Update Artikelilmiah: 51878

PUTRI ARYANI NURSAIKAH

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan menganalisis pengaruh perceived playfulness dan customer innovativeness terhadap pembelian impulsif serta penyesalan pascapembelian melalui perceived enjoyment. Studi ini menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data dianalisis menggunakan metode Partial Least Squares (PLS) melalui aplikasi SmartPLS.
Hasil penelitian menunjukkan bahwa perceived playfulness dan customer innovativeness berpengaruh positif terhadap perceived enjoyment. Selain itu, kedua variabel tersebut juga berpengaruh positif terhadap pembelian impulsif. Perceived enjoyment terbukti berpengaruh positif terhadap pembelian impulsif dan berperan sebagai mediator parsial dalam hubungan antara perceived playfulness dan pembelian impulsif, serta antara customer innovativeness dan pembelian impulsif. Selanjutnya, pembelian impulsif berpengaruh positif terhadap penyesalan pascapembelian.
Temuan ini menegaskan bahwa aspek kesenangan dan kecenderungan inovatif konsumen dapat mendorong keputusan pembelian yang spontan, yang pada akhirnya berpotensi menimbulkan penyesalan setelah transaksi dilakukan. Penelitian ini memberikan implikasi bagi pelaku bisnis dalam merancang strategi pemasaran yang mampu meningkatkan pengalaman konsumen sekaligus meminimalkan risiko penyesalan pascapembelian.

Abtrak (Bhs. Inggris)

This study aims to analyze the influence of perceived playfulness and customer innovativeness on impulse buying and post-purchase regret through perceived enjoyment. This study used a quantitative approach with a causal associative design. Data were analyzed using the Partial Least Squares (PLS) method using the SmartPLS application.
The results show that perceived playfulness and customer innovativeness have a positive effect on perceived enjoyment. Furthermore, both variables also have a positive effect on impulse buying. Perceived enjoyment has been shown to have a positive effect on impulse buying and acts as a partial mediator in the relationship between perceived playfulness and impulse buying, as well as between customer innovativeness and impulse buying. Furthermore, impulse buying has a positive effect on post-purchase regret.
These findings confirm that consumers' enjoyment and innovative tendencies can drive spontaneous purchasing decisions, which ultimately have the potential to lead to post-purchase regret. This research provides implications for businesses in designing marketing strategies that can enhance the consumer experience while minimizing the risk of post-purchase regret.

Kata kunci

Pembimbing 1

Pembimbing 2

Pembimbing 3

Tahun

Jumlah Halaman