PENGARUH FAKTOR INTERNAL DAN EKSTERNAL TERHADAP SIKAP DAN NIAT PEMBELIAN DARING
DOI:
https://doi.org/10.24034/j25485024.y2015.v19.i2.85Keywords:
pribadi inovasi, motivasi hedonik, desain situs, eWOM, sikap, niatAbstract
Berbelanja lewat internet semakin popular saat ini karena kemudahan yang ditawarkan dan harga yang lebih murah. Terdapat dua faktor utama yang mempengaruhi perilaku berbelanja daring, yaitu faktor internal dan eksternal. Penelitian terdahulu seringkali memfokuskan hanya pada salah satu faktor untuk memahami perilaku pembelian daring, misalnya pengaruh faktor-faktor internal atau faktor-faktor eksternal saja. Oleh karena itu, penelitian ini bertujuan untuk mengintegrasikan faktor internal (yaitu, pribadi inovasi dan motivasi hedonis) dan faktor eksternal (yaitu, desain web dan eWOM) untuk memprediksi sikap dan niat pembelian daring. Data dikumpulkan melalui kuesioner dengan menggunakan desian sampling non probabilitas. Jumlah responden adalah sebanyak 228 orang. Data kemudian dianalisis dengan menggunakan pendekatan model persamaan struktural (SEM). Hasil analisis menunjukkan 4 hipotesis didukung dan 1 hipotesis tidak didukung. Secara spesifik, hasil penelitian ini memperlihatkan bahwa pribadi yang inovatif bukan sebagai prediktor yang signifikan terhadao sikap untuk membeli daring. Studi ini juga menyampaikan keterbatasan dan arahan untuk penelitian selanjutnya.References
Adnan, H. 2014. An Analysis of the Factors Affecting Online Purchasing Behavior of Pakistani Consumers. International Journal of Marketing Studies 6(5): 133-148.
Aghdaie, S. F., A. Piraman, dan S. Fathi. 2011. An Analysis of Factors Affecting the Consumer’s Attitude of Trust and their Impact on Internet Purchasing Behavior. International Journal of Business and Social Science 2(23): 147-158.
Alam, S. S., Z. Bakar, H.B. Ismail dan M.N. Ahsan. 2008. Young consumers online shopping: an empirical study. Journal of Internet Business 5(1): 81-98.
Albarq, A. N. 2014. Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study. International Business Research 7(1): 14-22.
Allagui, A. dan J. F. Lemoine. 2008. Web Interface and Consumers Buying Intention in E-Tailing: Results From an Online Experiment. E - European Advances in Consumer Research 8: 24-30.
Amoroso, D. L. dan R. Lim. 2014. Innovativeness of Consumers in The Adoption of Mobile Technology in The Philippines. International Journal of Economics, Commerce and Management 2(1): 1-12.
Ariff, M. S., N. S. Yan, N. Zakuan, A. Z. Bahari dan A. Jusoh. 2013. Web-based Factors Affecting Online Purchasing Behaviour. IOP Conf.Series: Materials Scienceand Engineering 46: 1-10.
Baek, Y. 2013. Analysis of User’s Attitude Toward Apps, Intention To Use And Continual Consuming Intention-Focused On Mobile Commerce. International Journal of Contents 9(4): 35-44.
Bauer, H. H., S. J. Barnes, T. Reichardt dan M. M. Neumann. 2005. Driving Consumer Acceptance Of Mobile Marketing: A Theoretical Framework And Empirical Study. Journal of Electronic Commerce Research 6(3): 181-192.
Bhatti, T. 2007. Exploring Factors Influencing the Adoption of Mobile Commerce. Journal of Internet Banking and Commerce 12(3): 1-13.
Boyd, D. 2013. The Role of Gender in Innovation. https://www.psychologytoday. com /blog/ inside-the-box/201306/the-role-gender-in-innovation. Diakses tanggal 4 Mei 2015.
Chen, H. 2012. The Influence of Perceived Value and Trust on Online Buying Intention. Journal of Computers 7(7): 1655-1662.
Cho, S. dan W. Lee 2011. Hotel recruitment website design, aesthetics, attitude toward websites, and applicant attraction. International CHRIE Conference-Refereed Track. Paper 21. http://scholarworks. umass.edu/refereed/ICHRIE_2011/Wednesday/21.
Close, A. G., dan M. Kukar-Kinney. 2010. Beyond buying: Motivations behind consumers' online shopping cart use. Journal of Business Research 63(10): 986-988.
