PENGARUH AUGMENTED REALITY SHOPPING, USERGENERATED CONTENT, DAN FITUR CHECKOUT CEPAT TERHADAP PEMBELIAN IMPULSIF DENGAN DIGITAL EXPERIENCE SEBAGAI VARIABEL MODERASI PADA IKEA
DOI:
https://doi.org/10.35450/jip.v12i03.743Keywords:
Augmented Reality Shopping (AR), User-Generated Content (UGC), Fitur Checkout Cepat, Pembelian Impulsif, Digital ExperienceAbstract
Perkembangan teknologi digital telah mengubah perilaku konsumen, terutama dalam e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh Augmented Reality Shopping (AR), User-Generated Content (UGC), dan Fitur Checkout Cepat terhadap pembelian impulsif, dengan Digital Experience sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) pada 110 responden yang merupakan konsumen IKEA di Surabaya. Hasil penelitian menunjukkan bahwa AR dan UGC memiliki pengaruh signifikan positif terhadap pembelian impulsif, sementara Fitur Checkout Cepat memberikan kontribusi yang lebih kecil namun tetap signifikan. Pengalaman digital terbukti memoderasi hubungan antara AR dan UGC terhadap pembelian impulsif, memperkuat dampaknya, namun tidak signifikan dalam memoderasi hubungan Fitur Checkout Cepat dengan pembelian impulsif. Studi ini menegaskan pentingnya optimalisasi fitur digital untuk meningkatkan pengalaman belanja dan mendorong perilaku impulsif konsumen. Penelitian ini terbatas pada satu lokasi geografis dan satu platform, sehingga disarankan untuk memperluas cakupan penelitian pada masa mendatang dengan mempertimbangkan variabel tambahan, seperti aspek psikologis atau sosial, serta teknologi inovatif lainnya
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