PENGARUH PERCEIVED INTERACTIVITY DAN PERCEIVED RISK DALAM PENGGUNAAN METODE PEMBAYARAN DIGITAL (E-WALLET) TERHADAP IMPULSIVE BUYING WISATA KULINER: Studi pada Generasi Z

    Lavenia, - and Heri Puspito Diyah Setiyorini, - and Rijal Khaerani, - (2025) PENGARUH PERCEIVED INTERACTIVITY DAN PERCEIVED RISK DALAM PENGGUNAAN METODE PEMBAYARAN DIGITAL (E-WALLET) TERHADAP IMPULSIVE BUYING WISATA KULINER: Studi pada Generasi Z. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh perceived interactivity dan perceived risk dalam penggunaan metode pembayaran digital (E-Wallet) terhadap impulsive buying pada wisata kuliner, khususnya pada Generasi Z di Jakarta. Dalam penelitian ini menggunakan dua variabel bebas yaitu variabel perceived interactivity yang terdiri dari 3 dimensi: responsiveness, personalization dan connedtedness serta variabel perceived risk yang terdiri dari 3 dimensi: security, financial dan privacy. Impulsive Buying sebagai variabel terikat yang terdiri dari 3 dimensi: spontaneous, unplanned, dan lack of self-control. Penelitian ini menggunakan analisis Structural Equation Modeling (SEM) dan Confirmatory Factor Analysis (CFA) untuk mengetahui dan memvalidasi kesesuaian hipotesis yang diajukan. Hasil penelitian menunjukkan bahwa perceived interactivity berpengaruh positif signifikan terhadap impulsive buying, yang berarti semakin tinggi interaktivitas yang dirasakan dalam penggunaan E-Wallet, semakin besar pula kecenderungan Generasi Z untuk melakukan pembelian impulsif. Sebaliknya, perceived risk memiliki pengaruh negatif signifikan, di mana semakin tinggi risiko yang dirasakan, semakin rendah kecenderungan impulsive buying. Penelitian ini memberikan kontribusi bagi pelaku industri kuliner dan penyedia layanan E-Wallet dalam merumuskan strategi pemasaran digital yang efektif dengan memperhatikan interaktivitas aplikasi serta meminimalkan risiko yang dirasakan konsumen. This study aims to analyze the influence of perceived interactivity and perceived risk in the use of digital payment methods (E-Wallet) on impulsive buying in culinary tourism, particularly among Generation Z in Jakarta. The research employs two independent variables: perceived interactivity, which consists of three dimensions: responsiveness, personalization, and connectedness and perceived risk, which consists of three dimensions: security, financial, and privacy. Impulsive buying serves as the dependent variable with three dimensions: spontaneous, unplanned, and lack of self-control. The study applies Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) to examine and validate the proposed hypotheses. The results indicate that perceived interactivity has a significant positive effect on impulsive buying, meaning that the higher the interactivity perceived in the use of E-Wallets, the greater the tendency of Generation Z to engage in impulsive purchases. Conversely, perceived risk has a significant negative effect, implying that the higher the risk perceived, the lower the tendency toward impulsive buying. This research contributes to the culinary industry and E-Wallet service providers by offering insights into formulating effective digital marketing strategies that emphasize application interactivity while minimizing perceived consumer risks.

    Baca Full Text klik disini
    [thumbnail of S_MPP_2100336_Title.pdf] Text
    S_MPP_2100336_Title.pdf
    Download (969kB)
    [thumbnail of S_MPP_2100336_Chapter1.pdf] Text
    S_MPP_2100336_Chapter1.pdf
    Download (567kB)
    [thumbnail of S_MPP_2100336_Chapter2.pdf] Text
    S_MPP_2100336_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (857kB)
    [thumbnail of S_MPP_2100336_Chapter3.pdf] Text
    S_MPP_2100336_Chapter3.pdf
    Download (767kB)
    [thumbnail of S_MPP_2100336_Chapter4.pdf] Text
    S_MPP_2100336_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    [thumbnail of S_MPP_2100336_Chapter5.pdf] Text
    S_MPP_2100336_Chapter5.pdf
    Download (487kB)
    [thumbnail of S_MPP_2100336_Appendix.pdf] Text
    S_MPP_2100336_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (2MB)
    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: SINTA ID DOSEN PEMBIMBING Heri Puspito Diyah Setiyorini: 5978343 Rijal Khaerani: 6722119
    Uncontrolled Keywords: Impulsive Buying, Perceived Interactivity, Perceived Risk, E-wallet, Wisata Kuliner
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HF Commerce
    H Social Sciences > HJ Public Finance
    L Education > L Education (General)
    T Technology > T Technology (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
    Depositing User: Lavenia
    Date Deposited: 23 Oct 2025 07:39
    Last Modified: 23 Oct 2025 07:39
    URI: http://repository.upi.edu/id/eprint/143781

    Actions (login required)

    View Item View Item