentions. Young Consumers, July. https://doi.org/10.1108/YC-12-2018-0889
Rizkiani, G. A., & Suyanto, A. (2020). Analisis Preferensi Masyarakat Dalam Memilih Kosmetik Korea Di Indonesia. Jurnal Mitra Manajemen, 14(10), 1523–1533. http://www.e-jurnalmitramanajemen.com/index.php/jmm/article/view/479/428
Suleman, D. (2019). Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia. Archives of Business Research, 7(4), 240–253.
Syafira, F. N., Ratnasari, R. T., & Ismail, S. (2020). the Effect of Religiosity and Trust on Intention To Pay in Ziswaf Collection Through Digital Payments. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 6(1), 98. https://doi.org/10.20473/jebis.v6i1.17293
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal, 117(3), 1066–1081. https://doi.org/10.1108/BFJ-12-2013-0361
Youssef Chetioui. (2019). How fashion influencers contribute to consumers’ purchase intention. How Fashion Influencers Contribute to Consumers’ Purchase Intention. https://doi.org/DOI 10.1108/JFMM-08-2019-0157
Published
2023-01-01
Section
Articles
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