Muhammad Zaidan Rizqita, - (2024) PENGARUH TERPAAN IKLAN BELANJA SHOPEE TERHADAP PERILAKU IMPULSIVE BUYING: Studi Korelasi pada Pengguna E-Commerce Shopee Gen-z. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini dilakukan karena memperhatikan fenomena belanja online yang semakin digemari khususnya oleh khalayak Gen-Z di Indonesia. Semenjak pandemi Covid-19 belanja online hingga saat ini cenderung mengalami peningkatan karena berbagai kemudahan yang bisa didapatkan dan penawaran yang cukup menarik sehingga bisa menjadi pilihan menarik khalayak untuk berbelanja online melalui e-commerce. Hal tersebut ditunjukkan melalui survei yang dilakukan oleh Populix tahun 2023 sebesar 74% dari 507 responden berusia 18-26 tahun memilih online shopping dibandingkan offline shopping. Namun dengan belanja online hal yang cukup digemari menjadi salah satu penyebab seseorang bisa menjadi berperilaku impulsive buying. Terdapat beberapa pandangan dalam komunikasi bahwa salah satu faktor impulsive buying muncul dikarenakan terpaan iklan. Penelitian ini ingin melihat seberapa besar pengaruh terpaan iklan belanja online shopee terhadap perilaku impulsive buying pada Gen-Z yang menggunakan e-commerce shopee. Shopee sendiri merupakan e-commerce yang termasuk paling digemari di Indonesia dan termasuk sebagai pilihan e-commerce oleh Gen-Z. Pada penelitian ini menggunakan Teori Kultivasi, teori tersebut digunakan untuk menjelaskan hubungan dari terpaan iklan dalam konsep terpaan media mempengaruhi sub budaya khalayak menggemari belanja online dan yang ditayangkan melalui terpaan iklan e-commerce shopee dalam kemunculan perilaku impulsive buying. Alat pengumpulan data yang digunakan menggunakan kuesioner yang dibagikan kepada 100 responden Generasi-Z dengan rentang usia 15-27 tahun di Indonesia dan jenis penelitian ini adalah studi korelasi dengan pendekatan kuantitati. Hasil penelitian ini menunjukkan bahwa dalam dimensi terpaan iklan yakni frekuensi,durasi,dan atensi memiliki pengaruh signifikan terhadap perilaku impulsive buying dengan perolehan masing-masing nilai signifikansinya 0,000. Sedangkan jika secara simultan,terdapat pengaruh yang cukup dari terpaan iklan belanja online shopee terhadap perilaku impulsive buying, dengan nilai koefisien determinasi 51,7%. Pada tiga sub variabel (X) yang memiliki pengaruh paling besar adalah dimensi atensi yakni kepahaman khalayak dalam memahami pesan iklan itu sendiri. Untuk pengaruh sub variabel yang paling rendah terdapat pada sub variabel frekuensi. Dengan demikian dapat disimpulkan terpaan iklan belanja online shopee berpengaruh positif pada perilaku impulsive buying Gen-Z dengan pengaruh yang cukup/moderat. This research was conducted because it paid attention to the online shopping phenomenon which is increasingly popular, especially among the Gen-Z audience in Indonesia. Since the Covid-19 pandemic, online shopping has tended to increase due to the various conveniences that can be obtained and the offers are quite attractive so that it can be an attractive choice for the public to shop online through e-commerce. This was shown in a survey conducted by Populix in 2023, that 74% of 507 respondents aged 18-26 years chose online shopping compared to offline shopping. However, online shopping is something that is quite popular, which is one of the reasons why someone can become impulsive buying behavior. There are several views in communication that one of the factors of impulsive buying arises from exposure to advertising. This research wants to see how much influence exposure to Shopee online shopping advertisements has on the impulsive buying behavior of Gen-Z who use Shopee e-commerce. Shopee itself is the most popular e-commerce in Indonesia and is included as the e-commerce choice by Gen-Z. In this research, Cultivation Theory is used, this theory is used to explain the relationship between exposure to advertising in the concept of media exposure influencing the sub-culture of audiences who like online shopping and what is shown through exposure to Shopee e-commerce advertising in the emergence of impulsive buying behavior. The data collection tool used was a questionnaire distributed to 100 Generation-Z respondents with an age range of 15-27 years in Indonesia and this type of research was a correlation study with a quantitative approach. The results of this research show that the dimensions of advertising exposure, namely frequency, duration and attention, have a significant influence on impulsive buying behavior with each obtaining a significance value of 0.000. Meanwhile, simultaneously, there is sufficient influence from exposure to Shopee online shopping advertising on impulsive buying behavior, with a coefficient of determination value of 51.7%. The three sub-variables (X) that have the greatest influence are the attention dimension, namely the audience's understanding of the advertising message itself. The lowest influence of the sub-variables is found in the frequency sub-variable. Thus, it can be concluded that exposure to Shopee online shopping advertisements has a positive effect on Gen-Z's impulsive buying behavior with sufficient/moderate influence.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&authuser=1&user=bLcyXpUAAAAJ ID SINTA Dosen Pembimbing: Ridwan Effendi: 5993378 Kusnendi: 5993243 |
| Uncontrolled Keywords: | Terpaan iklan Belanja Online, Impulsive Buying, Teori Kultivasi, Gen-Z, E-commerce Shopee. Exposure to Online Shopping Ads, Impulsive Buying, Cultivation Theory, Gen-Z, E-commerce Shopee. |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Muhammad Zaidan Rizqita |
| Date Deposited: | 11 Oct 2024 07:11 |
| Last Modified: | 11 Oct 2024 07:11 |
| URI: | http://repository.upi.edu/id/eprint/127385 |
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