Pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif di Marketplace
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Abstract
Pertumbuhan pesat marketplace di Indonesia mendorong meningkatnya pembelian impulsif, khususnya pada produk fashion yang memiliki nilai hedonis tinggi. Penelitian ini bertujuan menganalisis pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif produk fashion di marketplace pada konsumen Kota Medan. Penelitian menggunakan pendekatan kuantitatif kausal dengan data dari 120 responden melalui purposive sampling, dianalisis menggunakan PLS-SEM dengan SmartPLS 3.0. Hasil menunjukkan bahwa Motivasi Belanja Hedonis (β = 0,587; p = 0,000), Scarcity (β = 0,273; p = 0,002), dan Visual Appeal (β = 0,341; p = 0,000) berpengaruh positif dan signifikan terhadap Pembelian Impulsif. Demikian pula Potongan Harga (β = 0,348; p = 0,037) yang juga berpengaruh positif dan signifikan. Secara simultan, keempat variabel berpengaruh signifikan terhadap Pembelian Impulsif (R² = 0,626). Temuan ini mengimplikasikan bahwa strategi pemasaran yang mengintegrasikan nilai hedonis, kelangkaan, potongan harga, dan kualitas presentasi visual secara sinergis terbukti efektif mendorong pembelian impulsif produk fashion di marketplace.
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