Peran Ketersediaan Uang dalam Memoderasi Pengaruh Motivasi Hedonis dan Motivasi Utilitarian terhadap Pembelian Impulsif Pada E-Commerce

Authors

  • Fitri Handayani Fakultas Ekonomi, Universitas Negeri Jakarta
  • Ryna Parlyna Fakultas Ekonomi, Universitas Negeri Jakarta
  • Muhammad Yusuf Fakultas Ekonomi, Universitas Negeri Jakarta

Keywords:

Motivasi Hedonis, Motivasi Utilitarian, Ketersediaan Uang, Pembelian Impulsif

Abstract

This study aims to examine the effect of hedonic motivation and utilitarian motivation on impulsive buying, and to find out whether the availability of money as a moderating variable strengthens the effect of hedonic motivation on impulsive buying in e-commerce. This research was conducted in the Greater Jakarta area. For four months starting from September 2020 to January 2021. The research method used is a survey method with the population used is e-commerce consumers in the Greater Jakarta area. The sampling technique used was purposive sampling of 200 respondents. While the analysis technique of this research uses simple linear regression. The results of this study indicate that: There is a positive and significant influence between hedonic motivation on impulsive buying. In addition, there is a positive and significant influence between utilitarian motivation on impulsive buying, and the role of money availability as a moderating variable to strengthen the relationship between hedonic motivation and impulsive buying.

Penelitian ini bertujuan untuk menguji pengaruh motivasi hedonis dan motivasi utilitarian terhadap pembelian impulsif, serta mengetahui apakah ketersediaan uang sebagai variabel moderasi memperkuat pengaruh motivasi hedonis terhadap pembelian impulsif pada e-commerce. Penelitian ini dilakukan di wilayah Jabodetabek. Selama empat bulan terhitung sejak bulan September 2020 sampai dengan Januari 2021. Metode penelitian yang digunakan adalah metode survei dengan populasi yang digunakan adalah konsumen e-commerce di wilayah Jabodetabek. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebanyak 200 responden. Sedangkan teknik analisis penelitian ini menggunakan regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa: Terdapat pengaruh yang positif dan signifikan antara motivasi hedonis terhadap pembelian impulsif. Selain itu terdapat pengaruh yang positif dan signifikan antara motivasi utilitarian terhadap pembelian impulsif, serta peran ketersediaan uang sebagai variabel moderasi memperkuat hubungan antara motivasi hedonis terhadap pembelian impulsif.

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Published

2021-05-25

How to Cite

Fitri Handayani, Parlyna, R., & Yusuf, M. . (2021). Peran Ketersediaan Uang dalam Memoderasi Pengaruh Motivasi Hedonis dan Motivasi Utilitarian terhadap Pembelian Impulsif Pada E-Commerce. Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 2(1), 1-16. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/161

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