Analisis Pembelian Tidak Terencana pada Toko Online Shopee

Abstract

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 ecommerce business in online stores in Indonesia requires a strategy. Shopee is an ecommerce 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.

Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z

“…Menurut Wulan et al, (2019) mengatakan bahwa saat ini kebiasaan berbelanja sudah menjadi lifestyle untuk memuaskan emosional dan bukan lagi untuk memenuhi kebutuhan, sehingga menyebabkan perubahan perilaku dari yang semula orang berbelanja dengan terencana menjadi berbelanja dengan tidak terencana bahkan secara spontan. Kebiasaan tersebut ada karena banyaknya faktor yang berkembang melalui lifestyle salah satunya gaya hidup yang biasa dibilang hedonisme, dan gaya hidup matrealisme.…”

The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers

“…Unplanned purchases, one of which in e-commerce, occur a lot because they are supported by stimuli such as promotions, purchase guarantees, and convenience (Wulan, Suharyati, & Rosali, 2019). The Shopee online platform with the highest number of active users is due to this application because it has an attractive appearance and is easy to use.…”

“…The Shopee online platform with the highest number of active users is due to this application because it has an attractive appearance and is easy to use. Supported by Wulan et al (2019) research results, Shopee has provided features that are comfortable to use, attractive, and make it easier for customers to shop online to trigger impulsive buying. In line with Mark's research results plus the 2020 range of offers and the convenience of the online shopping experience, Shopee became a major platform and a strategy to strengthen businesses in the digital realm or online.…”

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

“…One of the manufacturers or online stores that have entered to market their products through the internet is Shopee which has the name of the website www.Shopee.co.id. Shopee is also called by the name Shopee Indonesia or Shopee.co.id (Miftahul et al, 2020;Wulan et al, 2019). Shopee is like an online mall.…”