PENGARUH HEDONIC SHOPPING, PERCEIVED VALUE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI ICON MALL BALI
Keywords:
Hedonic Shopping, Perceived Value, Social Media Marketing, Keputusan Pembelian
Abstract
Strategi pemasaran memegang peranan penting dalam meningkatkan keputusan pembelian guna mencapai profitabilitas yang optimal. Perusahaan perlu mengimplementasikan berbagai upaya, seperti menawarkan nilai tambah pada produk untuk merangsang motivasi belanja hedonis pengunjung, yang pada akhirnya dapat meningkatkan keputusan pembelian. Salah satu cara yang dapat dilakukan adalah melalui pemasaran media sosial, yang dapat menjangkau audiens yang lebih luas. Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping, perceived value dan social media marketing terhadap keputusan pembelian di Icon Mall Bali. Sampel yang digunakan berjumlah 105 responden, yang merupakan pengunjung Icon Mall Bali. Teknik pengambilan sampel menggunakan metode purposive sampling dengan pendekatan non-probability sampling. Data diperoleh melalui kuesioner dengan skala Likert dan dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa hedonic shopping, perceived value dan social media marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.
References
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Basso, K., Duschitz, C. D., Giacomazzi, C. M., Sonego, M., Rossi, C. A., & Reck, D. (2019). Purchase Decision And Purchase Delay Of Hedonic And Utilitarian Products In The Face Of Time Pressure And Multiplicity Of Options. Revista De Gestao, 25(1).
Damayanti, N. P. (2022). Pengaruh Brand Image, Iklan Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Online Portal Traveloka Di Kota Denpasar. Skripsi, Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? . E3S Web of Conferences.
Firmandani, W., Sya’bania, A. F., Abdani, F., & Madani, E. (2021). Analysis of Indonesian Consumer Online Shopping Behavior During the Covid-19 Pandemic: A Shopee Case Study. The International Journal of Business Review (the Jobs Review), 4(2), 191–201.
Hanaysha, J. R. (2018). An Examination Of The Factors Affecting Consumer’s Purchase Decision In The Malaysian Retail Market, Faculty Of Business And Management DRB-HICOM University Of Automotive Malaysia, Pekan, Malaysia. PSU Research Review: An International Journal.
Hannan, S., Piramita, S., & Purba, J. H. (2023). A Digital Marketing Strategy Using Social Media Marketing To Increase Consumer Purchase Decisions Mediated By Brand Perception. Jurnal Aplikasi Manajemen, 21(3).
Hazizah, M. I., & Ermawati, E. A. (2021). The impact of hedonic shopping value, shopping lifestyle, and positive emotions on consumer purchasing decisions at Traveloka. Journal of Applied Sciences in Travel and Hospitality, 4(2).
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Paramitha, N. P., Sulhaini, & Saufi, A. (2022). The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying. International Journal of Multicultural and Multireligious Understanding, 9(2), 54-67.
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Puspitasari, D. A., & Indriani, F. (2018). Analisis Pengaruh Perceived Quality, Perceived Value dan Perceived Risk Terhadap Keputusan Pembelian Online. Diponegoro Journal of Management, 7(4).
Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2023). Executing Marketing Through A Gender Lens: A Consumer Purchase Decision- Making Study In An Emerging Economy. Arab Gulf Journal of Scientific Research. doi:10.1108/AGJSR-02-2023-0064
Vidyanata, D. (2022). Stimulus-Organism Response (S-O-R) Model Application In Examining The Influence Of Social Media Marketing On Purchase Decisions In The Healthcare Industry: The Mediating Role Of Brand Trust. Jurnal of Applied Management, 20(3).
www.google.com. (2024). Hämtat från https://www.google.com/maps/@- 8.5955427,115.2719045,15z?authuser=0&entry=ttu
Yaputra, P. (2020). Pengaruh Social Media Marketing, Store Environment, Sales Promotion dan Perceived Value Terhadap Purchase Decision Pengunjung Sogo Department Store. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1).
Ajzen, & Fishbein. (1988). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. MA: Addison-Wesley people.umass.edu/aizen/pubs/book/ch1.pdf .
Alimudin, A., Meidiaswati, H., & Cicilia, L. (2023). The Influence of Hedonic Shopping Motivation and Shopping Lifestyle Moderated by Social Media Marketing on Impulsive Buying among Shopee Consumers. International Management Conference and Progressive Paper.
Asnawati, & Sri, W. (2018). Pengaruh Motivasi Belanja Hedonic Terhadap Impuls Buying. RJOAS, , 2(74).
