PENGARUH KEPERCAYAAN KONSUMEN TERHADAP TOKO ONLINE PADA PEMBELIAN IMPULSIF
Abstract
The purpose of this research is to invegate relationship between online store beliefs
(merchandise attractiveness, ease of use, enjoyment, website style), store’s site browsing,
and hedonic motives to consumer impulse buying behavior.In this context, a model was
proposed and tested on a sample of cstomers who made an impulse purchase at Nagisa
Zappelin.The model was tested using survey data from 120 customers of Nagisa Zappelin
online store. The result showed insignificant effects of merchandise attractiveness, ease
of use, enjoyment, website style, mediated by consumers’ emotions.
(merchandise attractiveness, ease of use, enjoyment, website style), store’s site browsing,
and hedonic motives to consumer impulse buying behavior.In this context, a model was
proposed and tested on a sample of cstomers who made an impulse purchase at Nagisa
Zappelin.The model was tested using survey data from 120 customers of Nagisa Zappelin
online store. The result showed insignificant effects of merchandise attractiveness, ease
of use, enjoyment, website style, mediated by consumers’ emotions.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
Performance by Fakultas Ekonomi & Bisnis, Universitas Jenderal Soedirman, Indonesia