Hubungan Time Pressure Flash Sale dengan Perilaku Pembelian Warga Jakarta: Fokus pada Public Self-Consciousness, Impulsive Buying, dan Post-Purchase Regret di E-Commerce Indonesia
DOI:
https://doi.org/10.38035/jim.v4i2.905Keywords:
Flash Sale, Post-Purchase Regret, Public Self-Consciousness, Impulsive BuyingAbstract
Tulisan ini mengeksplorasi hubungan antara public self-consciousness (kesadaran diri publik), post-purchase regret (penyesalan pasca-pembelian) saat terjadi flash sale di e-commerce. Flash sale dengan waktu yang terbatas telah menjadi strategi promosi umum dalam e-commerce, termasuk di Indonesia, pasar e-commerce yang potensial dengan pertumbuhan signifikan. Pertama, efek kesadaran diri publik terhadap kecenderungan pembelian impulsif konsumen dan penyesalan pasca-pembelian dianalisis. Kedua, penelitian ini melihat apakah hasil studi sebelumnya di China, di mana tekanan waktu berpengaruh positif terhadap hubungan antara kesadaran diri publik, kecenderungan pembelian impulsif, dan penyesalan pasca-pembelian juga terjadi di konsumen Indonesia. Data dikumpulkan melalui survei online anonim terhadap 152 pembeli daring dan dianalisis secara empiris, termasuk uji validitas dan ANOVA. Hasilnya memberikan kontribusi praktis dan teoritis terhadap model yang ada serta menunjukkan bukti empiris adanya hubungan positif antara kesadaran diri publik dan pembelian impulsif, antara kesadaran diri publik dan penyesalan pasca-pembelian, serta antara pembelian impulsif dan penyesalan pasca-pembelian.
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