Perilaku Belanja Impulsif Secara Online

Authors

  • Ni Luh Putu Erma Mertaningrum Universitas Udayana
  • I Gusti Ayu Ketut Giantari Universitas Udayana
  • Ni Wayan Ekawati Universitas Udayana
  • Putu Yudi Setiawan Universitas Udayana

DOI:

https://doi.org/10.23887/jish.v12i3.70463

Keywords:

Perilaku Impulsif, Konsumen, Belanja Online, Hedonis

Abstract

Penelitian ini bertujuan untuk melakukan identifikasi studi-studi terdahulu atau literatur tentang perilaku belanja impulsif yang dilakukan secara online. Penelitian ini menggunakan metode kualitatif melalui narrative literature review. Adapun literatur yang digunakan berbasis data Scopus dengan rentang waktu terbit pada tahun 2019 hingga 2023. Pengumpulan data dilakukan dengan menyaring judul dan abstrak, dan selanjutnya di analisis sesuai dengan tema penelitian. Hasil peneliian menunjukkan bahwa terdapat literatur yang dianalisis dari tahun 2019 hingga 2023 berfokus pada perilaku impulsif yang dilakukan secara online, dimana nilai-nilai intrinsik individu seperti nilai utilitarian dan nilai hedonis dapat merangsang pembelian secara online. Dari kedua nilai tersebut nilai hedonis memberikan dorongan lebih besar terhadap pembelian impulsif. Hasil penelitian ini diharapkan mampu memberikan pemahaman terkait motivasi konsumen dalam melakukan pembelian secara impulsif, sehingga dapat dijadikan acuan dalam mengembangkan strategi pemasaran yang lebih efektif untuk meningkatkan perilaku belanja impulsif konsumen. Penelitian ini melakukan analisis pada artikel-artikel yang membahas pembelian impulsif online pada e-commerce, s-commerce, dan toko online secara umum. Penelitian ini juga menganalisis artikel-artikel yang menguji pengaruh faktor pembentuk perilaku belanja impulsif baik secara internal, eksternal, maupun artikel yang meneliti kedua sekaligus.  Selain itu pada penelitian ini juga membahas pengimplementasian ajaran Tri Kaya Parisudha dalam mendorong perilaku belanja impulsif.

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Published

2023-12-29

Issue

Vol. 12 No. 3 (2023)

Section

Articles

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Copyright (c) 2023 Ni Luh Putu Erma Mertaningrum, I Gusti Ayu Ketut Giantari, Ni Wayan Ekawati, Putu Yudi Setiawan

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