Instore Promotion and Hedonic Shopping Motivation Influence Impulse Buying with Time Availability, Money Availability, and Task Definition as Moderating Variables at Digital Payment (OVO)

Syaiful Arief Budiman Alchazin , Muhammad Riza Firdaus

Instore Promotion, Hedonic Shopping Motivation, Time Availability, Money Availability, Task Definition, Impulse Buying.

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

Published Paper   E-Certificate

"Instore Promotion and Hedonic Shopping Motivation Influence Impulse Buying with Time Availability, Money Availability, and Task Definition as Moderating Variables at Digital Payment (OVO)", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.6, Issue 10, page no.86 - 97, October-2021, Available :https://ijsdr.org/papers/IJSDR2110012.pdf

Volume 6 Issue 10, October-2021

Pages : 86 - 97

Paper Reg. ID: IJSDR_193686

Published Paper Id: IJSDR2110012

Downloads: 000347063

Research Area: Management

Country: Banjarmasin, South Kalimantan, Indonesia

Published Paper PDF: https://ijsdr.org/papers/IJSDR2110012

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2110012

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition