PENGARUH PSIKOLOGIS SOSIAL KONTEKSTUAL DAN DIGITAL TERHADAP IMPULSIVE BUYING PADA SHOPEE
DOI:
https://doi.org/10.51977/59p0j105Keywords:
Impulsive Buying, Psikologis, Sosial, Kontekstual, DigitalAbstract
Dalam era digital yang berkembang pesat, e-commerce menawarkan berbagai kemudahan yang dapat memicu pembelian tanpa perencanaan. Psikologis, yang mencakup faktor emosi, mood dan kepribadian dianggap berperan dalam impulsive buying. Selain itu, dimensi sosial melalui pengaruh teman, keluarga dan influencer mempengaruhi keputusan pembelian melalui norma sosial dan bukti sosial. Kontekstual termasuk penawaran waktu terbatas dan kondisi pribadi konsumen seperti stress atau bosan, berpotensi mendorong keputusan pembelian impulsif. Dimensi digital yang mencakup fitur personalisasi, notifikasi real-time dan desain antarmuka juga berkontribusi dalam impulsive buying melalui teknologi yang memudahkan proses belanja. Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linier berganda. Sampel penelitian terdiri dari 85 responden. Hasil penelitian menunjukkan bahwa keempat variabel (psikologis, sosial, kontekstual, dan digital) secara signifikan mempengaruhi perilaku impulsive buying pada Shopee, dengan variabel kontekstual dan digital memiliki pengaruh terbesar. Penelitian ini memberikan implikasi praktis bagi pengembangan strategi pemasaran di e-commerce, khususnya dalam meningkatkan efektivitas promosi yang dapat merespon kecenderungan impulsif konsumen di era digital. Penelitian ini diharapkan dapat berkontribusi dalam literatur perilaku konsumen terkait impulsive buying serta membantu platform e-commerce dalam menyusun strategi yang dapat meningkatkan pengalaman berbelanja konsumen.
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