Dinamika Perubahan Perilaku Pembelian Impulsive Konsumen Dimasa Pandemik Covid-19
Keywords:
Thrift shop, impulse buying, hedonic behavior, Jogjakarta
Abstract
This study aims to determine the dynamics of consumer behavior in relation to unplanned purchases during the Covid-19 pandemic. The study was conducted by testing the concept of impulse buying by using three variables as antecedents. Data were collected using a questionnaire with a sample of 100 respondents who visited and shopped at the Thrift Store in Jogjakarta and were taken using purposive sampling technique. Multiple regression analysis was used to test the results of the study. The results showed that the hedonic shopping motivation, Money availability, and Positive emotion variables were partially or simultaneously proven to be variables that could increase consumers' impulsive buying behavior. While Positive emotion is a variable that has the greatest influence in increasing impulse buying.
References
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Andani, K., & Wahyono, W. (2018). Influence of Sales Promotion, Hedonic shopping motivation and Fashion Involvement Toward Impulse Buying through a Positive emotion. Management Analysis Journal, 7(4), 448–457.
Apriandi. D. W. 2019. The Effect of Promotion and Hedonic shopping motivation on Costumer Impulse Buying on Zolora Online Shopping Sites. Journal Accounting And Bussines Issue.
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Atulkar, S. & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter?. International Journal of Retail & Distribution Management, 46(4), 386-405.
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Borromeo, E. A., Cai, G. A. C., & Etrata, A. E. (2022). Factors Affecting Impulse Purchasing of Filipino Consumers in Convenience Stores. International Journal of Social and Management Studies, 3(2), 92–104.
Darma, L. A., & Japarianto, E. (2014). Analisa Penga- ruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle dan Positive emotion sebagai Variabel Intervening pada Mall Ciputra World Surabaya. Jurnal Manaje men Pemasaran, 8(2), 80-89.
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Duong, P. L., & Khuong, M. N. (2019). The Effect of In-Store Marketing on Tourists’ Positive emotion and Impulse Buying Behavior – An Empirical Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 10(5), 119–125.
Engel, J., Roger D. Blackwell & Paul W. Miniard. 2008. Perilaku Konsumen. Alih bahasa: Budyanto. Jilid I. Jakarta: Binarupa Aksara Publisher
Foroughi, A., Buang, A., & Senik, Z. (2012). The Influence of Marketing Strategy Elements on Market Share of Firms Related papers Exploring t he Influnce of Sit uat ional Fact ors (MoneyT ime Avialable) on Impulse Buying Behav… Reihaneh HajmirSadeghi The Causes of Impulse Buying Behavior among Iran. Elixir Marketing Mgmt, 46, 8577–8580.
Hall, M.C., Prayag, G., Fieger, P. & Dyason, D. (2020). Beyond panic buying: consumption displacement and COVID-19. Journal of Service Management.
Heidarizade, K., & Taherikia, F. (2010). The Causes of Impulse Buying :Evaluation a Model in Iran. Journal of Management Research.
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 Perspectives and Research, 7(1), 92–107.
Irma, S. 2019. Pengaruh Fashion Involvement, Shopping Lifestlyle, Hedonic Shopping Value dan Positive emotion Terhadap Impulse Buying Produk Fashion Pada Pelanggan Duta Mall Banjarmasin. Jurnal Ilmiah Manajemen..
Iyer, G.R., Blut, M., Xiao, S.H. & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404.
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A Structural Model of Fashion-Orient- ed Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433-446.
Kinasih, I A D., & Jatra, I M. (2018). Peran Emosi Positif Memediasi Pengaruh Fashion involvement dan Hedonic Consumption Tendency Terhadap Impulse Buying. E-Jurnal Manajemen Unud, 7(6, 3258-3290.
Luh, N., Utami, P., Pramestya, M., Jaya, I., & Widagda, A. (2020). the Role of Positive emotion Mediates Fashion Involvement on Impulse Buying. American Journal of Humanities and Social Sciences Research, 9, 1–8. www.ajhssr.com
Nguyen, T. T., Nguyen, T. D., & Barrett, N. J. (2007). Hedonic shopping motivations, Supermarket Attributes and Shopper Loyalty in Transitional Markets: Evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 19(3), 227-239.
