Pengaruh Kualitas Website, Impulsive Personality Trait, dan Kelompok Referensi Terhadap Pembeian Impulsif di Tokopedia

The Effect of Website Quality, Impulsive Personality Trait, and Reference Group on Impulse Purchases in Tokopedia

Berkembangnya pasar online saat ini mampu menggeser selera belanja masyarakat dari konvensional menjadi digital, hal tersebut dipertegas dengan munculnya berbagai e-commerce yang saling bersaing di Indonesia dan mampu mengubah perilaku masyarakat menjadi lebih impulsif. Tujuan penelitian ini adalah untuk menentukan apakah kualitas website, impulsive personality trait, dan kelompok referensi mempunyai pengaruh positif terhadap pembelian impulsif pada e-commerce Tokopedia.com. Penelitian ini termasuk jenis penelitian explanatory dengan variabel penelitian yang terdiri atas variabel independen yaitu kualitas website (X1), impulsive personality trait (X2), dan kelompok referensi (X3) serta variabel dependen yaitu pembelian impulsif (Y). Teknik pengambilan sampling pada penelitian ini adalah nonprobability dengan metode judgemental sampling. Pengumpulan data melalui kuesioner dengan metode analisis data menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa variabel kualitas website, impulsive personality trait, dan kelompok referensi secara bersama-sama berpengaruh positif dan signifikan terhadap variabel pembelian impulsif pada pengguna e-commerce Tokopedia.com.

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The development of the online market is currently able to shift people's shopping tastes from conventional to digital, this is confirmed by the emergence of various e-commerce that compete with each other in Indonesia and are able to change people's behavior to be more impulsive. The purpose of this study was to determine whether website quality, impulsive personality trait, and reference groups have a positive influence on impulsive purchases among Tokopedia.com e-commerce users. This research is an explanatory research type with research variables consisting of independent variables, namely website quality, impulsive personality trait, and reference groups as well as the dependent variable, namely impulsive buying. The sampling technique used in this research is non probability with judgemental sampling. Data collection is through questionnaires. Methods of data analysis using multiple linear regression analysis. The result showed that the variable website quality, impulsive personality trait and reference groups had a positive and significant effect on the variable impulsive buying of e-commerce Tokopedia.com users