Pengaruh Promosi, E-Store Atmosphere, Kualitas Produk, dan Perceived Risk pada Keputusan Impulse Buying (Studi pada Pengguna E-Marketplace)

Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh promosi, e-store atmosphere, kualitas produk, dan perceived risk pada keputusan impulse buying. Penelitian ini merupakan penelitian deskriptif eksplanatif dengan menggunakan pendekatan kuantitatif. Penelitian ini melibatkan 200 responden pengguna e-marketplace yang dipilih menggunakan teknik purposive sampling. Teknik pengumpulan data menggunakan instrumen survey/kuesioner. Dari hasil analisis regresi linier berganda ditemukan bahwa promosi, estore atmosphere, perceived risk berpengaruh pada keputusan impulse buying. Namun, kualitas produk tidak berpengaruh pada keputusan impulse buying.

This study aims to examine the effect of promotion, e-store atmosphere, product quality, and perceived risk on impulse buying decisions. This research is an explanatory study using a quantitative approach. This study involved 200 respondents of e-marketplace users who were selected by using a purposive sampling technique. Survey instrument was applied to collect the required data. The result of multiple linear regression analysis indicates that promotion, estore atmosphere, and perceived risk affect the impulse buying decision. In contrast, product quality has no effect on impulse buying decisions.