Hedonic Shopping Motives of Shopee Generation Z Concumers towards Impulse Purchases of Skincare Products
Abstract
Saat ini generasi Z memiliki ketertarikan yang besar terhadap dunia kecantikan. Maraknya tren skincare disertai dengan marketplace yang berkembang ternyata mempengaruhi perilaku konsumen. Penelitian ini memiliki tujuan untuk menguji hubungan antara hedonic shopping motives dengan impulsive buying pada konsumen Shopee generasi Z saat membeli produk skincare. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode pengambilan data melalui kuesioner. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah accidental sampling. Subjek penelitian ini adalah konsumen Shopee, berjenis kelamin laki-laki atau perempuan, memiliki tahun kelahiran 1997-2003, dan pernah membeli skincare minimal 2 kali dalam sebulan di Shopee, sejumlah 295 responden. Alat ukur yang digunakan pada penelitian ini adalah Buying Impulsiveness Scale dan Hedonic Shopping Motivation Scale. Hasil penelitian menunjukkan hedonic shopping berhubungan positif signifikan dengan impulsive buying. Artinya semakin tinggi hedonic shopping motives maka semakin tinggi kecenderungan seseorang untuk impulsive buying motives. Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, dan idea shopping berhubungan positif signifikan dengan impulsive buying. Hasil penelitian ini disarankan untuk konsumen Shopee generasi Z agar lebih berhati-hati terhadap motif-motif hedonic shopping yang bisa meningkatkan kecenderungan untuk impulsive buying.
Keywords
Full Text:
PDFReferences
Abbas, A., & Bashir, B. (2015). Impact of cognitive and affective process of decision making on impulse purchase. Institute of Business and Management, 27(1), 467-473.
Ahmad, R. R., & Parmar, V. (2013). Factors Impulse Buying Behavior. European Journal of Scientific Research, 100(3), 67-79.
Aida, N. R. (2020). Siapa yang Kalap Belanja Online Selama di Rumah Saja? Ini Cara Mengendalikannya. Kompas.com. https://www.kompas.com/tren/read/2020/06/05/070200365/siapa-yang-kalap-belanja-online-selama-di-rumah-saja-ini-cara.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79(2), 77–95.
Arnold, M. J., & Reynolds, K. E. (2012). Approach and Avoidance Motivation : Investigating Hedonic Consumption in a Retail Setting. Journal of Retailing, 88(3), 399–411. DOI: https://doi.org/10.1016/j.jretai.2011.12.004
Asosiasi Digital Marketing Indonesia. (2020). 10 Kategori Produk Terlaris Shopee. Digimind.Id. https://digimind.id/10-kategori-produk-terlaris-shopee/
Berman, B., Evans, J. R., & Chatterjee, P. (2018). Retail Management : A Strategic Approach. Pearson Education Limited.
Bulan, M. S., Abidin, Z., & Wasil, M. (2020). Pengaruh Hedonic Shopping Motivation Terhadap Impulse Buying Merchandise dengan Celebrity Endorsement Sebagai Variabel Moderasi (Studi Pada Penggemar Boygroup BTS di Kota Samarinda). Jurnal Ilmu Manajemen Mulawarman, 5(2). DOI: https://doi.org/dx.doi.org/10.29264/jimm.v5i2.8218dx.doi.org/10.29264/jimm.v5i2.8218
Choirul, A., & Artanti, Y. (2019). Millennia’s Impulsive Buying Behavior : Does Positive Emotion Mediate? Journal of Economics, Business and Accountancy Ventura, 22(2), 223-236. DOI: https://doi.org/10.14414/jebav.v22i2.1738
Creswell, J. W., & Creswell, D. (2018). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications, Inc.
Copp, L. T. (2019). Gen Z Named The Biggest Beauty Spenders Globally. Cosmeticsbusiness.com. https://cosmeticsbusiness.com/news/article_page/Gen_Z_named_the_biggest_beauty_spenders_globally/157695.
Coley, A. & Burgess, B. (2003). Gender Differences in Cognitive and Affective Impulse Buying. Journal of Fashion Marketing and Management, 7(3), 29-39. DOI: 10.1108/13612020310484834
Fundrika, B. A., & Varwati, L. (2021). Tak Lagi Asal, Begini Cara Gen Z Pilih Produk Skincare. Suara.com. https://www.suara.com/lifestyle/2021/10/19/133000/tak-lagi-asal-begini-cara-gen-z-pilih-produk-skincare.
