Analisis Antusiasme Belanja Online melalui Sales Promotion, E-commerce Shopping Motivation, dan Lifestyle Shopping dengan Consumptive Behaviour sebagai Variabel Intervening (Study pada Pengguna E-commerce Shopee di Kota Surabaya)
DOI:
https://doi.org/10.37385/msej.v4i6.2010Keywords:
Antusiasme Belanja Online, Sales Promotion, E-commerce Shopping Motivation, Shopping Lifestyle, Consumptive BehaviourAbstract
Perkembangan bisnis digital yang begitu pesat telah merubah perilaku belanja masyarakat yang semula offline menjadi online. Tingkat belanja online masyarakat Indonesia di e-commerce menduduki peringkat satu dunia yang menandai bahwa antusiasme belanja online juga tinggi. Oleh karena itu, penelitian ini bertujuan menganalisis secara mendalam antusiasme belanja online melalui sales promotion, e-commerce shopping motivation, dan shopping lifestyle dengan consumptive behaviour sebagai variabel intervening. Populasi penelitian ini adalah pengguna Shopee di Surabaya dengan sampel sebanyak 130. Teknik pengambilan sampel dengan teknik probability sampling dengan metode purposive sampling. Analisis data menggunakan regresi linear berganda melalui smart PLS 4.0. Hasil penelitian adalah sales promotion dan e-commerce shopping motivation berpengaruh tidak signifikan terhadap consumptive behaviour; shopping lifestyle berpengaruh signifikan terhadap consumptive behaviour; consumptive behaviour, e-commerce shopping motivation, dan shopping lifestyle bepengaruh signifikan terhadap antusiasme belanja online; sales promotion berpengaruh tidak signifikan terhadap antusiasme belanja online; sales promotion dan e-commerce shopping motivation berpengaruh tidak signifikan terhadap antusiasme belanja online melalui consumptive behaviour; shopping lifestyle berpengaruh signifikan terhadap antsuaisme belanja online melalui consumptive behaviour.
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