Perbandingan Perilaku Impulsive Buying Pada Marketplace Tokopedia dan Shopee

EKOMA Jurnal Ekonomi Manajemen Akuntansi, Journal Year: 2025, Volume and Issue: 4(3), P. 5085 - 5096

Published: March 5, 2025

Perkembangan digital yang pesat di Indonesia telah mengubah perilaku belanja konsumen, khususnya pada platform e-commerce seperti Shopee dan Tokopedia. Persaingan ketat industri ini mengakibatkan Tokopedia mengalami penurunan kunjungan, sementara justru peningkatan. Penelitian bertujuan untuk mengetahui perbandingan impulsive antara marketplace Metode digunakan adalah survei dengan pendekatan kuantitatif. Data diperoleh melalui 210 pengguna aktif kedua dianalisis menggunakan uji Mann-Whitney. Hasil penelitian menunjukkan terdapat perbedaan signifikan dalam impulsif Tokopedia, mana cenderung lebih sering melakukan pembelian impulsif. unggul dimensi website stimuli juga marketing stimuli, affective kesetaraan platform.

Unveiling the dynamics that shape online impulse buying behavior

Journal of Research in Interactive Marketing, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 26, 2024

Purpose This study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus hedonic motivation as mediating variable. Design/methodology/approach A survey was conducted 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR Chandigarh. The current analysis validates conceptual framework using partial least squares structural equation modeling (PLS-SEM) methodology. Findings results indicate that have favorable both behavior. Additionally, mediates relationship between deals, Originality/value study’s originality stems its novel application SDT effects buying. By exploring role motivation, it sheds new light psychological dynamics consumer

Language: Английский

Marketing Stimuli and Impulse Buying: The Role of Traits, Reviews and Motives

Journal of Promotion Management, Journal Year: 2024, Volume and Issue: 31(1), P. 96 - 124

Published: Nov. 21, 2024

Language: Английский