Cooper, D. R. dan P.S. Schindler. 2006. Marketing Research. McGraw-Hill Companies. New York.
Delafrooz, N., L. H. Paim, dan A. Khatibi. 2009. Developing an Instrument for Measurement of Attitude Toward Online Shopping. European Journal of Social Sciences 7(3): 166-177.
Delafrooz, N., L. H. Paim dan A. Khatibi. 2010. Students’ Online Shopping Behavior: An Empirical Study. Journal of American Science 6(1): 137-147.
Dhaundiyal, M. dan J. Coughlan. 2009. The Effect of Hedonic Motivations, Socialibility and Shyness on the Implusive Buying Tendencies of the Irish Consumer. Irish Academy of Management, 1-29.
Dlodlo, N. 2014. Developing An Online Shopping Value Framework For Consumers Of Non-Store Fashion Brands. International Business & Economics Research Journal 13(6): 1360-1363.
Elliott, M. T., dan P. S. Speck. 2005. Factors That Affect Attitude toward a Retail Web Site. Journal of Marketing Theory and Practice 13 (1): 40-51.
Fakharyan, M., M. R. Jalilvand, M. Elyasi dan M. Mohammadi. 2012. The Influence Of Online Word Of Mouth Communications On Tourists’ Attitudes Toward Islamic Destinations And Travel Intention: Evidence From Iran. African Journal of Business Management 6(38): 10381-10388.
Ghadi, I., N. H. Alwi, K. A. Bakar dan O. Talib. 2012. Construct Validity Exami- nation of Critical Thinking Dispositions for Undergraduate Students in University Putra Malaysia. Higher Education Studies 2(2): 138-145.
Gleim, M. R., S J. Lawson dan S.G. Robinson. 2015. When Perception Isn’t Reality: An Examination Of Consumer Perceptions Of Innovation. Marketing Management Journal 25 (1): 16-26.
Grabowski, P. 2014. Key Factors Influencing Online Consumer Behaviour – Backed By Research. http://ecommerceinsiders. com/key-factors-influencing-online-consumer-behaviour-backed-research-1981/. Diakses tanggal 19 Oktober 2015.
Hair, J. F., W.C. Black, B.J. Babin dan R.E. Anderson. 2010. Multivariate data Analysis. A Global Perspective. Pearson Education. New Jersey.
Hair, J. F., W .C. Black, B. J. Babin, R.E. Anderson dan R.L. Tatham. 2006. Multivariate Data Analysis. Pearson Education. New Jersey.
Hair, J. F., M. W. Celsi, D. J. Oritinau dan R.P. Bush. 2013. Essentials of Marketing Research. McGraw-Hill Companies. New York.
Han, M .C. 2014. How Social Network Characteristics Affect Users’ Trust and Purchase Intention. International Journal of Business and Management 9(8): 122-132.
Harris, C. R. dan M. Jenkins. 2006. Gender Differences in Risk Assessment: Why do Women Take ewer Risks than Men? Judgment and Decision Making 1(1): 48–63.
Hawkins, dan Mothersbaugh. 2010. Consumer Behavior: Building Marketing Strategy. McGraw-Hill/Irwin. United States.
Hemamalini, K. 2013. Influence of Product Types on Consumer’s Attitude towards Online Shopping: An Empirical Study in the Indian Context. International Journal of Marketing Studies 5(5): 41-52.
Hennig-Thurau, T., K.P. Gwinner, G. Walsh dan D. D. Gremler. 2004. Electronic Word-Of-Mouth Via Consumer-Opini- on Platforms: What Motivates Consumers To Articulate Themselves on The Internet. Journal of Interactive Marketing 18(1): 38-52.
Ho, C. H. dan W. Wu. 2011. Role of Innovativeness of Consumer in Relationship Between Perceived Attributes Of New Products And Intention To Adopt. International Journal of Electronic Business Management 9(3): 258-266.
Hsu, S. H. dan B. E. Bayarsaikhan. 2012. Factors Influencing on Online Shopping Attitude and Intention of Mongolian Consumers. The Journal of International Management Studies 7(2): 167-176.
Ikechukwu, A., P. Daubry dan I. Chijindu. 2012. Consumer Attitude: Some Reflections on Its Concept, Trilogy, Relationship with Consumer Behavior, and Marketing Implications. European Journal of Business and Management 4(13): 38-50.
Irani, N., dan K. H. Hanzaee. 2011. The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction. International Journal of Marketing Studies 3(3): 89-103.
