PENGARUH SHOPPING LIFESTYLE DAN SERVICE CONVENIENCE TERHADAP PERILAKU IMPULSE BUYING PENGGUNA E-COMMERCE POPULER DI INDONESIA STUDI KASUS PADA MASYARAKAT JAWA BARAT - Risma Rahatuningtyas, - (2023)
Perkembangan teknologi saat ini banyak mempengaruhi cara hidup dan perilaku masyarakat. Berkembangnya ekonomi digital membuka peluang munculnya berbagai E-Commerce di Indonesia. Banyaknya kemudahan yang diberikan dalam hal pelayanan, kecepatan internet, dan kemudahan akses tersebut meningkatkan pola konsumsi masyarakat dalam hal berbelanja secara online melalui E-Commerce. Perilaku konsumtif yang diiringi dengan keputusan pembelian secara mendadak dan spontan atau impulse buying dapat memberikan dampak negatif pada berbagai aspek terutama masalah keuangan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang dapat mempengaruhi perilaku masyarakat dalam hal impulse buying. Jenis metode pada penelitian ini adalah penelitian kuantitatif. Variabel penelitian terdiri dari variabel dependen yaitu shopping lifestyle (X1) dan service convenience (X2) serta variabel independen yaitu impulse buying (Y). Uji statistik dilakukan menggunakan SPSS 25 dimana uji dilakukan melalui beberapa tahapan diantaranya uji instrumen, uji asumsi klasik, hingga uji statistik. Penelitian ini dilakukan berdasarkan hasil dari penelitian terhadap 400 responden yang merupakan masyarakat Jawa Barat sebagai pengguna E-Commerce populer di Indonesia diantaranya Tokopedia, Shopee, Lazada, Bukalapak, dan Blibli. Hasil penelitian menunjukan bahwa pengguna E-Commerce banyak berasal dari kotakota besar yang didominasi oleh perempuan dengan usia yang masih muda dan produktif. Penelitian ini juga memperoleh hasil bahwa shopping lifetstyle tidak berpengaruh terhadap impulse buying dan service convenience berpengaruh terhadap impulse buying. Shopping lifestyle dan service convenience berpengaruh secara simultan sebesar 68,5% terhadap impulse buying. The current development of technology has influenced the way of life and behavior of society. The growth of digital economy has created opportunities for various E-Commerce platforms in Indonesia. The ease of service, internet speed, and accessibility has led to an increase in online shopping behavior through E-Commerce. This consumeristic behavior accompanied by sudden and spontaneous purchase decisions, or impulse buying, can have negative impacts on various aspects, especially financial problems. This research aims to analyze the factors that can influence consumer behavior in impulse buying. The research method used in this study is quantitative research. The research variables consist of dependent variables, which are shopping lifestyle (X1) and service convenience (X2), as well as an independent variable, which is impulse buying (Y). Statistical tests were performed using SPSS 25, where the tests were carried out through several stages including instrument testing, classical assumption testing, and statistical testing. This study was conducted based on the results of research on 400 respondents who were residents of West Java and users of popular E-Commerce platforms in Indonesia, including Tokopedia, Shopee, Lazada, Bukalapak, and Blibli. The results showed many E-Commerce users come from big cities and dominated by young and productive women. This study also found that shopping lifestyle has no influence on impulse buying, while service convenience has influence on impulse buying. Shopping lifestyle and service convenience simultaneously affect impulse buying by 68.5%