MENGUNGKAP BLACK BOX KONSUMEN YANG MENDASARI PROSES KEPUTUSAN MEMBELI PAKAIAN DI MARKETPLACE
Abstract
Tujuan penelitian ini untuk mengungkap efek dari faktor budaya, sosial, personal, dan psikologis pada proses keputusan yang terjadi dalam kotak hitam konsumen ketika membeli pakaian di marketplace. Metode survei digunakan untuk mengumpulkan data dengan melibatkan 198 responden. Analisis data menggunakan first-order confirmatory, partial least squares SEM dengan bantuan software SmartPLS. Temuan dari penelitian yaitu proses keputusan konsumen saat membeli pakaian di marketplace hanya mempertimbangkan kesesuaian antara faktor sosial, personal, dan psikologis dengan pakaian yang akan dibelinya. Kesesuaian antara faktor personal dengan pakaian yang akan dibelinya sangat dipertimbangkan konsumen dalam proses keputusan, selanjutnya faktor psikologis dan faktor sosial. Sementara faktor budaya secara signifikan tidak memengaruhi proses keputusan membeli pakaian di marketplace.
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https://www.google.co.id/books/edition/Consumer_Behaviour_and_Advertising_Manag/g-PEDwAAQBAJ?hl=id&gbpv=1&dq=Acevedo,+Conner&printsec=frontcover.
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Brunet, Johanne, François Colbert, Sandra Laporte Renaud Legoux, and Bruno Lussier. 2018. Marketing Management. 2nd ed. Canada: Cheneliere Education.
Darwin, Muhammad. 2020. “Pengaruh Strategi Communication Dalam Marketing 4.0 Terhadap Purchase Decision Melalui Brand Advocacy Pada E-Commerce Shopee.” Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi) 4 (2): 375–96.
http://www.journal.stiemb.ac.id/index.php/mea/article/view/482.
Ghozali, Imam, and Hengky Latan. 2015. Partial Least Square: KOnsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris. 2nd ed. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., G. T. M Hult, C. M. Ringle, and M. Sarstedt. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Second Edition. California: Sage.
Herlina, Julia Loisa, and Teady SM Matius. 2021. “Pengaruh Model Promosi Flash Sale Terhadap Minat Pembeli Dan Keputusan Pembeli Di Marketplace Online.” Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi) 5 (2): 1637–52.
http://www.journal.stiemb.ac.id/index.php/mea/article/view/1139.
Indriani, Ida Ayu Debora. 2016. “Analisis Faktor Faktor Yang Memengaruhi Keputusan Pembelian Konsumen Dalam Berbelanja Pakaian Online Pada Konsumen di Manado.” Jurnal EMBA 4 (1): 1166–77.
https://media.neliti.com/media/publications/2989-EN-analysis-the-factors-influence-consumer-buying-decision-on-online-shopping-cloth.pdf.
Irwan, Andi Muhammad. 2019. “Pengaruh Faktor Psikologis, Pribadi, Sosial Dan Budaya Terhadap Keputusan Pembelian Produk Fashion Secara Online (Studi Kasus Pada Konsumen PT. Lazada Indonesia Di Kota Makassar).” FORECASTING: Jurnal Ilmiah Ilmu Manajemen 1 (2): 164–76.
https://stiemmamuju.e-journal.id/FJIIM/article/view/21.
Jenahara, and Riamiranda. 2014. Fashion Friendship. Pertama. Jakarta: Qultum Media. https://www.google.co.id/books/edition/Fashion_Friendship/PoecBQAAQBAJ?hl=id&gbpv=1&dq=Fashion++Friendship&pg=PA2&printsec=frontcover.
Kotler, Philip, and Gary Armstrong. 2016. Principles of Marketing. 16th ed. London: Pearson Education Limited.
http://www.downloadslide.com.
Kotler, Philip., Gary Armstrong, Lloyd C. Harris, and Hongwei He. 2020. Principles of Marketing. 8th ed. Hoboken: Pearson Education Limited.
www.pearson.com/uk.
