IMPULSIVE BUYING: KAJIAN PROMOSI PENJUALAN, GAYA HIDUP, DAN NORMA SUBYEKTIF PADA MARKETPLACE DI YOGYAKARTA
DOI:
https://doi.org/10.21009/JRMSI.012.2.03Keywords:
Key word: subjective norms, sales promotion, impulsive buyingAbstract
Norma subjektif, gaya hidup, promosi penjualan, dan pembelian impulsif dikaji dalam penelitian ini. Responden di Yogyakarta berjumlah 100 siswa untuk pengumpulan data menggunakan metode survei. Peneliti menganalisis data menggunakan analisis SEM dengan aplikasi PLS. Reliabilitas komposit, validitas diskriminan, dan validitas konvergen adalah tiga kriteria yang dievaluasi sebagai indikator reflektif sebagai evaluasi model luar (model pengukuran). Validitas seluruh konstruk dapat ditunjukkan pada hasil discriminant validity dan convergent validity dimana composite reliability menunjukkan bahwa semua konstruk memiliki nilai composite relaibity > 0.70 dan nilai outer loading dan nilai AVE > 0.70. Jika tidak, tidak semuanya terbukti dari ketiga hipotesis yang diajukan. Dalam penelitian ini, pembelian impulsif dipengaruhi secara signifikan oleh promosi penjualan dan gaya hidup, tetapi norma subjektif tidak terbukti sebagai moderator.
References
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Marhaini. (2008). Analisis Perilaku Konsumen Dalam Pembelian Komputer Merek Acer (Studi Kasus: Mahasiswa Fakultas Ekonomi Univewrsitas Sumater Utara). Jurnal Manajemen Bisnis, 1(3), 89–96.
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Mowen, J. C., & Minor, M. (2001). Perilaku Konsumen (5th ed.). Erlangga.
Munawaroh, N. A., & Rohman, F. (2014). Anteseden Pembelian Impulsif Produk Fashion oleh Pria (Studi pada Toko Ritel Fashion di Jakarta). Jurnal Aplikasi Manajemen, 12(2), 340–350.
Negara, D. J., & Dharmmesta, B. S. (2003). NORMATIVE MODERATORS OF IMPULSE BUYING BEHAVIOR. Gadjah Mada International Journal of Business, 5(1), 1. https://doi.org/10.22146/gamaijb.5394
Pramesty, D. W., & Simanjuntak, M. (2020). Konsep Diri, Gaya Hidup, Strategi Pemasaran, Dan Pembelian Impulsif Antargenerasi. Jurnal Ilmu Keluarga & Konsumen, 13(1), 87–98. https://doi.org/10.24156/jikk.2020.13.1.87
Prasetijo, R., & Ihalauw, J. (2004). Perilaku Konsumen. Andi Offset.
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Consumers’ awareness and consumption intention towards green foods.
Rook, D., & Fisher, R. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22, 305–313. https://doi.org/10.1086/209452
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Saleki, Z. S., & Seyedsaleki, S. M. (2012). The main factors influencing purchase behaviour of organic products in Malaysia. Interdisiplinary Journal of Contemporary Research in Business, 4, 98–116.
Salisbury, Chin, Gopal, & Newsted. (2002). Research report: Better theory through measurement-developing a scale to capture consensus on appropriation. Information System Research, 13, 91-103.
Salleh, M., Ali, S. M., Harun, E., Jalil, M. A., & Shaharudin, M. R. (2010). Consumer’s perception and purchase intentions towards organic food products: Exploring attitude among academician. Canadian Social Science, 6, 119–129.
Sari, A. E. (2014). Analisis Faktor yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 13(1), 55–73. https://doi.org/10.14710/jspi.v13i1.55-73
Shahjehan, Quresi, Zeb, & Saifullah. (2012). The effect of personality on impulsive and compulsive buying behaviors. AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 6(6). https://doi.org/10.5897/AJBM11.2275
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Supranto, J., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran untuk Memenangkan Persaingan Bisnis. Mitra Wacana Media.
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346. https://doi.org/10.1086/208562
Tinne, W. S. (2011a). Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh. ASA University Review, 5(1), 209–220.
Tinne, W. S. (2011b). Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh. 5(1), 12.
