Pengaruh E-Design & E-Review Brand Roughneck 1991 terhadap Online Impulse Buying pada E-Commerce Shopee

The Effect of E-Design &; E-Review Brand Roughneck 1991 on Online Impulse Buying on Shopee E-Commerce

Penelitian ini bertujuan untuk mengetahui pengaruh dari e-design & e-review terhadap online impulse buying pada e-commerce shopee. Penelitian ini menggunakan teori Stimulus-Organism-Response (SOR) sebagai landasan utama dalam penelitian. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuisioner online melalui Google Form. Hasil dari penelitian ini menunjukan bahwa e-design berpengaruh positif terhadap terjadinya perilaku online impulse buying brand Roughneck 1991 melalui e-commerce shopee. Sedangkan melalui e-review, e-design tidak berpengaruh positif terhadap terjadinya perilaku online impulse buying brand Roughneck 1991 melalui e-commerce shopee. Melalui hasil analisis peneliti juga diketahui bahwa tidak terdapat pengaruh mediasi dari variabel e-review. Hasil penelitian menunjukan mengenai pentingnya sebuah desain produk. Saat desain sebuah produk meningkat, maka perilaku online impulse buying pada konsumen juga akan mengalami peningkatan. Sebaliknya ketika desain produk mengalami penurunan, maka perilaku online impulse buying pada konsumen juga akan menurun. Hasil penelitian juga menunjukan ada beberapa faktor yang dapat mempengaruhi terjadinya online impulse buying, melalui hasil penelitian diketahui bahwa diskon dan harga spesial dapat mempengaruhi terjadinya perilaku online impulse buying brand Roughneck 1991 pada e-commerce Shopee.

This study aims to determine the effect of e-design & e-review on online impulse buying on shopee e-commerce. This research uses the Stimulus-Organism-Response (SOR) theory as the main foundation in research. This research is a quantitative research using survey methods. Data collection techniques in this study were carried out through the distribution of online questionnaires through Google Form. The results of this study show that e-design has a positive effect on the occurrence of online impulse buying behavior of the Roughneck brand 1991 through shopee e-commerce. Meanwhile, through e-review, e-design does not have a positive effect on the occurrence of online impulse buying behavior of the Roughneck brand 1991 through shopee e-commerce. Through the results of the researcher's analysis, it is also known that there is no mediating influence from the e-review variable. The results of the study show the importance of a product design. When the product design increases, online impulse buying behavior in consumers will also increase. Conversely, when the product design decreases, online impulse buying behavior in consumers will also decrease. The results also show that there are several factors that can influence the occurrence of online impulse buying, through the results of the study it is known that discounts and special prices can affect the occurrence of online impulse buying behavior brand Roughneck 1991 on Shopee e-commerce.