Analisis Pengaruh Visual Appeal dan Portability terhadap Urge to Buy Impulsively
DOI:
https://doi.org/10.37535/104004120241Keywords:
Daya Tarik Visual, Portabilitas, Penelusuran Hedonis, Penelusuran Utilitarian, Dorongan Pembelian ImpulsifAbstract
Penelitian ini fokus pada pengaruh daya tarik visual (visual appeal) dan portabilitas (portability) terhadap perilaku dorongan pembelian impulsif (urge to buy impulsively) dalam pembelian produk start-up skincare Somethinc melalui platform e-commerce Shopee di Kota Semarang. Melibatkan 248 responden, penelitian menggunakan kuesioner daring dan luring sebagai instrumen pengumpulan data. Analisis data dilakukan secara kuantitatif dan struktural dengan metode Structural Equation Modelling (SEM). Hasil analisis Confirmatory Factor Analysis (CFA) menunjukkan bahwa daya tarik visual (visual appeal) memiliki hubungan yang signifikan dengan penelurusan hedonis (hedonic browsing), tetapi portabilitas (portability) tidak memiliki hubungan signifikan terhadap penelusuran hedonis (hedonic browsing). Namun, portabilitas (portability) memiliki hubungan signifikan terhadap penelusuran utilitarian (utilitarian browsing), sedangkan daya tarik visual (visual appeal) tidak memiliki hubungan signifikan terhadap penelusuran utilitarian (utilitarian browsing). Penelusuran hedonis (hedonic browsing) ditunjukkan positif dan signifikan memengaruhi dorongan pembelian impulsif (urge to buy impulsively), sementara penelusuran utilitarian (utilitarian browsing) memiliki dampak negatif dan signifikan terhadap dorongan pembelian impulsif (urge to buy impulsively). Temuan ini memberikan kontribusi penting untuk pemahaman faktor-faktor yang memengaruhi perilaku belanja impulsif dalam konteks pembelian produk skincare melalui platform Shopee. Implikasi dari penelitian ini dapat membantu pelaku bisnis e-commerce, terutama start-up skincare, dalam merancang strategi yang lebih efektif terkait daya tarik visual (visual appeal) dan portabilitas (portability) untuk meningkatkan pengalaman belanja konsumen.
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