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Veal, A. (1993). The Concept of Lifestyle: A Review. Leisure Studies - LEIS STUD, 12(4), 233–252. https://doi.org/10.1080/02614369300390231
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
Zahara, R. (2019). Pengaruh sales promotion terhadap impulse buying konsumen. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 39–44. https://doi.org/10.36407/jmsab.v2i1.46
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior1. Journal of Applied Social Psychology, 32(4), 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Ajzen, I., Fishbein, M., Lohmann, S., & Albarracin, D. (2018). The Influence of Attitudes on Behavior.
Amran, A., & Nee, G. Y. (2012). Determinants of Behavioural Intention on Sustainable Food Consumption Among Consumers of Low Income Group: Empirical Evidence From Malaysia. WEI International European Academic Conference Proceedings, Zagreb, Croatia, 10.
Assael, H. (1998). Consumer Behavior and Marketing Action (6th ed.). South-Western College Publishing.
Ayobandung.com. (2020). Platform Belanja Online Paling Populer Selama Pandemi. Ayobandung.Com. https://ayobandung.com/read/2020/11/22/155590/survei-populix-ini-3-platform-belanja-online-paling-populer-selama-pandemi
Azzura, S. N. (2019). Transaksi E-Commerce Indonesia Diprediksi Capai Rp913 Triliun di 2022. Merdeka.Com. https://www.merdeka.com/uang/transaksi-e-commerce-indonesia-diprediksi-capai-rp-913-triliun-di-2022.html
Bhakat, R., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5. https://doi.org/10.5539/ijms.v5n3p149
Chin. (1995). Partial least square is to LISREL as principal components analysis is to common factor analysis. Technology Studies, 2, 315–319.
Chin, Gopal, & Salinsbury. (1997). Advancing the theory of adaptive structuration: The development of a scale to measure faithfulness of appropriation. Information System Research, 8, 342–367.
Cooper, D.R., & Schindler, P.S. (2006). Business Research Methods (9 ed). Irwin.
Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research, 39(3), 52–58.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2003). Perilaku Konsumen. Binarupan Aksara.
Eysenck, S. B. G., Pearson, P. R., Easting, G., & Allsopp, J. F. (1985). Age Norms for Impulsiveness, Venturesomeness and Empathy in Adults. Personality and Individual Differences, 6(5), 613–619. https://doi.org/10.1016/0191-8869(85)90011-X
Fenton-O’Creevy, M., Dibb, S., & Furnham, A. (2018). Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self-regulation? Psychology & Marketing, 35, 175–188. https://doi.org/10.1002/mar.21078
First Komen, I., & Brozina, S. (2009). Cultural influences on motives for organic food consumption. Euromed Journal of Business, 4, 185–199. https://doi.org/10.1108/14502190910976538
Hair, Lack, Babin, Anderson, & Tatham. (2008). Multivariate Data Analysis. Pearson Prentice Hall.
Ham, M., Stanić, M., & Freimann, A. (2015). The role of subjective norms in forming the intention to purchase green food. Economic Research-Ekonomska Istraživanja, 28, 738–748. https://doi.org/10.1080/1331677X.2015.1083875
Hartono, J.M. (2008). Metodologi Penelitian Sistem Informasi. Andi Offset.
Hendrawan, D., & Nugroho, D. A. (2018). Influence of personality on impulsive buying behaviour among Indonesian young consumers. International Journal of Trade and Global Markets, 11(1/2), 31. https://doi.org/10.1504/IJTGM.2018.092489
Hoch, S. J., & Loewenstein, G. F. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17(4), 492. https://doi.org/10.1086/208573
Indriantoro, N., & Supomo, B. (2002). Metodologi Penelitian Bisnis Untuk Akuntansi dan Manajemen (1st ed.). BPFE.
Jogiyanto. (2011). Konsep dan Aplikasi Structural equation Modeling.
Kim, M.-S., & Hunter, J. E. (1993). Relationships Among Attitudes, Behavioral Intentions, and Behavior: A Meta-Analysis of Past Research. Communication Research, 20(3), 331–364. https://doi.org/10.1177/009365093020003001
Kotler, P., & Amstrong, G. (2012). Principles Of Marketing (14th ed.). Prentice-Hall Published.
Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice-Hall International, Inc.
Madhavaram, & Laverie. (2004a). Exploring impulse purchasing on the internet. Advances in Consumer Research, 31.
Madhavaram, S., & Laverie, D. (2004b). Exploring Impulse Purchasing on the Internet. Advances in Consumer Research, 31.
Marhaini. (2008). Analisis Perilaku Konsumen Dalam Pembelian Komputer Merek Acer (Studi Kasus: Mahasiswa Fakultas Ekonomi Univewrsitas Sumater Utara). Jurnal Manajemen Bisnis, 1(3), 89–96.
Michaelidou, N., & Hassan, L. (2008). The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions Towards Organic Food. International Journal of Consumer Studies, 32. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Mowen, J. C., & Minor, M. (2001). Perilaku Konsumen (5th ed.). Erlangga.
Munawaroh, N. A., & Rohman, F. (2014). Anteseden Pembelian Impulsif Produk Fashion oleh Pria (Studi pada Toko Ritel Fashion di Jakarta). Jurnal Aplikasi Manajemen, 12(2), 340–350.
Negara, D. J., & Dharmmesta, B. S. (2003). NORMATIVE MODERATORS OF IMPULSE BUYING BEHAVIOR. Gadjah Mada International Journal of Business, 5(1), 1. https://doi.org/10.22146/gamaijb.5394
Pramesty, D. W., & Simanjuntak, M. (2020). Konsep Diri, Gaya Hidup, Strategi Pemasaran, Dan Pembelian Impulsif Antargenerasi. Jurnal Ilmu Keluarga & Konsumen, 13(1), 87–98. https://doi.org/10.24156/jikk.2020.13.1.87
Prasetijo, R., & Ihalauw, J. (2004). Perilaku Konsumen. Andi Offset.
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Consumers’ awareness and consumption intention towards green foods.
Rook, D., & Fisher, R. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22, 305–313. https://doi.org/10.1086/209452
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Saleki, Z. S., & Seyedsaleki, S. M. (2012). The main factors influencing purchase behaviour of organic products in Malaysia. Interdisiplinary Journal of Contemporary Research in Business, 4, 98–116.
Salisbury, Chin, Gopal, & Newsted. (2002). Research report: Better theory through measurement-developing a scale to capture consensus on appropriation. Information System Research, 13, 91-103.
Salleh, M., Ali, S. M., Harun, E., Jalil, M. A., & Shaharudin, M. R. (2010). Consumer’s perception and purchase intentions towards organic food products: Exploring attitude among academician. Canadian Social Science, 6, 119–129.
Sari, A. E. (2014). Analisis Faktor yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 13(1), 55–73. https://doi.org/10.14710/jspi.v13i1.55-73
Shahjehan, Quresi, Zeb, & Saifullah. (2012). The effect of personality on impulsive and compulsive buying behaviors. AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 6(6). https://doi.org/10.5897/AJBM11.2275
Solomon, M. R. (2009). Consumer Behavior in Fashion (2nd ed.). Prentice Hall.
Supranto, J., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran untuk Memenangkan Persaingan Bisnis. Mitra Wacana Media.
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346. https://doi.org/10.1086/208562
Tinne, W. S. (2011a). Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh. ASA University Review, 5(1), 209–220.
Tinne, W. S. (2011b). Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh. 5(1), 12.
Utami, C. W. (2006). Manajemen ritel: Strategi dan Implementasi Ritel Modern. Salemba Empat.
Veal, A. (1993). The Concept of Lifestyle: A Review. Leisure Studies - LEIS STUD, 12(4), 233–252. https://doi.org/10.1080/02614369300390231
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
Zahara, R. (2019). Pengaruh sales promotion terhadap impulse buying konsumen. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 39–44. https://doi.org/10.36407/jmsab.v2i1.46
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2021-09-01
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Uswatun Chasanah, & Muhammad Mathori. (2021). IMPULSIVE BUYING: KAJIAN PROMOSI PENJUALAN, GAYA HIDUP, DAN NORMA SUBYEKTIF PADA MARKETPLACE DI YOGYAKARTA. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 12(2), 231–255. https://doi.org/10.21009/JRMSI.012.2.03
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