Article Sidebar

Download
PDF HTML

Main Article Content

Abstract

This study aims to determine the effect of hedonic and utilitarian browsing on impulse buying in the Shopee marketplace, as well as the role of gender in moderating this influence. The population of this study includes the users of Shopee Pekanbaru City who are Generation Z. The research method used is descriptive quantitative, especially causal associative research. Primary data was collected through an online survey and analyzed using SEM-PLS through the WarpPLS version 7.0 application. The number of samples taken is 200 people aged 18-26 years in Pekanbaru City. The sampling technique used in this study is a non-probability sampling technique with a purposive sampling technique. The results showed that: 1) there was a positive and significant effect of hedonic browsing on impulse buying generation Z at Shopee Pekanbaru City, 2) there was a negative and insignificant effect of utilitarian browsing on impulse buying generation Z at Shopee in Pekanbaru City, 3) The gender variable has a positive and insignificant effect in moderating the effect of Hedonic Browsing on Online Impulse Buying in the Shopee marketplace in Generation Z in Pekanbaru City, 4) The gender variable has a positive and insignificant effect in moderating the influence of Utilitarian Browsing on Online Impulse Buying in the Shopee marketplace in Generation Z in Pekanbaru City.

Keywords

Hedonic Browsing Utilitarian Browsing Gender Impulse Buying Marketplace

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Akram, U., Hui, P., Khan, M. K., B, M. H., Qiu, Y., & Zhang, Y. (2018). Proceedings of the Eleventh International Conference on Management Science and Engineering Management (J. Xu, M. Gen, A. Hajiyev, & F. L. Cooke, Eds.; Vol. 2). Springer International Publishing. https://doi.org/10.1007/978-3-319-59280-0 Google Scholar
  2. Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis?: Ekonomi Bisnis & Manajemen, 10(2), 248–262. https://doi.org/10.37932/j.e.v10i2.132 Google Scholar
  3. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. Google Scholar
  4. Badan Pusat Statistik. (2021, January 21). Hasil Sensus Penduduk 2020. BPS - Statistics Indonesia. https://www.bps.go.id/pressrelease/2021/01/21/1854/hasil-sensus-penduduk-2020.html Google Scholar
  5. Bhakat, R. S., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3). https://doi.org/10.5539/ijms.v5n3p149 Google Scholar
  6. Budiman, S., Palupi, M., Haryono, T., & Udin, U. (2022). The Effect of Design Quality on Hedonic Search, Utilitarian Search and Impulse Buying in Distribution Market. Journal of Distribution Science, 20(5), 49–64. Google Scholar
  7. Chen, Y., Lu, Y., Gupta, S., & Pan, Z. (2019). Understanding “window” shopping and browsing experience on social shopping website. Information Technology & People, 33(4), 1124–1148. https://doi.org/10.1108/ITP-12-2017-0424 Google Scholar
  8. Darmawan, E. S. (2022, January 31). Hasil Riset Ipsos: Shopee jadi E-Commerce yang Paling Banyak Digunakan pada 2021. Kompas.Com. https://money.kompas.com/read/2022/01/31/204500426/hasil-riset-ipsos-shopee-jadi-e-commerce-yang-paling-banyak-digunakan-pada?page=all Google Scholar
  9. Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20–34. https://doi.org/10.1108/17505930910945714 Google Scholar
  10. Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research. Google Scholar
  11. F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128 Google Scholar
  12. Ferrand, A., & Vecchiatini, D. (2002). The effect of service performance and ski resort image on skiers’ satisfaction. European Journal of Sport Science, 2(2), 1–17. Google Scholar
  13. Ghozali, I. (2006). Aplikasi analisis multivariate dengan program SPSS. Google Scholar
  14. Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP. Google Scholar
  15. Hussain, I., & Sajjad, M. (2021). Impact Of Online Promotional Techniques On Online Impulse Buying Behavior: Strategies And Innovations For Consumer Products Through Ocean Model. Bulletin of Business and Economics (BBE), 10(4), 1–12. https://bbejournal.com/index.php/BBE/article/view/81 Google Scholar
