PENGARUH INTERPERSONAL INFLUENCE, VISUAL APPEAL, DAN PORTABILITY TERHADAP PURCHASE INTENTION PRODUK BARENBLISS DI PLATFORM M-COMMERCE SHOPEE MELALUI HEDONIC DAN UTILITARIAN WEB BROWSING
DOI:
https://doi.org/10.29407/jae.v10i2.26213Keywords:
Interpersonal Influence, Visual Appeal, PortabilityAbstract
Penelitian ini bertujuan untuk mengkaji pengaruh interpersonal influence, visual appeal, dan portability terhadap niat beli (purchase intention) konsumen terhadap produk Barenbliss melalui platform m-commerce Shopee, dengan melibatkan peran mediasi dari aktivitas browsing konsumen pada Shopee yaitu hedonic dan utilitarian web browsing. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara daring kepada 343 pengguna aplikasi Shopee di wilayah DKI Jakarta. Analisis data yang digunakan yaitu menggunakan metode PLS-SEM melalui software SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa semua hubungan antara variabel independen (interpersonal influence, visual appeal, portability), variabel mediasi (hedonic dan utilitarian web browsing), dan variabel dependen (purchase intention) memiliki pengaruh yang posisif dan signifikan, baik secara langsung maupun melalui peran mediasi. Temuan ini mengindikasi bahwa elemen visual, pengaruh sosial, serta kemudahan dalam mengakses produk Barenbliss di Shopee memiliki peran penting dalam meningkatkan niat beli konsumen, kemudian peran mediasi pada aktivitas browsing konsumen juga berdampak pada keputusan pembelian konsumen.
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