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Pengaruh Penelusuran Hedonis dan Penelusuran Utilitarian pada Dorongan Pembelian Impulsif Konsumen Papan Pasar Daring Santi Budiman; Eny Sulistyowati
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.4833

Abstract

The purpose of this study was to determine the situational factors that make consumers who use the market board application dare to have the urge to make impulsive purchases. This was done because impulsive buying is the most common behavior in purchasing. The research model consists of interpersonal influences, visual appeal, portability, hedonic search, and utilitarian search. Furthermore, hedonic search and utilitarian search on impulse buying drives. Sampling in this study used non-probability with a purposive sampling technique. The sample size was 203 respondents. The data collection technique in this study used a questionnaire distributed online according to predetermined criteria, namely mobile device users in accessing the online market board application, and having made at least one purchase in the last six months. The data analysis method used is Structural Equation Modeling (SEM). The findings of this study indicate that interpersonal influences affect both hedonic and utilitarian search activities, visual appeal does not affect hedonic search but does affect utilitarian search, portability does not affect hedonic search, but does affect utilitarian search. Utilitarian search has no effect on impulse buying drive, and hedonic search has an effect on impulse buying drive.
Strategi Green Marketing dalam Membangun Loyalitas Konsumen di Era Kesadaran Lingkungan Pada Produk FMCG di Kabupaten Pacitan Fajar Dino Prawika; Sukesi Sukesi; Sayekti Suindyah Dwiningwarni; Kumarashvira Subramaniam; Santi Budiman
POINT: Jurnal Ekonomi dan Manajemen Vol. 8 No. 1 (2026): POINT JURNAL
Publisher : Program Studi Manajemen Universitas Muslim Maros

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46918/point.v8i1.3169

Abstract

Penelitian ini bertujuan untuk menganalisis implementasi strategi pemasaran hijau dalam membangun loyalitas konsumen di sektor Barang Konsumsi Cepat Laku (FMCG) di Kabupaten Pacitan pada era kesadaran lingkungan. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus, melalui pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi yang dilakukan di Toko Pandu Jaya sebagai lokasi penelitian. Analisis data menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan verifikasi. Hasil penelitian menunjukkan bahwa praktik pemasaran hijau, khususnya pada aspek kemasan ramah lingkungan, distribusi efisien, dan promosi transparan, memiliki pengaruh signifikan terhadap persepsi konsumen dan mampu memperkuat loyalitas. Konsumen menunjukkan tingkat kepercayaan dan niat pembelian kembali yang lebih tinggi ketika dihadapkan dengan praktik berkelanjutan, didukung oleh meningkatnya kesadaran lingkungan. Namun, penelitian ini juga menemukan hambatan seperti pengetahuan konsumen yang terbatas, hambatan biaya, dan risiko greenwashing. Implikasi dari penelitian ini menegaskan bahwa pemasaran hijau tidak hanya mampu meningkatkan loyalitas konsumen, tetapi juga mendorong praktik bisnis berkelanjutan dan konservasi lingkungan. Hasil studi ini memberikan kontribusi strategis bagi perusahaan FMCG untuk menyelaraskan operasional dengan nilai-nilai keberlanjutan dan berfungsi sebagai referensi bagi pemerintah dalam merumuskan kebijakan pendukung.
Pengaruh Penelusuran Hedonis dan Penelusuran Utilitarian pada Dorongan Pembelian Impulsif Konsumen Papan Pasar Daring Santi Budiman; Eny Sulistyowati
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.4833

Abstract

The purpose of this study was to determine the situational factors that make consumers who use the market board application dare to have the urge to make impulsive purchases. This was done because impulsive buying is the most common behavior in purchasing. The research model consists of interpersonal influences, visual appeal, portability, hedonic search, and utilitarian search. Furthermore, hedonic search and utilitarian search on impulse buying drives. Sampling in this study used non-probability with a purposive sampling technique. The sample size was 203 respondents. The data collection technique in this study used a questionnaire distributed online according to predetermined criteria, namely mobile device users in accessing the online market board application, and having made at least one purchase in the last six months. The data analysis method used is Structural Equation Modeling (SEM). The findings of this study indicate that interpersonal influences affect both hedonic and utilitarian search activities, visual appeal does not affect hedonic search but does affect utilitarian search, portability does not affect hedonic search, but does affect utilitarian search. Utilitarian search has no effect on impulse buying drive, and hedonic search has an effect on impulse buying drive.
Co-Authors Eny Sulistyowati Fajar Dino Prawika Kumarashvira Subramaniam Sayekti Suindyah Dwiningwarni Sukesi Sukesi