Analisis impulse buying pada e-commerce B2C: studi kasus pada zalora.com

Samiono, Bambang Eko (2017) Analisis impulse buying pada e-commerce B2C: studi kasus pada zalora.com. Transformasi: Jurnal Ekonomi, Manajemen dan Akuntansi, 1 (2). pp. 34-47. ISSN 1907-3429

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Abstract

The purpose of this study is to determine the effect of Hedonic Motive against impulse buying through browsing and shopping at online shop lifestyle business model B2C (Zalora.com). This study uses path analysis (Path Analysis) to determine the causal effect between the variables. The result of the study shows that: (1) E-Commerce B2C – Zalora: Hedonic Motives significantly influence Browsing. (2) E-Commerce B2C – Zalora: Hedonic Motives significant effect on Lifestyle Shopping. (3) E�Commerce B2C – Zalora: Hedonic Motives does not significantly influence impulse buying (4) Browsing does not affect the Impulse Buying on E-Commerce B2C – Zalora (5) In E-Commerce B2C – Zalora: shoping LifeStyle has effect on Impulse Buying. (6) Browsing has no influence as a mediator between the hedonic motives with impulse buying but shopping lifestyle has an influence on E-Commerce B2C – Zalora.

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