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Catur Nugroho
Telkom University
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Journal : Jurnal Signal

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MOTIVASI PEMBELIAN IMPULSIF ONLINE SHOPPING PADA INSTAGRAM (Analisis Deskriptif Motivasi Konsumen Dalam Melakukan Pembelian Online Pada Instagram) Dewa Ayu Cistaning Astari; Catur Nugroho
JURNAL SIGNAL Vol 6, No 1 (2018): JURNAL SIGNAL
Publisher : Universitas Swadaya Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (489.535 KB) | DOI: 10.33603/signal.v6i1.946

Abstract

AbstrakPenelitian ini bertujuan untuk mengetahui motivasi konsumen dalam melakukan aktivitasonline shopping yang berdampak langsung terhadap tingginya pembelian impulsif padainstagram. Sampel dari penelitian ini adalah mahasiswi dari beragam universitas di KotaBandung. Peneliti menggunakan metode deskriptif kualitiatif guna mendeskripsikan secaramenyeluruh dan mendalam mengenai motivasi pembelian impulsif dalam aktivitas onlineshopping pada instagram. Penelitian ini menggunakan paradigma konstruktivis danmenggunakan tehnik wawancara mendalam serta observasi dalam proses pengumpulan hasilpenelitan. Hasil penelitian menunjukan adanya motif utilitarian atau motif irrasional yangmendominasi argumentasi para informan yang kerap melakukan pembelian impulsif.Karakteristik pribadi yang mempengaruhi adalah umur dan daur hidup, pekerjaan, situasiekonomi, gaya hidup dan konsep diri. Sedangkan, faktor eksternal yang paling mempengaruhiadalah faktor lingkungan. Oleh karena itu, peneliti menyimpulkan motivasi pembelianimpulsif dalam kegiatan online shopping adalah hadirnya hasrat hedonistik, kebutuhan selfesteem dan self actualization, persepsi konsumen terhadap pengambilan keputusan danpersepsi konsumen terhadap keputusan. Selain itu, peneliti menemukan keberalihan carapandang setiap konsumen terhadap suatu produk. Para konsumen tidak hanya melihat darifungsinya saja sebagai suatu kebutuhan, namun, melihatnya sebagai alat pemenuhankepuasaan dan pengaktualisasian diri.Kata kunci: motivasi belanja, online shopping, pembelian impulsif, instagramAbstractThis study aims to determine the motivation of consumers in conducting online shoppingactivities that have a direct impact on the high impulsive purchases on Instagram. The sampleof this research is a student from various universities in Bandung. Researchers use adescriptive qualitative method to describe thoroughly and deeply about the motivation ofimpulsive purchases in online shopping activities on Instagram. This research usesconstructivist paradigm and uses in-depth interview technique also observation in process ofcollecting research result.The results showed the existence of utilitarian motives or irrationalmotives that dominate the argument of informants who often make impulsive purchases. Thepersonal characteristics that affect are age and life cycle, occupation, economic situation,lifestyle, and self-concept. Meanwhile, the most influencing external factors areenvironmental factors. Therefore, the researcher concludes impulsive buying motivation inonline shopping activity is the presence of hedonistic desire, self-esteem requirement, and selfactualization, consumer perception toward decision making and consumer perception to adecision. In addition, researchers found in the way consumers perceive a product. Consumers2not only see from function only as needs, however, see it as a means of fulfillment ofsatisfaction and self-actualization.Keywords: shopping motivation, online shopping, impulse buying, Instagram
Co-Authors Adlina Ghassani Ainun Soffani Aisyah Nurul Kusumastuti Aminuyati Amylia Meilani Annisa, Dennisa Teguh April Lia Hananto Aryanto, Dhanu Astari, Dewa Ayu Cistaning Astri Wulandari Atwal Arifin Azis Maulana Bambang Sunarto Bukhori, Rora Arviana Chairunnisa Widya Priastuty Christianto Richardus, Wisma Nugraha Cian Ramadhona Hassolthine Cistaning, Dewa Ayu Deddy Prihadi Deni Hardianto Devi Tassya Tiara Anggreini Dewa Ayu Cistaning Dewa Ayu Cistaning Astari Dien Noviany Rahmatika Durahman, Dudung Eichler, Luiz Emanuela Athalia Famila Dwi Winati Febriansyah, Delfin Firman Pribadi Freddy Yusanto Gema Nusantara Bakry Ghema Ajis Saputra Habibi, Burhan Yusuf Hadi Purnama Hadiniyati, Ghina Handriyotopo Handriyotopo Hasan, Yassar Henny Yulianti Huda, Muhammad Chairul I Putu Handara Widya P Ilham Pria Kusuma Ilman Kadori Indra Hutami Irawan, Bei Harira Isnata, Dita Jaka Waskita Jasmine Alya Pramesthi Justicia Chantika Khairunnisa Khairunnisa Khairunnisa Kharisma Nasionalita Kristianto, Giovanny Bangun Kusuma, Ilham Pria Lestari, Dannisa Maulita Martha Tri Lestari Mastur Mastur Mekeng , Ambros Magnus Rudolf Meyrawati A, Octania MIFTAHOL ARIFIN, MIFTAHOL Miswadi Miswadi Moch Yunus Kholis Mochamad Afi Adani Moh Faidol Juddi Muchammad Wahyu Adiyanto Mufti Arief Arfiansyah Muhammad Ray Febriano Muna, Fatimath Muslihudin, Muslihudin Mutaqin, Yudha Ibnu Nabila Noor Qisthani Nastain, M Nastain, M. Nastain, Muhamad Ningrum, Ema Wahyu Nova Nafisatul Maula Nugraha, Pulung Wicaksana Nugraha, Wisma Ch. R. Nuning Artati Nur Asma Robiatul Adawiyah Octavia, Dilla Olivya Naldi Permata, Dela Cahyaning Pradana, Zein Hanni Praharto, YB Prasetya, Muhamad Anjas Prasodjo, Matias Pratama, Rifta Alifia Putra Pujiono, Bagong Putu Isma Saraswati Qathrunnada, Zalfa Rahmayani, Audina Reformasi, Era Revina, Angelia Rizca Haqqu Roro Retno Wulan Ruth Mei Ulina Malau Sandi, Kadia Saskita Anzelia Indrawati Shania Nurul Syarifa Silva, Tiago Silvina Novia Purwandari Soleman, Soleman Soni Sadono Sugeng Bayu Wahyono Sugeng Nugroho Sunoto, Noto Susanto, Noto Susilawati, Agnes Dwita Syahid Abdullah Syilfa Fakhira Syilfa Fakhira Tambunan, William Jeans Tatik Harpawati Tenia Wahyuningrum Topik Mulyana Tukino, Tukino Ucuk Darusalam Wa Ode Suci Rahmayani Wibowo, Adi Kusna Wirakhmi, Ikit Netra Wulandari, Arieska Wulandari, Astri Yassar Hasan Yoga Walanda Caesareka Yoga Yogi Kurniawan Zalfa Qathrunnada