Electronic Theses and Dissertation

Salah satu jalur pembelian online adalah melalui m-commerce. Dalam pembahasan tentang perilaku konsumen untuk melakukan pembelian, terdapat banyak pengaruh yang mendasari seseorang dalam mengambil keputusan pembelian. Teori motivasi telah menjadi rujukan banyak peneliti untuk memahami dan mengetahui motivasi pengguna dan respons yang terjadi pada stimulus (rangsangan) yang beragam. Penelitian ini dilakukan pada konsumen yang pernah melakukan pembelian menggunakan m-commerce di Indonesia. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh interpersonal influence, daya tarik visual, dan portabilitas terhadap dorongan membeli secara impulsif dan dorongan membeli secara impulsif yang dimediasi hedonic browsing. Teknik analisis data yang digunakan adalah SEM (Structural Equation Modelling) menggunakan program AMOS 23. Hasil pengujian menunjukkan bahwa interpersonal influence berpengaruh signifikan terhadap dorongan membeli secara impulsif, daya tarik visual berpengaruh signifikan terhadap dorongan membeli secara impulsif, portabilitas berpengaruh signifikan terhadap dorongan membeli secara impulsif, interpersonal influence berpengaruh signifikan terhadap hedonic browsing, daya tarik visual berpengaruh signifikan terhadap hedonic browsing, portabilitas berpengaruh signifikan terhadap hedonic browsing, hedonic browsing berpengaruh signifikan terhadap dorongan membeli secara impulsif, hedonic browsing memediasi pengaruh interpersonal influence terhadap dorongan membeli secara impulsif, hedonic browsing memediasi pengaruh daya tarik visual terhadap dorongan membeli secara impulsif, dan hedonic browsing memediasi pengaruh portabilitas terhadap dorongan membeli secara impulsif.

Kata kunci: Dorongan Membeli secara Impulsif, Hedonic Browsing, Daya Tarik
Visual, Portabilitas, M-Commerce, Structural Equation Modelling

In the discussion of consumer behavior to make a purchase, many influences underlie a person in making purchasing decisions. The theory of motivation has become a reference for many researchers to understand and know the motivation of users and the responses that occur to various stimuli. This research was conducted on consumers who have made purchases using m-commerce in Indonesia. The purpose is to analyze the correlation between interpersonal influence, visual appeal, and portability, with the urge to buy impulsively and urge to buy impulsively through hedonic browsing. The data was analyzed using Structural Equation Modelling. The results show that interpersonal influence has a significant effect on urge to buy impulsively, visual appeal has a significant effect on urge to buy impulsively, portability has a significant effect on the urge to buy impulsively, interpersonal influence has a significant effect on hedonic browsing, visual appeal has a significant effect on hedonic browsing, portability has a significant effect on hedonic browsing, hedonic browsing has a significant effect on the urge to buy impulsively, hedonic browsing mediates the influence of interpersonal influence on urge to buy impulsively, hedonic browsing mediates the effect of visual appeal on urge to buy impulsively, and hedonic browsing mediates the effect of portability on the urge to buy impulsively. Keywords: Urge to Buy Impulsively, Visual Appeal, Portability, Interpersonal Influence, Hedonic Browsing