Gültekin, B., & Özer, L. (2012). The Influence of Hedonic Motives and Browsing On Impulse Buying. Journal of Economics and Behavioral Studies, 4(3), 180–189. DOI: https://doi.org/10.22610/jebs.v4i3.315
Husnain, M., Rehman, B., Syed, F., & Akhtar, M. W. (2019). Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities. Business Perspective and Research, 7(1), 92–107. DOI: 10.1177/2278533718800625
Japarianto, E. (2010). Analisis Faktor Type Hedonic Shopping Motivation dan Faktor Pembentuk Kepuasan Tourist Shopper di Surabaya. Jurnal Manajemen Dan Kewirausahaan, 12, 76–85. DOI : https://doi.org/10.9744/jmk.12.1.pp.%2076-85
Jayani, D. H. (2020). Shopee, E-Commerce dengan Pengunjung Situs Tertinggi Kuartal III 2020. Databooks,Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2020/11/20/shopee-e-commerce-dengan-pengunjung-situs-tertinggi-kuartal-iii-2020
Khajemahmodabadi, A., Dadras, A., & Djoury, S. (2017). A study of the factors that affect the impulsive cosmetics buying of female consumers in Bandar Abbas. International Journal of Advanced Biotechnology and Research, 8(2), 204-215.
Kotler, P. (2009). Manajemen Pemasaran. Jakrta: Erlangga.
Kristanto, D., Suharto, B., & Aly, M. N. (2020). Online Impulse Buying In M-Commerce Context : Website Quality, Trust, and Flow Condition. International Journal of Psychosocial Rehabilitation, 24(9), 1081-1090.
Kumampung, D. R. (2020). Survei: Generasi Z Rela Habiskan Uang Demi Merawat Kecantikan. Kompas.com. https://lifestyle.kompas.com/read/2020/01/23/153536320/survei-generasi-z-rela-habiskan-uang-demi-merawat-kecantikan.
Kurnia, A. (2019). IPS Terpadu. Yudhistira.
Lanier, K. (2017). 5 Things HR Professionals Need to Know about Generation Z: Thought Leaders Share Their Views on the HR Profession and Its Direction for the Future. Strategic HR Review, 16(6), 288-290.
Ling, L. P., Yazdanifard, R. (2015). What Internal and External Factors Influence Impulsive Buying Behavior in Online Shopping? Global Journal of Management and Business Research: E Marketing, 15(5), 25–32.
Maddux, J. E. (2018). Subjective Well-Being and Life Satisfaction. Routledge.
Muruganatham, G., & Bhakat, R. S. (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3), 149-160. http://dx.doi.org/10.5539/ijms.v5n3p149
Nugroho, B., & Idris, I. (2018). Pengaruh dimensi motivasi belanja hedonis terhadap pembelian impulsif online pada situs marketplace tokopedia. Diponegoro Journal of Management, 7(4), 438-448.
Ozen, H., & Engizek, N. (2013). Shopping online without thinking : being emotional or rational ? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
Pasaribu, L. O., & Dewi, C. K. (2015). Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying pada Toko Online: Studi pada Toko Online Zalora. Bina Ekonomi, 19(2), 159–170.
Pradita, A. (2020). Lebih Modis, Generasi Z Sudah Pakai Skincare Sejak 19 Tahun. Okezone.Com. https://lifestyle.okezone.com/read/2020/01/21/611/2156166/lebih-modis-generasi-z-sudah-pakai-skincare-sejak-19-tahun
Prawira, N. A., & Sihombing, S. O. (2021). Antecedents of Online Impulse Buying Behavior: An Empirical Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(2), 533–543. https://doi.org/10.13106/jafeb.2021.vol8.no2.0533
Purnomo, H., & Riani, L. P. (2018). Analisis Hedonic Shopping Motives Terhadap Impulsive Buying Toko Daring pada Masyarakat Kota Kediri. Jurnal Bisnis Dan Manajemen, 2(1), 68–88.
Putri, A. S. K., & Suharyono. (2017). Pengaruh Hedonic Shopping Motives dan Promosi Penjualan Terhadap Impulse Buying. Jurnal Administrasi Bisnis, 47(2), 145–153.
Putri, K. A., Amirudin, Purnomo, M. H. (2019). Korean Wave dalam Fanatisme dan Konstruksi Gaya Hidup Generasi Z. Jurnal Ilmu Bahasa dan Sastra, 14(1), 125-135.
