Prediktor Dan Mediator Perilaku Beli Impulsif Daring
DOI:
https://doi.org/10.58812/jmws.v4i11.2818Kata Kunci:
Pembelian Impulsif Daring, Fanatisme, Motivasi Belanja Hedonis, Duta Merek, SEMAbstrak
Penelitian ini bertujuan untuk menguji variabel pembelian impulsif daring. Pembelian impulsif dipengaruhi oleh komunikasi getok tular elektronik, Fanatisme, Motivasi belanja hedonis, keterikatan merek yang melibatkan peran duta merek. Data yang diperoleh melalui kuesioner yang telah dibagikan secara daring pada responden yang memenuhi persyaratan. Teknik penyampelan menggunakan purposive sampling sebanyak 200 responden. Uji hipotesis menggunakan analisis regresi logistik dan SEM. Hasil penelitian menunjukan (1) Komunikasi Getok Tular Elektronik berpengaruh postif signifikan pada perilaku beli impulsif daring, (2) Fanatisme berpengaruh postitif signifikan pada perilaku beli impulsif daring (3)motivasi belanja hedonis berpengaruh signifikan pada perilaku beli impulsif daring (4) keterikatan merek tidak berpengaruh signifikan terhadap perilaku beli impulsif daring. (5) duta merek berpengaruh signifikan terhadap komunikasi getok tular, (6) duta merek berpengaruh signifikan pada fannatisme, (7) duta merek tidak berpengaruh pada motivasi belanja hedonis.
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