  16. Imam, G. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS). Universitas Diponogoro: Semarang. Google Scholar
  17. Kharis, I. F. (2011). Studi Mengenai Impulse Buying Dalam Penjualan Online [Skripsi, Universitas Diponegoro]. https://repofeb.undip.ac.id/id/eprint/5487 Google Scholar
  18. Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7). Google Scholar
  19. Kumar, K., Tiwari, A., & Gupta, N. (2021). Studying consumer motivation towards de-shopping while purchasing high-end luxury and fashionable apparel. BIMTECH Business Perspective, 3(1), 1–12. Google Scholar
  20. Maghfiroh, A., & Riptiono, S. (2019). Analisis Pengaruh Variety Of Selection Terhadap E Impulse Buying Dengan Web Browsing Sebagai Mediasi (Studi Pada Konsumen Bukalapak Di Kabupaten Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 1(1), 25–38. https://doi.org/10.32639/jimmba.v1i1.389 Google Scholar
  21. Napitupulu, N. A., & Hidayat, Z. (2020). The Influence of Online Shopping Applications, Strategic Promotions, and Hedonist Habits on e-Shopaholic Behavior. 2020 International Conference on Information Management and Technology (ICIMTech), 922–927. https://doi.org/10.1109/ICIMTech50083.2020.9211181 Google Scholar
  22. Narimawati, U., Sarwono, J., Sos, S., Affandi, H. A., & Priadana, H. M. S. (2020). Ragam Analisis dalam Metode Penelitian: untuk Penulisan Skripsi, Tesis, & Disertasi. Penerbit Andi. Google Scholar
  23. Nielsen Consumer & Media View. (2016). Gen Z: Kosumen Potensial Masa Depan. Nielsen. https://www.nielsen.com/id/en/press-releases/2016/GEN-Z-KONSUMEN-POTENSIAl-MASA-DEPAN/ Google Scholar
  24. Nielsen, N. (2020). Konsumen Digital Menunjukkan Tren Positif. Nielsen . https://www.nielsen.com/id/id/press-releases/2020/konsumen-digital-menunjukkan-pertumbuhan-tren-positif/ Google Scholar
  25. Ozen, H., & Engizek, N. (2014). Shopping online without thinking: being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066 Google Scholar
  26. Paramitha, N. P. I. N., Sulhaini, S., & Saufi, A. (2022). The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace. International Journal of Multicultural and Multireligious Understanding, 9(2), 54. https://doi.org/10.18415/ijmmu.v9i2.3322 Google Scholar
  27. Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043 Google Scholar
  28. Renanita, T. (2017). Kecenderungan Pembelian Impulsif Online Ditinjau dari Penjelajahan Website Yang Bersifat Hedonis dan Jenis Kelamin pada Generasi Y. Jurnal Indigenous, 2(1), 1–6. Google Scholar
  29. Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology. Google Scholar
  30. Sinjaya, C., & Santoso, T. (2021). Pengaruh Product Attributes Dan Sales Promotion Terhadap Online Impulse Buying Dalam Produk Chatime Pada Generasi Z. Agora, 9(1). Google Scholar
  31. Suarmaja, I. B. K., Wardana, M., & Sukaatmadja, I. P. G. (2016). Pengaruh Atribut Produk Pakaian terhadap Web Browsing Hedonism dan Pembelian Implusif. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 5(2016), 4237–4270. Google Scholar
  32. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Alfabeta. Alfabeta. Google Scholar
  33. Suliyanto, S. (2018). Metode Penelitian Bisnis. Andi Publisher. Google Scholar
  34. Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001 Google Scholar
  35. 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 Google Scholar
  36. Wulandari, I. N., Mawardi, M. K., & Nuralam, I. P. (2018). Pengaruh Utilitarian Browsing Dan Hedonic Browsing Terhadap E-Impulse Buying. Jurnal Administrasi Bisnis (JAB), 60(2). Google Scholar
  37. Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267. Google Scholar
  38. Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010 Google Scholar
  39. Zulfikar, F. (2021, August 31). 10 Negara dengan Jumlah Penduduk Terbesar di Dunia, Indonesia Nomor Berapa? Detik Edu. https://www.detik.com/edu/detikpedia/d-5703755/10-negara-dengan-jumlah-penduduk-terbesar-di-dunia-indonesia-nomor-berapa Google Scholar