Maulana, A., Mukhlis, & Novalia, N. (2019). The Effect of Shopping Life Style and Positive emotion on Buying Impulse (Case Study of the Palembang City Hypermarket). Information Management and Business Review (ISSN, 11(1), 17–23.
Mohan, G., Sivakumaran, B. & Sharma, P. (2013). Impact of store environment on impulse buying behaviour. European Journal of Marketing, 47(10), 1711-1732
Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail and Distribution Management, 49(3), 377–393.
Nandha, O., Andriani, K., & Edriana, P. (2017). Hedonic Consumption Tendency on Emotional States and Its Impact. Rjoas, 3(63), 72–78.
Park, E.-J., & Kim, E.-Y. (2008). Effects of Consumer Tendencies and Positive emotion on Impulse Buying Behavior for Apparel. In Journal of the Korean Society of Clothing and Textile. 32(6), 980–990.
Riptiono, S., Noor Susanti, D., Muliana Rhamdhani, I., Irma Anggraeni, A., & Prasetyo, A. (2021). Parsing religiosity and intention to use Islamic mobile banking in Indonesia. Banks and Bank Systems, 16(4), 34–44.
Sari, R. P., & Asad, N. (2018). Barrier in Design In- novation of Fashion Business: Evidence from Indonesian Moslem Fashion SME. Jurnal Din- amika Manajemen, 9(1), 69-79
Utami, B. (2017). Pengaruh Nilai Belanja Hedonik ter- hadap Impulse Buying dengan Emosi Positif sebagai Variabel Perantara (Studi Kasus pada Pelanggan di Ambarukmo Plaza Yogyakarta). Jurnal Manajemen Bisnis Indonesia (JMBI), 6(1), 11-22.
Verhagen, T. & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information & Management, 48(8), 320-327
Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405.
Andani, K., & Wahyono, W. (2018). Influence of Sales Promotion, Hedonic shopping motivation and Fashion Involvement Toward Impulse Buying through a Positive emotion. Management Analysis Journal, 7(4), 448–457.
Apriandi. D. W. 2019. The Effect of Promotion and Hedonic shopping motivation on Costumer Impulse Buying on Zolora Online Shopping Sites. Journal Accounting And Bussines Issue.
Ardiyanto, F. 2017. Pengaruh Positive emotion, Time Availibility Dan Money availability, Terhadap Impulse Buying Behavior Konsumen Mahasiswa Pada Departement Store Di Kota Yogyakarta. Jurnal Akuntansi Dan Manajemen. UPY Yogyakarta.
Atulkar, S. & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter?. International Journal of Retail & Distribution Management, 46(4), 386-405.
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Borromeo, E. A., Cai, G. A. C., & Etrata, A. E. (2022). Factors Affecting Impulse Purchasing of Filipino Consumers in Convenience Stores. International Journal of Social and Management Studies, 3(2), 92–104.
Darma, L. A., & Japarianto, E. (2014). Analisa Penga- ruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle dan Positive emotion sebagai Variabel Intervening pada Mall Ciputra World Surabaya. Jurnal Manaje men Pemasaran, 8(2), 80-89.
Deviana. D, Ni P S., Giantari, I G A K. (2016). Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impulse Buying Behavior Masyarakat di Kota Denpasae. E-Journal Manajemen Unud, 5(8). hal. 5264-5273
Diany, A. A., Sangen, M., & Faisal, I. (2019). Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Positive emotion Dan Perilaku Impulse Buying Di Departement Store Matahari Duta Mall, Banjarmasin. JWM (Jurnal Wawasan Manajemen), 7(1), 65.
Duong, P. L., & Khuong, M. N. (2019). The Effect of In-Store Marketing on Tourists’ Positive emotion and Impulse Buying Behavior – An Empirical Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 10(5), 119–125.
