Konsekuensi dari Website Personality Pada Online Shop Lazada Indonesia

Grace Intan Irinawati, Fatik Rahayu



Tujuan– Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis konsekuensi dari kepribadian situs web pada toko online Lazada Indonesia

Desain/Metodologi/Pendekatan - Data dikumpulkan dengan menyebarkan kuesioner kepada 332 responden yang telah melakukan pembelian online di situs Lazada Indonesia dengan frekuensi setidaknya 1-3 kali selama tahun 2016 dan dianalisis menggunakan alat analisis Structural Equation Modeling (SEM) yang diproses melalui program SPSS.

Hasil – Hasil penelitian ini menunjukkan bahwa ada pengaruh positif kepribadian situs web pada penelusuran web utilitarian, penelusuran web hedonis, dan pembelian impuls online dan ada pengaruh positif penelusuran web hedonis pada pembelian impuls online. Namun, tidak ada pengaruh positif dari penelusuran web utilitarian terhadap pembelian impuls online. 



Purpose - This study aims to identify and analyze the consequences of website personality on the online shop Lazada Indonesia

Design/Methodology/Approach –The data collected by distributing questionnaires to 332 respondents who have made purchases online on the website Lazada Indonesia with frequency at least 1-3 times during the year 2016 and were analyzed using analysis tools Structural Equation Modeling (SEM) that is processed through the SPSS program.

Finding - The results of this study indicate that there is a positive influence of website personality on the utilitarian web browsing, hedonic web browsing, and online impulse buying and there is a positive influence of hedonic web browsing on the online impulse buying. However, there are no positive influence of utilitarian web browsing on the online impulse buying.           


website personality, utilitarian web browsing, hedonic web browsing, online impulse buying, e-commerce, B2C.

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DOI: http://dx.doi.org/10.25105/mrbm.v19i1.5355


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