Pengaruh Discount Dan Online Review Terhadap Impulsive Buying Dengan Mediasi Perceived Risk Pada Pengguna Aplikasi Qpon

Tanti Mardiana; Asep Nuryadin; Muhammad Rizki Nugraha

doi:10.69693/ijim.v4i3.1200

Authors

Tanti Mardiana Universitas Pendidikan Indonesia
Asep Nuryadin Universitas Pendidikan Indonesia
Muhammad Rizki Nugraha Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.69693/ijim.v4i3.1200

Keywords:

Diskon, Ulasan Online, Pembelian Impulsif, Persepsi Risiko, Platform Voucher Digital

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh diskon dan ulasan online terhadap pembelian impulsif pada pengguna aplikasi voucher digital Qpon, dengan persepsi risiko sebagai variabel mediasi dalam kerangka teori Stimulus-Organism-Response (S-O-R). Penelitian ini menggunakan metode kuantitatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Data dikumpulkan dari 147 pengguna aplikasi Qpon melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa diskon tidak berpengaruh signifikan terhadap persepsi risiko (β = 0,062; p = 0,522) maupun terhadap pembelian impulsif (β = -0,126; p = 0,517). Ulasan online berpengaruh positif dan signifikan terhadap persepsi risiko (β = 0,322; p = 0,001), tetapi tidak memiliki pengaruh langsung yang signifikan terhadap pembelian impulsif (β = 0,260; p = 0,063). Persepsi risiko berpengaruh positif dan signifikan terhadap pembelian impulsif (β = 0,378; p = 0,000) serta berperan sebagai variabel mediasi dalam hubungan antara ulasan online dan pembelian impulsif (β = 0,122; p = 0,010). Hasil koefisien determinasi menunjukkan bahwa variabel eksogen mampu menjelaskan 23,8% variasi dalam pembelian impulsif (R² = 0,238), yang tergolong dalam kategori moderat. Temuan ini menunjukkan bahwa pada platform voucher digital, pengelolaan ulasan online yang secara efektif membentuk persepsi risiko lebih berpengaruh dalam mendorong perilaku pembelian impulsif dibandingkan strategi pemberian diskon.

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