Analisis Pembelian Tidak Terencana pada Toko Online Shopee

Penulis

  • Winda Noor Nawang Wulan Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta
  • Suharyati Suharyati UPN "Veteran" Jakarta
  • Rosali Rosali Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.35590/jeb.v6i1.830

Kata Kunci:

Functional Comfort, Representative Excitement, Impulse Buying

Abstrak

The development of information and communication technology in the era of globalization is growing rapidly. This has a significant impact on internet usage in Indonesia. So that makes Indonesia a very potential market for e-commerce, which has triggered the emergence of various online stores in Indonesia. Achieving success in e-commerce business in online stores in Indonesia requires a strategy. Shopee is an e-commerce company that runs the C2C mobile marketplace business, which allows users to buy or sell goods through applications available on the iOS and Android platforms. This research is a quantitative research that aims to determine the effect of functional comfort and representative excitement on Impulse Buying. Data collection uses a questionnaire with a Likert scale with PLS (Partial Least Square) method with Smart PLS 3.2.7 software. The sample used in the study was 50 people. The sampling technique uses a purposive sampling method. The results of this study indicate that functional convenience variables have a significant effect on unplanned purchases, while representative excitement variables have no significant effect on Impulse Buying.

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Diterbitkan

2019-06-28

Cara Mengutip

Wulan, W. N. N., Suharyati, S., & Rosali, R. (2019). Analisis Pembelian Tidak Terencana pada Toko Online Shopee. Ekonomi Dan Bisnis, 6(1), 54–71. https://doi.org/10.35590/jeb.v6i1.830