PERAN KARTU KREDIT DAN PROMOSI PENJUALAN DALAM MEMODERASI PENGARUH KUALITAS WEBSITE TERHADAP IMPULSIVE BUYING
| Main Authors: | Ningsih, Nova Widya, Nandya Oktora Panasea, I Gede |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
|
| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/86108 https://ojs.unud.ac.id/index.php/eeb/article/view/86108/50371 |
Daftar Isi:
- Shopee is the second largest e-commerce in Indonesia. This increasingly easy buying and selling process affects the occurrence of impulse buying. Purchases made without a plan before the purchase process is carried out are called impulsive buying. There are various variables behind impulsive buying, including the quality of the website which is influenced by the use of credit cards and sales promotions. This study was conducted to examine the role of credit card use and sales promotion in moderating the influence of website quality on impulsive buying. 110 Shopee website users in Denpasar City were involved in this study. This study was analyzed with the Partial Least Square (PLS) approach, and resulted that the quality of the website had a positive on impulsive buying, the use of credit cards had a positive on impulsive buying, sales promotions had a positive on impulsive buying, credit card use does not significantly strengthen the influence of website quality on impulsive buying, and sales promotions do not significantly strengthen the influence of website quality on impulsive buying. The implication of this research is as a solution recommendation to Shopee in increasing impulsive buying behavior by improving website quality, using credit cards, and selling promotions.
- Shopee merupakan e-commerce terbesar kedua di Indonesia. Proses jual beli yang kian mudah ini mempengaruhi terjadinya pembelian impulsif. Pembelian yang dilakukan tanpa adanya rencana sebelum proses pembelian dilakukan disebut dengan impulsive buying. Terdapat berbagai variabel yang melatar belakangi pembelian secara impulsif, diantaranya yakni kualitas website yang dipengaruhi oleh penggunaan kartu kredit dan promosi penjualan. Penelitian ini dilakukan untuk melihat peran penggunaan kartu kredit dan promosi penjualan dalam memoderasi pengaruh kualitas website terhadap impulsive buying. 110 orang pengguna website Shopee di Kota Denpasar dilibatkan dalam penelitian ini. Penelitian ini dianalisis dengan pendekatan Partial Least Square (PLS), serta menghasilkan bahwa kualitas situs web berpengaruh positif terhadap impulsive buying, penggunaan kartu kredit berpengaruh positif terhadap impulsive buying, promosi penjualan berpengaruh positif terhadap impulsive buying, penggunaan kartu kredit tidak secara signifikan memperkuat pengaruh kualitas situs web terhadap impulsive buying, dan promosi penjualan tidak secara signifikan memperkuat pengaruh kualitas website terhadap impulsive buying. Implikasi dalam penelitian ini adalah sebagai rekomendasi solusi pada Shopee dalam meningkatkan perilaku pembelian secara impulsif dengan peningkatan kualitas situs web, penggunaan kartu kredit, dan promosi penjualan.