Jalilvand, M. R., A. Ebrahimi dan N. Samiei 2013. Electronic Word of Mouth Effects on Tourist' Attitudes Toward Islamic Destinations and Travel Intention: an Empirical Study in Iran. Procedia - Social and Behavioral Sciences 81: 484 – 489.
Javadi, M. H., H. R. Dolatabadi, M. Nourbakhsh, A. Poursaeedi dan A.R. Asadollahi. 2012. An Analysis of Factors Affecting on Online Shopping Behavior of Consumers. International Journal of Marketing Studies 4(5): 82-85.
Jin, L. Y., dan A. Osman. 2014. Key Drivers Of Purchase Intention Among Undergraduate Students A Perspective Of Online Shopping. International Journal of Economics, Commerce and Management II(11): 1-11.
Jin, L. Y., A. Osman, A. R. Romle dan Y. Haji-Othman. 2015. Attitude towards Online Shopping Activities in Malaysia Public University. Mediterranean Journal of Social Sciences 6(5): 456-462.
Jung, L. S. 2014. A Study of Affecting the Purchasing Intention of Social Commerce. International Journal of Software Engineering and Its Applications 8(5): 73-84.
Juniwati. 2014. Influence of Perceived Usefulness, Ease of Use, Risk on Attitude and Intention to Shop Online. European Journal of Business and Management 6(27): 218-228.
Jusoh, Z. M. dan G. H. Ling. 2012. Factors Influencing Consumer's Attitude Towards E-Commerce Purchases Through Online Shopping. International Journal of Humanities and Social Science 2(4): 223-225.
Kaplan, M. 2011. Behavioral Differences Between Men and Women Influence Shopping. http://www.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping. Diakses tanggal 6 November 2015.
Kazakeviciute, A, dan J. Banyte. 2012. The Relationship of Consumers Perceived Hedonic Value and Behavior . Inzinerine Ekonomika-Engineering Economics 23(5): 533-536.
Keegan, W. J., dan M. C. Green. 2013. Global Marketing, 7th Edition. Pearson Education. United States.
Khan, A. dan C. R. Chavan. 2015. Factors Affecting On-Line Shoppers Behavior For Electronic Goods Purchasing In Mumbai: An Empirical Study. International Journal in Management and Social Science 3(3): 467-476.
Khan, N., S. H. Rahmani, H.Y. Hoe dan T. B. Chen. 2015. Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry. International Journal of Business and Management 10(10): 172-181.
Khare, A. 2011. Influence Of Hedonic And Utilitarian Values In Determining Attitude Towards Malls: A Case Of Indian Small City Consumers. Journal of Retail & Leisure Property 9: 429–442.
Kim, E. E. dan C. H. Lee. 2015. How Do Consumers Process Online Hotel Reviews? Journal of Hospitality and Tourism Technology 6(2): 113 - 126.
Laukkanen, T. dan M. Pasanen. 2007. Mobile Banking Innovators And Early Adopters: How They Differ From Other Online Users. Journal of Financial Services Marketing 13: 86-94.
Lee, S .H. 2009. How do online reviews affect purchasing intention? African Journal of Business Management 3(10): 576-581.
Lim, W. M., dan D. H. Ting. 2012. E-shopping: an Analysis of the Technology Acceptance Model. Modern Applied Science 6(4): 49-62.
Ling, K. C., L. T. Chai dan T. H. Piew. 2010. The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research 3(3): 63-76.
Ling, K. C., T. H. Piew dan L. T. Chai. 2010. The Determinants of Consumers’ Attitude Towards Advertising. Canadian Social Science 6(4): 114-126.
Ling, L. P. dan R. Yazdanifard. 2015. What Internal and External Factors Influence Impulsive Buying Behavior in online Shopping? Global Journal of Management and Business Research: EMarketing 15(5): 25-32.
Litvin, S. W., R. E. Goldsmith dan B. Pan. 2006. Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 1-31.
Mahmoud, A. B. 2013. Syrian Consumers: Beliefs, Attitudes, And Behavioral Responses To Internet Advertising. Vilnius Gediminas Technical University (Vgtu) Press Technika 14(4): 297-307.
Maholtra, N. K., dan D. F. Birks. 2006. Marketing Research: an Applied Approach. Pearson Education Limited. England.
Majali, M. A. 2015. Impact of WEBQUAL Dimensions on Customers Attitudes toward E-Reservation Services Adoption (ERSA) in Jordanian Hotels. European Journal of Business and Management 7(5): 85-95.
Mansour, I. H. 2012. Factors Affecting Consumers' Intentions To Accept Mobile Advertising in Sudan. Khartoum University Journal of Management Studies 5(1): 1-16.
