ANALISIS PENGARUH VARIETY OF SELECTION TERHADAP E IMPULSE BUYING DENGAN WEB BROWSING SEBAGAI MEDIASI (Studi Pada Konsumen Bukalapak Di Kabupaten Kebumen)

  • Alayya Maghfiroh Sekolah Tinggi Ilmu Ekonomi Putra Bangsa
  • Sulis Riptiono Sekolah Tinggi Ilmu Ekonomi Putra Bangsa
Keywords: variety of selection, utilitarian browsing, hedonic browsing, e-impulse buying

Abstract

This study aims to analyze the effect of variety of selection to web browsing and e- impulse buying for consumer Bukalapak in Kebumen Regency. Variable independent in this study variety of selection, variable dependent e-impulse buying, and variable intervening web browsing. This study confirm two types of web browsing occur: utilitarian browsing and hedonic browsing. Consumer Bukalapak in Kebumen Regency completed a total 100 questionnaires using Google Form. Data analyze was conducted using Path analysis and SPSS 22.0. In a structural model, variety of selection has a possitive effect on utilitarian browsing and hedonic browsing. Additionally, utilitarian browsing has a negative effect on e-impulse buying. In particular, the factor variety of selection haven’t direct effect on e-impulse buying, but have indirect effect to e-impulse buying with mediate hedonic browsing.

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Published
2019-12-04
How to Cite
Maghfiroh, A., & Riptiono, S. (2019). ANALISIS PENGARUH VARIETY OF SELECTION TERHADAP E IMPULSE BUYING DENGAN WEB BROWSING SEBAGAI MEDIASI (Studi Pada Konsumen Bukalapak Di Kabupaten Kebumen). JIMMBA: Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 1(1), 25-38. Retrieved from http://journal.stieputrabangsa.ac.id/index.php/jimmba/article/view/389
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Articles