Pengaruh Kualitas Website Dan Dimensi Kepribadian Big Five Terhadap Pembelian Impuls Online Dengan Promosi Penjualan Sebagai Variabel Moderasi “Studi Pada Shopee”

Laily Ramadhani, Masmira Kurniawati, Sari Puji Rahayu

Abstract


Penelitian ini bertujuan untuk mengeksplorasi pengaruh kualitas website dan dimensi kepribadian big five terhadap pembelian impuls online yang di moderasi oleh promosi penjualan. Peneliti menitikberatkan website e-commerce pada Shopee sebagai objek penelitian, karena melihat dari jumlah kunjungan yang lebih tinggi jika dibandingkan dengan e-commerce lainnya. Penelitian ini menggunakan kuesioner lima poin skala Likert sebagai metode pengumpulan data. Kuesioner disebar melalui online, dengan kriteria responden yang menggunakan website Shopee, pernah melakukan pembelian melalui website Shopee, dan mengetahui adanya program flash sale di Shopee. Hasil penelitian ini selanjutnya diolah dan dianalisis dengan teknik statistik Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa kualitas website Shopee memiliki pengaruh positif terhadap pembelian impuls online. Kemudian kepribadian konsumen agreeableness, neuroticism, dan openess to experience berpengaruh positif terhadap pembelian impuls online, sedangkan kepribadian konsumen conscientiousness berpengaruh negatif terhadap pembelian impuls online. Promosi penjualan (flash sale) memiliki pengaruh positif terhadap pembelian impuls online dan memperlemah hubungan antar kualitas website dengan pembelian impuls online.


Keywords


kualitas website, kepribadian konsumen, promosi penjualan, flash sale, pembelian impuls online

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DOI: https://doi.org/10.32528/jmbi.v6i2.3169

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