PENGARUH ATRIBUT PRODUK TERHADAP E-IMPULSE BUYING DENGAN UWB DAN HWB SEBAGAI MEDIASI DALAM BELANJA ONLINE (Studi Empiris pada Siswa SMA Yappenda Jakarta)
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Institusion

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Author

Nur Harnimurni, Dellavianti

Subject

Manajemen Pemasaran 

Datestamp

2021-12-21 07:32:05 

Abstract :
ABSTRAK Penelitian ini bertujuan untuk menguji apakah ada pengaruh Atribut Produk terhadap E-impulse Buying dengan dimediasi Utilitarian Web Browsing dan Hedonic Web Browsing dalam belanja online pada Siswa di SMA Yappenda Jakarta. Penelitian ini menggunakan pendekatan kuantitatif, yang diukur dengan menggunakan Path Analysis dengan SmartPLS 3.0 Populasi dari penelitian ini adalah Siswa yang berada di sekolah SMA Yappenda Jakarta. Sampel ditentukan berdasarkan metoda purpose sampling, dengan jumlah sampel sebanyak 100 responden. Data yang digunakan dalam penelitian ini berupa data sekunder. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian membuktikan bahwa variety of selection dan price attribute berpengaruh langsung terhadap utilitarian web browsing, sedangkan sensory attribute tidak berpengaruh langsung terhadap utilitarian web browsing. Variety of selection dan sensory attribute berpengaruh langsung terhadap hedonic web browsing sedangkan price attribute tidak berpengaruh langsung terhadap hedonic web browsing. Utilitarian Web Browsing tidak berpengaruh langsung terhadap e-impulse buying, Hedonic Web Browsing berpengaruh langsung terhadap e-impulse buying. Utilitarian web browsing tidak memediasi pengaruh Atribut produk (Variety of selection, price attribute dan sensory attribute) terhadap e-impulse buying. Hedonic web browsing memediasi pengaruh Variety of selection dan sesory attribute terhadap e-impulse buying. Hedonic web browsing tidak memediasi pengaruh Price attribute terhadap e-impulse buying. Kata Kunci : Atribute Produk, Virus Belanja, Belanja Online ABSTRACT This study aims to examine whether there is an effect of Product Attributes on E-impulse Buying by mediating Utilitarian Web Browsing and Hedonic Web Browsing in online shopping for Students and Students at Yappenda High School Jakarta. This research uses a quantitative approach, which is measured by using Path Analysis SmartPLS 3.0. The population of this study is students who are in Yappenda High School Jakarta. The sample is determined based on the purpose sampling method, with a total sample of 100 respondents. The data used in this study are secondary data. Data collection techniques using a questionnaire The results of the study prove that the variety of selection and price attributes directly influence the utilitarian web browsing, while the sensory attribute does not directly affect the utilitarian web browsing. Variety of selection and sensory attribute directly affect hedonic web browsing while the price attribute does not directly affect hedonic web browsing. Utilitarian Web Browsing has no direct effect on e-impulse buying, Hedonic Web Browsing has a direct effect on e-impulse buying. Utilitarian web browsing does not mediate the effect of product attributes (Variety of selection, price attributes and sensory attributes) on e-impulse buying. Hedonic web browsing mediates the effect of Variety of selection and sesory attribute on e-impulse buying. Hedonic web browsing does not mediate the effect of Price attribute on e-impulse buying. Keywords: Product Attribute, Virus Shopping, Online Shopping 

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COVER.pdf
BAB 1.pdf
BAB 2.pdf
BAB 3.pdf
BAB 4.pdf
BAB 5.pdf