Baek, E., & Choo, H. J. (2015). Effects Of Peer Consumption On Hedonic. Social Behaviour And Personality, 43(7), 1085–1100.
Basso, K., Duschitz, C. D., Giacomazzi, C. M., Sonego, M., Rossi, C. A., & Reck, D. (2019). Purchase Decision And Purchase Delay Of Hedonic And Utilitarian Products In The Face Of Time Pressure And Multiplicity Of Options. Revista De Gestao, 25(1).
Damayanti, N. P. (2022). Pengaruh Brand Image, Iklan Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Online Portal Traveloka Di Kota Denpasar. Skripsi, Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? . E3S Web of Conferences.
Firmandani, W., Sya’bania, A. F., Abdani, F., & Madani, E. (2021). Analysis of Indonesian Consumer Online Shopping Behavior During the Covid-19 Pandemic: A Shopee Case Study. The International Journal of Business Review (the Jobs Review), 4(2), 191–201.
Hanaysha, J. R. (2018). An Examination Of The Factors Affecting Consumer’s Purchase Decision In The Malaysian Retail Market, Faculty Of Business And Management DRB-HICOM University Of Automotive Malaysia, Pekan, Malaysia. PSU Research Review: An International Journal.
Hannan, S., Piramita, S., & Purba, J. H. (2023). A Digital Marketing Strategy Using Social Media Marketing To Increase Consumer Purchase Decisions Mediated By Brand Perception. Jurnal Aplikasi Manajemen, 21(3).
Hazizah, M. I., & Ermawati, E. A. (2021). The impact of hedonic shopping value, shopping lifestyle, and positive emotions on consumer purchasing decisions at Traveloka. Journal of Applied Sciences in Travel and Hospitality, 4(2).
Ilahi, K., & Syaefulloh. (2024). Pengaruh Brand Image Dan Hedonic Shopping Terhadap Purchase Decision Melalui Perceived Value Pada Jam Tangan Alexander Christie (Studi Kasus Pada Mahasiswa Di Kota Pekanbaru). Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1).
Imbayani, I. G., & Astiti, N. P. (2022). The Influence Of Trust, Advertising And Quality Of Online Services On Online Purchase Decisionsin The City Of Denpasar. American Journal of Humanities and Social Sciences Research (AJHSSR), 6(7), 294-301.
Kotler, P., & Armstrong, G. (2016). Priciples of Marketing (16th ed. Global Edition uppl.). England: Pearson Education Limited.
Maslow, A. H. (1994). Motivasi dan Kepribadian (Teori Motivasi. Jakarta: PT PBP.
Mulcahy, R. e. (2024). I’m a believer! Believability Of Social Media Marketing.
International Journal of Information Management, 75.
Mulyansyah, G. T., & Sulistyowati, R. (2021). Pengaruh Digital Marketing Berbasis Social Media Terhadap Keputusan Pembelian Kuliner Di Kawasan G-Walk Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(1).
Okadiani, L. B., Mitariani, N. W., & Imbayani, I. G. (2019). Pengaruh Green Product dan Social Media Marketing Terhadap Keputusan Pembelian Produk Pada Pt. Sensatia Botanicalsni. Jurnal Ilmu Manajemen, 9(1).
Paramitha, N. P., Sulhaini, & Saufi, A. (2022). The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying. International Journal of Multicultural and Multireligious Understanding, 9(2), 54-67.
Prayoga, I. M., Adiyadnya, M. S., & Putra, B. N. (2020). Green Awareness Effect on Consumers’ Purchasing Decision. APMBA (Asia Pacific Management and Business Application), 8(3), 199-208.
Puspitasari, D. A., & Indriani, F. (2018). Analisis Pengaruh Perceived Quality, Perceived Value dan Perceived Risk Terhadap Keputusan Pembelian Online. Diponegoro Journal of Management, 7(4).
Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2023). Executing Marketing Through A Gender Lens: A Consumer Purchase Decision- Making Study In An Emerging Economy. Arab Gulf Journal of Scientific Research. doi:10.1108/AGJSR-02-2023-0064
Vidyanata, D. (2022). Stimulus-Organism Response (S-O-R) Model Application In Examining The Influence Of Social Media Marketing On Purchase Decisions In The Healthcare Industry: The Mediating Role Of Brand Trust. Jurnal of Applied Management, 20(3).
www.google.com. (2024). Hämtat från https://www.google.com/maps/@- 8.5955427,115.2719045,15z?authuser=0&entry=ttu
Yaputra, P. (2020). Pengaruh Social Media Marketing, Store Environment, Sales Promotion dan Perceived Value Terhadap Purchase Decision Pengunjung Sogo Department Store. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1).
Published
2025-03-19
Section
Articles
