MODEL EXPERIENTIAL E-COMMERCE IMAGE (EECI) DALAM MENINGKATKAN IMPULSE BUYING PADA E-COMMERCE DI INDONESIA

Budi Prasetiyo, - and Ratih Hurriyati, - and Puspo Dewi Dirgantari, - and Bambang Widjajanta, - (2025) MODEL EXPERIENTIAL E-COMMERCE IMAGE (EECI) DALAM MENINGKATKAN IMPULSE BUYING PADA E-COMMERCE DI INDONESIA. S3 thesis, Universitas Pendidikan Indonesia.

Abstract

Impulse buying merupakan salah satu penggerak utama pertumbuhan penjualan di industri e-commerce. Namun, data menunjukkan adanya penurunan tingkat impulse buying konsumen Indonesia dari tahun ke tahun. Penelitian ini bertujuan mengembangkan Experiential E-commerce Image (EECI) sebagai pendekatan strategis untuk meningkatkan impulse buying. EECI merupakan konstruk baru yang menggabungkan elemen brand image dan pengalaman digital secara holistik, guna mengatasi keterbatasan teori terdahulu yang dinilai belum merepresentasikan karakteristik pengalaman belanja daring secara utuh. Penelitian ini juga dilatarbelakangi oleh belum konsistennya hasil temuan empiris mengenai pengaruh Live Streaming E-commerce (LSEC), Electronic Word of Mouth (EWOM), dan Flash sale (FS) terhadap impulse buying. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui proportional purposive sampling. Responden adalah pengguna aktif platform e-commerce (Shopee, Tokopedia, Lazada, dan TikTok Shop) yang memiliki fitur flash sale dan live Streaming. Pengolahan data dilakukan dengan Structural Equation Modeling (SEM). Variabel utama yang diuji adalah LSEC, EWOM, FS, EECI, dan impulse buying. Hasil penelitian menunjukkan bahwa LSEC, EWOM, dan FS berpengaruh signifikan terhadap pembentukan EECI. Selanjutnya, EECI terbukti memediasi secara signifikan pengaruh ketiga variabel tersebut terhadap impulse buying. Ini mengindikasikan bahwa persepsi konsumen terhadap pengalaman belanja digital—melalui dimensi psikologis, fungsional, dan kualitas website—memegang peranan penting dalam mendorong keputusan pembelian secara impulsif. Kontribusi teoritis dari penelitian ini adalah pengembangan konstruk EECI yang berakar pada Self-Regulation Failure Theory. Sedangkan kontribusi praktisnya adalah masukan bagi pelaku e-commerce dalam merancang strategi pemasaran yang mampu menciptakan pengalaman berbelanja yang menarik dan memicu impulse buying. Rekomendasi utama adalah penguatan fitur interaktif, ulasan positif, dan promosi berbatas waktu yang dikemas secara emosional. Impulse buying is one of the primary drivers of sales growth in the e-commerce industry. However, recent data indicate a year-on-year decline in impulse buying behavior among Indonesian consumers. This study aims to develop the Experiential E-commerce Image (EECI) as a strategic approach to increase impulse buying. EECI is a novel construct that integrates brand image and digital experience in a holistic manner, addressing the limitations of previous theories that inadequately reflect the comprehensive nature of online shopping experiences. The study is also motivated by inconsistent empirical findings on the effects of Live Streaming E-commerce (LSEC), Electronic Word of Mouth (EWOM), and Flash sale (FS) on impulse buying. A quantitative method was employed, using proportional purposive sampling to gather data. Respondents consisted of active users of e-commerce platforms (Shopee, Tokopedia, Lazada, and TikTok Shop) that offer flash sale and live Streaming features. Data were analyzed using Structural Equation Modeling (SEM). The main variables tested were LSEC, EWOM, FS, EECI, and impulse buying. The results show that LSEC, EWOM, and FS significantly influence the formation of EECI. Furthermore, EECI significantly mediates the effects of these three variables on impulse buying. This indicates that consumers’ perceptions of digital shopping experiences—through Psychological, functional, and website quality dimensions—play a crucial role in driving impulsive purchasing decisions. The theoretical contribution of this research lies in the development of the EECI construct, which is rooted in Self-Regulation Failure Theory. The practical contribution offers insights for e-commerce practitioners in designing marketing strategies that create compelling shopping experiences and stimulate impulse buying. Key recommendations include enhancing interactive features, encouraging positive reviews, and designing emotionally appealing time-limited promotions.

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Item Type:	Thesis (S3)
Additional Information:	https://scholar.google.co.id/citations?user=UrWbiT4AAAAJ&hl=en ID Sinta Dosen Pembimbing: Ratih Hurriyati: 5984336 Puspo Dewi Dirgantari: 5980376 Bambang Widjajanta: 5984870
Uncontrolled Keywords:	Pembelian impulsif, Experiential E-commerce Image, E-Commerce, Live streaming, EWOM, Flash Sale Impulse buying, Experiential E-commerce Image, E-commerce, Live Streaming, EWOM, Flash sale
Subjects:	H Social Sciences > HF Commerce
Divisions:	Sekolah Pasca Sarjana > Ilmu Manajemen S-3
Depositing User:	Budi Prasetiyo
Date Deposited:	02 Sep 2025 02:21
Last Modified:	02 Sep 2025 02:21
URI:	http://repository.upi.edu/id/eprint/136933

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