MOTIF HEDONIS, UTILITARIAN DAN NORMA SUBYEKTIF DALAM BERBELANJA ONLINE SELAMA PANDEMI COVID-19

Siti Titta Partini

Siti Titta Partini STIE Kridatama Bandung

Keywords: Motif Hedonis, Motif Utilitarian, Motif Norma Subyektif, Niat Belanja Online, Hedonic Motive, Utilitarian Motive, Subjective Norm, Purchasing Intention

Abstract

Abstrak

Penelitian bertujuan mengetahui pengaruh Motif Hedonis, Utilitarian dan Norma Subyektif terhadap Niat Belanja Online selama masa pandemi COVID-19, menggunakan pendekatan kuantitatif dengan sampel 134 orang dan accidental technical sampling. Pengumpulan data dilakukan dengan observasi, studi kepustakaan dari artikel jurnal, buku, serta menyebarkan kuestioner elektronik mengingat keadaan pandemi COVID-19 tidak memungkinkan menyebarkan angket secara fisik. Analisis data statistik menggunakan Analisis jalur (Path Analysis) dengan bantuan software SPSS versi 26,0. Hasil penelitian menunjukkan bahwa Motif Hedonis dan Utilitarian secara parsial berpengaruh positif signifikan terhadap Niat Berbelanja Online, Motif Utilitarian memberikan pengaruh terbesar. Motif Norma Subyektif tidak berpengaruh signifikan. Implikasinya, agar survive dalam kondisi pandemi COVID-19 toko online perlu meningkatkan kegunaan penawaran produk atau jasanya, kemudahan penggunaan teknologi, inovasi manfaat produk dan layanan terkait protokol kesehatan yang dilakukan konsumen selama pandemi COVID-19.

Abstract

The research aims to see the influence of Hedonic, Utilitarian, and Subjective Norms on Online Shopping Intention during the COVID-19 pandemic, using a quantitative approach with a sample of 134 people and accidental technical sampling. Data collection was carried out by observation, literature study from journal articles, books, and electronic questionnaire analysis considering that the COVID-19 pandemic does not support physical questionnaires. Statistical data analysis used Path Analysis with the help of SPSS version 26.0 software. The results showed that the Hedonic and Utilitarian motives partially had a significant positive effect on online shopping intentions, the utilitarian motives had the greatest influence. Subjective Norm Motive has no significant effect. The implication is that in order to survive the conditions of the COVID-19 pandemic, online shops need to increase the benefits of their product or service offerings, use technology, innovate product and service benefits related to health protocols carried out by consumers during the COVID-19 pandemic.

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