Hasil Pencarian  ::  Simpan CSV :: Kembali

"Studi ini meneliti hubungan antara Consumer Sentiment yang dipengaruhi oleh variable-variabel stimuli yaitu Online Shopping Atmoshphere yang di dalamnya adalah Perceived Festival Entertaining (PFE), Perceived Mass Participation (PMP), Promotion Strategy yang berisi Perceived Temptation of Price Promotion (PTPP), Perceived Categories Richness of Promotion (PCRP), yang dimoderasi oleh Price Sensitivity, dan mempengaruhi Consumer Purchase Intention pada festival Hari Belanja Online Nasional (Harbolnas) di Indonesia. Sebanyak 437 responden telah diperoleh dengan menggunakan teknik purposive sampling dan memberikan repon terhadap kuesioner yang dikirimkan dan diisi secara online. Selanjutnya, Teknik analisis SEM dengan software SmartPLS digunakan untuk menguji 14 hipotesis. Hasil pengolahan data memperlihatkan bahwa dari 14 hipotesis terdapat 6 hipotesis yang tidak didukung. Penelitian ini diharapkan dapat menjadi pertimbangan bagi perusahaan e-commerce di Indonesia untuk membuat strategy marketing yang sesuai dengan keadaan pasar saat ini.

---

This study examines the relationship between Consumer Sentiment which is influenced by stimulus variables, namely Online Shopping Atmosphere which includes Perceived Festival Entertaining (PFE), Perceived Mass Participation (PMP), Promotion Strategy which contains Perceived Temptation of Price Promotion (PTPP), Perceived Categories Richness of Promotion (PCRP), moderated by Price Sensitivity, and influencing Consumer Purchase Intention at the National Online Shopping Day festival (Hari Belanja Online Nasional) in Indonesia. A total of 437 respondents have been obtained by using purposive sampling technique and responding to questionnaires sent and filled out online. Furthermore, SEM analysis technique with SmartPLS software was used to test 14 hypotheses. The results of data processing show that from the 14 hypotheses there are 6 hypotheses that are not supported. This research is expected to be a consideration for e-commerce companies in Indonesia to make marketing strategies that are in accordance with current market conditions"

"Maraknya penggunaan e-commerce untuk berbelanja yang semakin berkembang membuat hadirnya istilah ‘’Hari Belanja Online Nasional’’ atau yang biasa disebut dengan Harbolnas. Mengingat konsumen Indonesia cukup konsumtif dan mudah terdorong untuk berbelanja jika ada insentif promosi, maka e-commerce terus melakukan strategi promosi tersebut, sehingga penelitian ini bertujuan untuk menganalisis pengaruh dari strategi promosi e-commerce yang dapat mendorong intensi konsumen untuk kembali berbelanja. Penelitian terhadap 580 responden ini dilakukan melalui kuesioner secara daring dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian menunjukkan bahwa keempat strategi strategi promosi, yaitu PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories Richness of Promotion), PCMP (Perceived Contagiousness of Mass Participation), serta information quality memiliki pengaruh pada Re-participation intention serta PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories Richness of Promotion). PCMP (Perceived Contagiousness of Mass Participation) tidak memoderasi pengaruh PTPP, PFPA, dan PCRP terhadap Re-participation intention.

---

The increased trend of shopping using e-commerce has given rise to the term ’Hari Belanja Nasional’’ or commonly known as Harbolnas. Considering that Indonesian consumers are quite consumptive and easily triggered to shop if there are promotional incentives, e-commerce carries out this promotional strategy, so the study aims to analyze the effect of e-commerce promotion strategies that can encourage consumers to re-participate in online shopping festivals. A survey of 580 respondents was conducted through online questionnaires and data analysis using Structural Equation Modeling (SEM). The results of the study indicate that the four promotional strategies, namely PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories of Richness of Promotion), PCMP (Perceived Contagiousness of Mass Participation), and Information Quality have influence on Re-Participation Intention and Promotion Activities). In addition, PCMP (Perceived Contagiousness of Mass Participation) cannot moderate the influence of PTPP, PFPA, and PCRP on Re-Participation intention."