Qammaidha, L. N., & Purwanto, S. (2022). Pengaruh Shopping Lifestyle dan Hedonic Consumption terhadap Impulse Buying pada Tokopedia. Jurnal Ilmu Pengetahuan Sosial, 9(2).
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22, 305–313. https://doi.org/10.1086/209452
Safitri, K. (2020). Dua Generasi Ini Jadi Penyumbang Terbesar Transaksi E-Commerce di RI. Kompas.Com. https://money.kompas.com/read/2020/08/04/190000226/dua-generasi-ini-jadi-penyumbang-terbesar-transaksi-e-commerce-di-ri?page=all
Samo, A., Rani, F., Shaikh, H., Bhutto, M., Samo, F., & Bhutto, T. (2019). Revealing Youngsters’ Impulsive Buying Behavior through Hedonic Shopping Motivations. European Journal of Business and Management, 11(3), 110–119.
Scarpi, D. (2020). Hedonism, Utilitarianism, and Consumer Behavior. Palgrave Macmillan.
Sherilou, M., Foroughi, A., Buang, N. A. (2011). Exploring Impulse Buying Behavior Among Iranian Tourist in Malaysia. Journal of Global Business and Economic, 3(1).
Siswandini, N. (2020). Kenapa Kebanyakan Wanita Suka Belanja? Ini Lima Alasannya. Kontan.co.id. https://lifestyle.kontan.co.id/news/kenapa-kebanyakan-wanita-suka-belanja-ini-lima-alasannya
Sugiyono. (2006). Statistika untuk Penelitian. CV Alfabeta.
Syastra, M. T., & Wangdra, Y. (2018). Analisis Online Impulse Buying dengan Menggunakan Framework SOR. Jurnal Sistem Informasi Bisnis, 8(2), 133-140.
Utami, C. W. (2010). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia (2 nd). Salemba Empat.
Van den Bergh, J. & Behrer, M. (2016). How Cool Brands Stay Hot: Branding to Generations Y and Z. Kogan Page Limited.
Venia, M., Marzuki, F., & Yuliniar. (2021). Analisis Faktor yang Mempengaruhi Perilaku Impulsive Buying (Studi Kasus Pada Generasi Z Pengguna E-Commerce). Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2, 929-941.
Wahyuni, D. F., & Rachmawati, I. (2018). Hedonic Shopping Motivation terhadap Impulse Buying pada Konsumen Tokopedia. Jurnal Riset Bisnis Dan Manajemen, 11(2), 59–65.
Wells, J. D., Parboteeah, D. V., & Valacich, J. S. (2011). Research Article Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality. Journal of the Association for Information Systems, 12(1), 32-56.
Widyananda, R. F. (2020). Pengertian Gen Z serta Karakteristiknya, Ketahui agar Tak Keliru. Merdeka.com. https://www.merdeka.com/jatim/pengertian-gen-z-serta-karakteristiknya-ketahui-agar-tak-keliru-kln.html
Wu, P. T., & Lee, C. J. (2015). Impulse Buying Behaviour in Cosmetics Marketing Activities. Total Quality Management, 27(9), 1091-1111. https://doi.org/10.1080/14783363.2015.1060851
Yang, D. J., Huang, K. C., & Feng, X. (2011). A Study of the Factors that Affect the Impulsive Cosmetics Buying of Female Consumers in Kaohsiung. International Journal of Business and Social Science, 2(24), 275-282.
Zhang, M., (2017). Gen Z are driving China’s consumer trend with impulsive buying and instant gratification. Scmp.com. https://www.scmp.com/business/china-business/article/2108141/gen-z-are-driving-chinas-consumer-trend-impulse-buying- and-instant-gratification
DOI: http://dx.doi.org/10.24014/pib.v5i2.25492
Refbacks
- There are currently no refbacks.
Redaksi Psikobuletin: Buletin Ilmiah Psikologi
Publisher: Universitas Islam Negeri Sultan Syarif Kasim Riau
Jl. H.R. Soebrantas Km. 15.5 No. 155 Gedung Fakultas Psikologi UIN Sultan Syarif Kasim Riau Kel. Tuahmadani Kec. Tampan Pekanbaru - Riau 28293.
E-mail : psikobuletin@uin-suska.ac.id / Website :http://ejournal.uin-suska.ac.id/index.php/Psikobuletin
Psikobuletin : Buletin Ilmiah Psikologi by Fakultas Psikologi is licensed under a Creative Commons Attribution 4.0 International License.