Mata, F. J. dan A. Quesada. 2014. Web 2.0, Social Networks and E-commerce as Marketing Tools. Journal of Theoretical and Applied Electronic Commerce Research 9(1): 56-69.
Meskaran, F., Z. Ismail dan B. Shanmugam. 2013. Online Purchase Intention: Effects of Trust and Security Perception. Australian Journal of Basic and Applied Sciences 7(6): 307-315,.
Mikalef, P., M. Giannakos dan A. Pateli 2013. Shopping and Word-of-Mouth Intentions on Social Media. Journal of Theoretical and Applied Electronic Commerce Research 8(1): 17-34.
Naz, F. 2014. Word of Mouth and Its Impact on Marketing. International Journal of Scientific and Research Publications 4(1): 1-4.
Ningrum, D. W. 2015. CEO Zalora: Orang Indonesia Belanja Online Saat Ngantor. http://tekno.liputan6.com/read/2234125/ceo-zalora-orang-indonesia-belanja-online saat-ngantor. Diakses tanggal 21 November 2015.
O’Brien, H. 2010. The Influence of Hedonic And Utilitarian Motivations on User Engagement: The Case of Online Shopping Experiences. Interacting with Computers: Special Issue on User Experience 22(5): 344-352.
Park, C., Y. Wang, Y. Yao dan Y. R. Kang. 2011. Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility. International Journal of Social Science and Humanity 1(1): 74-79.
Pietro, L. D., F. D. Virgilio dan E. Pantano. 2012. Social Network For The Choice of Tourist Destination: Attitude And Behavioural Intention. Journal of Hospitality and Tourism Technology 3(1): 60 - 76.
Pookulangara, S. dan P. Natesan. 2010. Examining Consumer' Channel-Migration Intention Utilizing Theory of Planned Behavior: A Multigroup Analysis. International Journal of Electronic Commerce Studies 1(2): 97-116.
Poyry, E., P. Parvinen dan T. Malmivaara. 2012. Hedonic and Utilitarian Motivations to Use Facebook Brand Communities and Their Effect on Purchase Intentions. http://www.globalsalesscien- ceinstitute.org/wp-content/uploads/2013/ 01/Hedonic-and-Utilitarian-Motivations-to-Use-Facebook-Brand-Communities-and-Their-Effect-on-Purchase-Intentions-Paper-to-publish.pdf. Diakses tanggal 10 November 2015.
Putra, D. D. 2015. Trend Digitalisasi Global dan Dampaknya Terhadap Indonesia. http://inovasipintar.com/trend-digitalisasi-global-dan-dampaknya-terhadap-indonesia/. Diakses tanggal 24 September 2015.
Putro, H. B. dan B. Haryanto. 2015. Factors Affecting Purchase Intention of Online Shopping in Zalora Indonesia. British Journal of Economics, Management & Trade 9(1): 1-12.
Qinghe, Y., C. Wenyuan dan L. Kaiming. 2014. The online shopping change the retail business model: A survey of the people use online shopping in China. IOSR Journal of Business and Management 15(5): 77-110.
Quaddus, M. dan J. Xu. 2006. Examining a Model of On-Line Auction Adoption: A Cross-Country Study. The Tenth Pacific Asia Conference on Information Systems. http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1046&context=pacis2006. Diakses tanggal 11 November 2015.
Rafique, M., M. Rizwan, A. Batool dan F. Aslam. 2014. Extending TAM, in terms of Trust and Attitude towards the online shopping intention. Journal of Public Administration and Governance 4(3): 90-108.
Rizwan, M., S.M. Umair, H. M. Bilal, MueenAkhtar dan M. SajidBhatti. 2014. Determinants Of Customer Intentions For Online Shopping: A Study From Pakistan. Journal of Sociological Research 5(1): 248-272.
Sam, M. F., dan M.N Tahir. 2009. Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Basic & Applied Sciences IJBAS-IJENS 9(10): 4-9.
Santoso, S. 2007. Structural Equation Modelling Konsep dan Aplikasi dengan AMOS . PT. Elex Media Komputindo. Jakarta.
Sarkar, A. 2011. Impact of Utilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits and Risks in Online Shopping. International Management Review 7(1): 58-60.
Sekaran, U. dan R. Bougie. 2013. Research Methods for Business: A Skill Building Approach. John Wiley & Sons Ltd. United Kingdom.