Li, Liman Man Wai, Takahiko Masuda, and Matthew J. Russell. 2015. “Culture and Decision-Making: Investigating Cultural Variations in the East Asian and North American Online Decision-Making Processes.” Asian Journal of Social Psychology 18 (3): 183–257.
https://doi.org/10.1111/ajsp.12099.
Mahardhika, Ayu Anastasya, and Saino. 2014. “Analisis Faktor Yang Memengaruhi Niat Beli Di Zalora Online Shop.” Jurnal Ilmu Manajemen 2 (3): 917–27. https://jurnalmahasiswa.unesa.ac.id/index.php/jim/article/view/10181.
Mooij, Marieke de. 2011. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. 2nd ed. California: SAGR Publication Ltd.
Mothersbaugh, David L., and Del I. Hawkins. 2016. Consumer Behavior: Building Marketing Strategy. 13th ed. New York: McGraw-Hill Education.
Nakalinda, Abby. 2018. “Factors Influencing Consumer Buying Behaviour of Fast Fashion in the UK.” Bradford.
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Oke, Adunola Oluremi, Parinda Kamolshotiros, Oluwamayowa Yewande Popoola, Musibau Akintunde Ajagbe, and Olusola Joshua Olujobi. 2016. “International Review of Management and Marketing Consumer Behavior towards Decision Making and Loyalty to Particular Brands.” International Review of Management and Marketing 6 (S4): 43–52.
https://www.researchgate.net/publication/303789700_Consumer_Behavior_towards_Decision_Making_and_Loyalty_to_Particular_Brands/link/57b1bce308aeb2cf17c57670/download.
Pratiwi, Ketut Indah, and Kastawan Mandala. 2015. “Pengaruh Faktor Budaya, Sosial, Pribadi, Psikologis, Dan Bauran Pemasaran Terhadap Keputusan Pembelian Kebaya Bordir Pada Jegeg Ayu Boutique Di Kuta.” E-Jurnal Manajemen Unud 4 (11): 3619–45.
https://ojs.unud.ac.id/index.php/Manajemen/article/view/14671.
Qazzafi, Sheikh. 2019. “Consumer Buying Decision Process Toward Products.” International Journal of Scientific Research and Engineering Development 2 (5): 130–34.
https://www.researchgate.net/publication/336047692.
Rath, Patricia M., S. Bay, Petrizzi R., and Penny Gill. 2015. The Why of the Buy : Consumer Behavior and Fashion Marketing. 2nd ed. New York: Bloomsbury Publishing Inc.
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di Itc Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Septina, Nina, Lilian Danil, Agus Hasan Pura Anggawijaya, L. Retno Adriani, and Veronika Dwi Cahyani. 2019. “Persepsi Konsumen Daring Terhadap E-Retail Mix Untuk Produk Pakaian Muslim.”
https://repository.unpar.ac.id/handle/123456789/10268.
Solomon, Michael R., Gary J. Bamossy, Søren Askegaard, and Margaret K. Hogg. 2016. Consumer Behaviour : A European Perspective. 6th ed. Harlow: Pearson education Limited.
Sonwaney, Vandana, and Snehal Chincholkar. 2019. “Identifying the Factors Impacting Online Consumer Buying Behaviour.” International Journal of Scientific & Technology Research 8 (08): 445–56.
https://www.researchgate.net/publication/335234913_Identifying_The_Factors_Impacting_Online_Consumer_Buying_Behaviour/link/5d6b7e90299bf1808d5ccc3e/download.
UKEssays. 2021. “Influence of Culture on Global Fashion Consumerism .” Nottinghamshire.
https://www.ukessays.com/essays/fashion/influence-of-culture-on-fashion.php.
Wetzels, Martin, Gaby Odekerken-Schröder, and Claudia van Oppen. 2009. “Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration.” MIS Quarterly 33 (1): 177–95. https://doi.org/10.2307/20650284.
Published
2021-10-11
How to Cite
Setyawan, I., & Vrastika, A. (2021). MENGUNGKAP BLACK BOX KONSUMEN YANG MENDASARI PROSES KEPUTUSAN MEMBELI PAKAIAN DI MARKETPLACE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 1413-1435. https://doi.org/10.31955/mea.v5i3.1530
Section
Articles
Copyright (c) 2021 Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi)
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