Engel, J., Roger D. Blackwell & Paul W. Miniard. 2008. Perilaku Konsumen. Alih bahasa: Budyanto. Jilid I. Jakarta: Binarupa Aksara Publisher
Foroughi, A., Buang, A., & Senik, Z. (2012). The Influence of Marketing Strategy Elements on Market Share of Firms Related papers Exploring t he Influnce of Sit uat ional Fact ors (MoneyT ime Avialable) on Impulse Buying Behav… Reihaneh HajmirSadeghi The Causes of Impulse Buying Behavior among Iran. Elixir Marketing Mgmt, 46, 8577–8580.
Hall, M.C., Prayag, G., Fieger, P. & Dyason, D. (2020). Beyond panic buying: consumption displacement and COVID-19. Journal of Service Management.
Heidarizade, K., & Taherikia, F. (2010). The Causes of Impulse Buying :Evaluation a Model in Iran. Journal of Management Research.
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 Perspectives and Research, 7(1), 92–107.
Irma, S. 2019. Pengaruh Fashion Involvement, Shopping Lifestlyle, Hedonic Shopping Value dan Positive emotion Terhadap Impulse Buying Produk Fashion Pada Pelanggan Duta Mall Banjarmasin. Jurnal Ilmiah Manajemen..
Iyer, G.R., Blut, M., Xiao, S.H. & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404.
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A Structural Model of Fashion-Orient- ed Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433-446.
Kinasih, I A D., & Jatra, I M. (2018). Peran Emosi Positif Memediasi Pengaruh Fashion involvement dan Hedonic Consumption Tendency Terhadap Impulse Buying. E-Jurnal Manajemen Unud, 7(6, 3258-3290.
Luh, N., Utami, P., Pramestya, M., Jaya, I., & Widagda, A. (2020). the Role of Positive emotion Mediates Fashion Involvement on Impulse Buying. American Journal of Humanities and Social Sciences Research, 9, 1–8. www.ajhssr.com
Nguyen, T. T., Nguyen, T. D., & Barrett, N. J. (2007). Hedonic shopping motivations, Supermarket Attributes and Shopper Loyalty in Transitional Markets: Evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 19(3), 227-239.
Maulana, A., Mukhlis, & Novalia, N. (2019). The Effect of Shopping Life Style and Positive emotion on Buying Impulse (Case Study of the Palembang City Hypermarket). Information Management and Business Review (ISSN, 11(1), 17–23.
Mohan, G., Sivakumaran, B. & Sharma, P. (2013). Impact of store environment on impulse buying behaviour. European Journal of Marketing, 47(10), 1711-1732
Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail and Distribution Management, 49(3), 377–393.
Nandha, O., Andriani, K., & Edriana, P. (2017). Hedonic Consumption Tendency on Emotional States and Its Impact. Rjoas, 3(63), 72–78.
Park, E.-J., & Kim, E.-Y. (2008). Effects of Consumer Tendencies and Positive emotion on Impulse Buying Behavior for Apparel. In Journal of the Korean Society of Clothing and Textile. 32(6), 980–990.
Riptiono, S., Noor Susanti, D., Muliana Rhamdhani, I., Irma Anggraeni, A., & Prasetyo, A. (2021). Parsing religiosity and intention to use Islamic mobile banking in Indonesia. Banks and Bank Systems, 16(4), 34–44.
Sari, R. P., & Asad, N. (2018). Barrier in Design In- novation of Fashion Business: Evidence from Indonesian Moslem Fashion SME. Jurnal Din- amika Manajemen, 9(1), 69-79
Utami, B. (2017). Pengaruh Nilai Belanja Hedonik ter- hadap Impulse Buying dengan Emosi Positif sebagai Variabel Perantara (Studi Kasus pada Pelanggan di Ambarukmo Plaza Yogyakarta). Jurnal Manajemen Bisnis Indonesia (JMBI), 6(1), 11-22.
Verhagen, T. & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information & Management, 48(8), 320-327
Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405.
Published
2022-10-29
How to Cite
Susanti, D., & Riptiono, S. (2022). Dinamika Perubahan Perilaku Pembelian Impulsive Konsumen Dimasa Pandemik Covid-19. Jurnal Bisnis Dan Ekonomi, 29(2), 127-137. https://doi.org/10.35315/jbe.v29i2.8864
Section
Articles
