Online promotion dan shopping motivation: apakah berpengaruh terhadap compulsive buying?

Jurnal Ekonomi Modernisasi Pub Date : 2021-10-30 DOI:10.21067/jem.v17i3.5898

Widiastuti Arini, Putri Tiara Jessica, Tiffany Yuanita, P. A. Manaf

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Abstract

During the COVID-19 pandemic, all people in Indonesia must limit social interaction. In addition, this social restriction rule requires shopping centers to close, making consumers have to switch to making purchases online. This study aims to measure the most fit overall interaction relationship between the characteristics of shopping motivation and online promotion on compulsive buying. Primary data was obtained from a questionnaire that was filled out online by 246 respondents domiciled in Jabodetabek who met the requirements, namely buying clothes in April-July 2020. The data were analyzed using the F test and beta-beta coefficient test to determine the suitability and influence of each aspect. The test results show that hedonic shopping motivation has no suitability and is not influenced by online promotion of compulsive buying. The three dimensions of shopping motivation have compatibility and are directly influenced by online promotion, namely utilitarian motivation, peer influence, and social comparison. The three dimensions of motivation are influenced by online promotion, the dimensions of the discount size and time restriction. Based on this, the discount size and time restriction promotion methods are the most effective online promotion strategies to attract buyers.

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网上促销与购物动机:强迫性购物?

在2019冠状病毒病大流行期间，印度尼西亚所有人都必须限制社交活动。此外，这一社会限制规则要求购物中心关闭，使消费者不得不转向网上购物。本研究旨在衡量购物动机特征与强迫性购买线上促销之间最合适的整体互动关系。主要数据来自一份在线填写的问卷，该问卷由246名居住在Jabodetabek的受访者填写，他们符合要求，即在2020年4月至7月购买衣服。采用F检验和β - β系数检验对数据进行分析，确定各方面的适宜性和影响程度。测试结果表明，享乐性购物动机不具有适宜性，且不受网络强迫性购物促销的影响。购物动机的三个维度具有兼容性并直接受到网络促销的影响，即功利动机、同伴影响和社会比较。动机的三个维度分别受到网络促销、折扣大小和时间限制三个维度的影响。基于此，折扣大小和限时促销方式是最有效的吸引买家的在线促销策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Jurnal Ekonomi Modernisasi

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审稿时长

6 weeks