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PENGARUH ATRIBUT PRODUK PAKAIAN TERHADAP WEB BROWSING HEDONISM DAN PEMBELIAN IMPULSIF

E-Jurnal Ekonomi dan Bisnis

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Title PENGARUH ATRIBUT PRODUK PAKAIAN TERHADAP WEB BROWSING HEDONISM DAN PEMBELIAN IMPULSIF
 
Creator Suarmaja, I.B Koman
Wardana, Made
Sukaatmadja, I Putu Gde
 
Subject apparel product attributes, web browsing hedonism, impulsive buying
 
Description This study aims to explain the effect of apparel product attributes to web browsing hedonism and impulsive buying at B2C shopping site in Denpasar. An online questionnaire used as an instrument of primary data collection. Sampling technique used is purposive sampling by the respondents as many as 100. The hypothesis testing used analytical techniques Partial Least Square (PLS) by SmartPLS 3. The results showed that the variety of selection and price policy and significant positive effect on web browsing hedonism, sensory attributes not significant effect on web browsing hedonism. Variety of selection and significant negative effect on impulsive buying. Pricing policy, sensory attributes and web browsing hedonism positive and significant effect on online impulsive buying.Web browsing hedonism is found as a mediating influence variety of selection and pricing policy on impulsive buying. Marketers website should not provide too many product choices, as well as considering the use of virtualization technology products in 3D to provide more information in real clothing products on shopping sites that evoke passion hedonist visitors during web browsing.
 
Publisher E-Jurnal Ekonomi dan Bisnis Universitas Udayana
 
Date 2016-12-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.unud.ac.id/index.php/EEB/article/view/22275
 
Source E-Jurnal Ekonomi dan Bisnis Universitas Udayana; VOLUME.05.NO.12.TAHUN 2016
 
Language eng
 
Relation https://ojs.unud.ac.id/index.php/EEB/article/view/22275/16239