PENGARUH DAYA TARIK VISUAL DAN KEMUDAHAN TERHADAP DORONGAN MELAKUKAN PEMBELIAN IMPULSIF PADA GOJEK TOKOPEDIA

M.Arif Setia Budi, Muhammad Andi, Aiyub Saputra

Abstract


Internet semakin mudah di akses oleh setiap orang termasuk untuk sistem pembayaran online atau perdagangan elektronik (e-commerce). Di Indonesia, pertumbuhan e-commerce terus meningkat setiap tahunnya. Penelitian ini bertujuan untuk menjawab berbagai fenomena yang muncul pada Gojek Tokopedia Indonesia terkait pengaruh daya tarik visual dan kemudahan terhadap dorongan melakukan pembelian impulsif. Penelitian dilakukan di Banda Aceh dengan 170 responden dengan pengambilan sampel menggunakana purposive sampling. Berdasarkan hasil pengujian, pengolahan dan analisis data yang telah dilakukan, maka dapat diambil kesimpulan sebagai berikut daya tarik visual berpengaruh terhadap dorongan melakukan pembelian impulsif pada Gojek Tokopedia, kemudahan berpengaruh terhadap dorongan melakukan pembelian impulsif pada Gojek Tokopedia, daya tarik visual dan kemudahan secara simultan berpengaruh terhadap dorongan melakukan pembelian impulsif pada Gojek Tokopedia.


Keywords


daya tarik visual; kemudahan; dorongan melakukan pembelian impulsif

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References


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DOI: https://doi.org/10.37598/bidig.v3i2.1987

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