PENGARUH FAKTOR SITUASIONAL, VISUAL MERCHANDISING, DAN ELECTRONIC WORD OF MOUTH TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA LAYANAN VIDEO ON DEMAND SAAT KRISIS PANDEMI COVID-19

THE EFFECT OF SITUATIONAL FACTOR, VISUAL MERCHANDISING, AND ELECTRONIC WORD OF MOUTH ON IMPULSE BUYING BEHAVIOR ON VIDEO ON DEMAND SERVICES CURRENT THE COVID-19 PANDEMIC CRISIS

Situasi pandemi COVID-19 membuat masyarakat cenderung mengonsumsi video on demand sebagai alternatif hiburan di rumah. Hal ini membuat penyedia layanan video on demand berlomba-lomba memanfaatkan situasi ini. Terkadang stimulus yang ada dapat mengarahkan orang untuk membeli produk secara impulsif. Penelitian ini bertujuan untuk menguji pengaruh faktor situasional, visual merchandising, dan electronic word of mouth terhadap perilaku pembelian impulsif. Penelitian ini menggunakan teknik non-probability sampling dan metode yang digunakan adalah judgemental sampling. Studi ini berfokus pada konsumen Netflix berusia 18-39 tahun yang membeli produk Netflix secara impulsif selama pandemi COVID-19. 200 responden dikumpulkan menggunakan kuesioner dwibahasa online dalam bahasa Inggris dan Indonesia dan tersebar di 32 negara. Analisis data menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa faktor situasional dan electronic word of mouth berpengaruh signifikan terhadap perilaku pembelian impulsif. Sedangkan visual merchandising tidak berpengaruh terhadap perilaku impulse buying. Hal tersebut dapat dijadikan acuan dalam meningkatkan penjualan dengan cara memaksimalkan perilaku impulse buying konsumen.

The COVID-19 pandemic situation makes people tend to consume video on demand as an alternative for home entertainment. This makes video on demand service providers compete by taking advantage of this situation. Sometimes the existing stimulus can lead people to buy products impulsively. This study aims to examine the effect of situational factor, visual merchandising, and electronic word of mouth on impulse buying behavior. This study used non-probability sampling techniques and the method used was judgmental sampling. This study focuses on Netflix consumers aged 18-39 who bought Netflix products impulsively during the COVID-19 pandemic. 200 respondents collected using the online bilingual questionnaire in English and Indonesian and spread over 32 countries. Data were analyzed using a multiple linear regression method. The results showed that situational factor and electronic word of mouth significantly influence on impulsive buying behavior. Meanwhile, visual merchandising has no influence on impulse buying behavior. This can be used as a reference in increasing sales by maximizing consumer impulse buying behavior.