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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | Instore Promotion and Hedonic Shopping Motivation Influence Impulse Buying with Time Availability, Money Availability, and Task Definition as Moderating Variables at Digital Payment (OVO) |
| Authors Name: | Syaiful Arief Budiman Alchazin , Muhammad Riza Firdaus |
| Unique Id: | IJSDR2110012 |
| Published In: | Volume 6 Issue 10, October-2021 |
| Abstract: | Facing free trade and the development of technology in the current era of globalization requires companies to encourage strategies and innovations to survive the business competition, especially in the Information Technology (IT) sector, especially in fintech companies. IT improvement can also function as a tool in every company's management decision-making in increasing market competitiveness. One of the pioneers of digital payment fintech in Indonesia is OVO, a fintech that is purely aimed at digital payments. The rapid growth of digital payment companies cannot be separated from the company's strategy to attract people to change payment patterns that have been cash or using cards to payments using digital payments via smartphones. The variables that determine impulse purchases are instore promotion, hedonic shopping motivation, time availability, money availability, and task definition. This study aims to analyze (1) the effect of instore promotion on impulse buying behavior, (2) the impact of hedonic shopping value on impulse buying behavior, (3) the moderating effect of money available on the relationship between hedonic shopping value and impulse buying behavior, and (4) the impact of time available moderation on the relationship between hedonic shopping, value and impulse buying behavior. The sampling method of this study used a purposive sampling technique that took samples with special criteria, namely, 33% of OVO digital payments were used in Jabodetabek and 67% outside Jabodetabek. The research data was obtained using a questionnaire distributed to 300 OVO users. The data analysis technique used to test the research hypothesis is a multivariate analysis using the Structural Equation Modeling (SEM) method. The results found that the Instore Promotion variable and Hedonic Shopping Value variable positively affected Impulse Buying. The Hedonic Shopping Value variable positively influences the Impulse Buying variable through the Time Availability variable. The Hedonic Shopping Value variable positively influences the Impulse Buying variable through the Money Availability variable. While Hedonic Shopping Value variable has a negative influence on Impulse Buying variable through Task Definition variable |
| Keywords: | Instore Promotion, Hedonic Shopping Motivation, Time Availability, Money Availability, Task Definition, Impulse Buying. |
| Cite Article: | "Instore Promotion and Hedonic Shopping Motivation Influence Impulse Buying with Time Availability, Money Availability, and Task Definition as Moderating Variables at Digital Payment (OVO)", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.6, Issue 10, page no.86 - 97, October-2021, Available :http://www.ijsdr.org/papers/IJSDR2110012.pdf |
| Downloads: | 000337070 |
| Publication Details: | Published Paper ID: IJSDR2110012 Registration ID:193686 Published In: Volume 6 Issue 10, October-2021 DOI (Digital Object Identifier): Page No: 86 - 97 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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