PENGARUH KUALITAS WEBSITE TERHADAP HEDONIC SHOPPING MOTIVATION DAN IMPULSE BUYING (Studi Kasus Mataharimall.com)
| Main Author: | Anggriani, Dwita |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2017
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/43107/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/43107/2/Bab%201.pdf http://eprints.umm.ac.id/43107/3/Bab%202.pdf http://eprints.umm.ac.id/43107/4/Bab%203.pdf http://eprints.umm.ac.id/43107/5/Bab%204.pdf http://eprints.umm.ac.id/43107/6/Bab%205.pdf http://eprints.umm.ac.id/43107/7/LAMPIRAN.pdf http://eprints.umm.ac.id/43107/ |
Daftar Isi:
- The growth of internet users in Indonesia is accompanied by the growth of online retail or e-commerce because shopping online is now a trend and lifestyle in the community. More and more online retail stores make competition in the online market more competitive. Companies are required not only to provide various kinds of products needed, but companies must also be able to provide good websites and attract consumers' attention. The author uses the WebQual 4.0 method to analyze the quality of the website based on the perception of the end user. Shopping activities cannot be separated from the underlying motivation, and one of the motivations is hedonic motivation which is the motivation to shop for mere pleasure. When someone shops hedonic, without realizing he will do an impulse buying or unplanned purchase. Hedonic motivation and impulse buying attitudes are consumer behavior that greatly benefits the company. The purpose of this study was to see the effect of website quality on motivation hedonic and the attitude of impulse buying on MatahariMall.com website. This study uses quantitative methods by distributing questionnaires to 100 MatahariMall.com customers. Data analysis using the Structural Equation Model (SEM) with the SmartPLS 3 statistical test tool. The results of the data analysis concluded that there was significant influence between the quality of the website on hedonic shopping motivation and impulse buying.