Shafique, F. dan K. Mahmood. 2010. Model Development as a Research Tool: An Example of PAK-NISEA. Library Philosophy and Practice: http://digitalcom mons.unl.edu/cgi/viewcontent.cgi? article= 1440&context=libphilprac. Diakses tang- gal 11 November 2105.
Shergill, G. S. dan Z. Chen. 2005. Web-Based Shopping: Consumer’ Attitudes Toward Online Shopping in New Zealand. Journal of Electronic Commerce Research 6(2): 79-94.
Shiau, W. L., dan H. C. Wu. 2013. Using Curiosity and Group-buying Navigation to Explore the Influence of Perceived Hedonic Value, Attitude, and Group-buying Behavioral Intention. Academy Publisher: 2169-2176.
Sinteniki, F. 2014. Masih Baguskah Peluang Usaha Bisnis Online di 2014?. http:// www.nekatusaha.com/2014/01/masih-bagus kah-peluang-usaha-bisnis.html. Diakses tanggal 24 Mei 2015.
Son, J. E., H .W. Kim dan Y. J .Jang. 2012. Investigating Factors Affecting Electronic Word-Of- Mouth In The Open Market Context: A Mixed Methods Approach. Pacific Asia Conference on Information Systems 2012 Proceedings. http://aisel.aisnet.org/cgi/viewcontent.cgi? article=1109&context=pacis2012. Diakses tanggal 11 November 2015.
Szymanski, D. M., M. W. Kroff dan L. C. Troy. 2007. Innovativeness And New Product Success: Insights From The Cumulative Evidence. J. of the Acad. Mark. Sci. 35: 35–52.
Talukder, M., H. Harris dan G. Mapunda. 2008. Adoption of Innovations by Individuals within Organizations: An Australian Study. Asia Pacific Management Review 13(2): 463-480.
Tian, Y., dan Dong, H. 2013. An Analysis of Key Factors Affecting User Acceptance of Mobile Payment Service. Prosiding Informatics and Application (ICIA), 2013 Second International Conference. Lodz, IEEE: 240-246.
Topaloglu, C. 2012. Consumer Motivation and Concern Factors For Online Shopping in Turkey. Asian Academy of Management Journal 17(2): 1-19.
Tseng, C. H. 2013. How Electronic Wom Affects Behaviors Of Virtual Community Members? Proceedings for the Northest Region Decision Institute 2013. http://connection.ebscohost.com/c/ articles/88837695/how-electronic-wom-affects-behaviors-virtual-community-members. Diakses tanggal 20 Mei 2015.
Tseng, W.C. dan C.H. Chang. 2015. A Study of Consumers’ Organic Products Buying Behavior in Taiwan- Ecologically Conscious Consumer Behavior as A Segmentation Variable. International Proceedings of Management and Economy 84: 43-48.
Wang, H. 2015. Study of Influencing Factors on Consumer Online Impulse Buying. Management Science and Research: 19-25.
Wang, N., D. Liu, D dan J. Cheng. 2008. Study on the Influencing Factors of Online Shopping. Atlantis Press, 1-4.
Wang, S., S. Wang dan M.T. Wang. 2006. Shopping Online or Not? Cognition and Personality Matters. Journal of Theoretical and Applied Electronic Commerce Research 1(3): 68 - 80.
Watchravesringkan, K., N. Hodges dan Y. Kim. 2010. Exploring consumers’ adoption of highly technological fashion products: The role of extrinsic and intrinsic motivational factors. Journal of Fashion Marketing and Management 14(2): 263-281.
Wen, I. 2009. Factors affecting the online travel buying decision: a review. International Journal of Contemporary Hospitality Management 21(6): 752-766.
Wirtz, J., P. Chew dan C. Lovelock. 2012. Essentials of Services Marketing. 2nd Edition. Pearson Education South Asia Pte Ltd. Singapore.
Xiaorong, F., Z. Bin, X. Qinghong, X. Liuli dan C. Yu. 2011. Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research 1(2): 37-52.
Yocco, V. 2015. How To Have Users Spread Your Innovation Like Wildfire. http:// www.smashingmagazine.com/2015/01/how-to-have-users-spread-your-innovation-like-wildfire/. Diakses tanggal 10 November 2015.
Zarco, T. H. 2015. Effects of Online Review Valence on Consumer Attitudes and Behavioral Intentions. Philippine Management Review 22: 75-88.
Zarrad, H. dan M. Debabi. 2015. Analyzing the Effect of Electronic Word of Mouth on Tourists’ attitude toward Destination and Travel Intention. International Research Journal of Social Sciences 4(4): 53-60.
