Perbandingan Perilaku Impulsive Buying Pada Marketplace Tokopedia dan Shopee
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Abstract
Perkembangan digital yang pesat di Indonesia telah mengubah perilaku belanja konsumen, khususnya pada platform e-commerce seperti Shopee dan Tokopedia. Persaingan yang ketat di industri ini mengakibatkan Tokopedia mengalami penurunan kunjungan, sementara Shopee justru mengalami peningkatan. Penelitian ini bertujuan untuk mengetahui perbandingan perilaku impulsive antara marketplace Shopee dan Tokopedia. Metode yang digunakan adalah survei dengan pendekatan kuantitatif. Data diperoleh melalui survei pada 210 pengguna aktif kedua platform dan dianalisis menggunakan uji Mann-Whitney. Hasil penelitian menunjukkan terdapat perbedaan signifikan dalam perilaku impulsif antara pengguna Shopee dan Tokopedia, di mana pengguna Shopee cenderung lebih sering melakukan pembelian impulsif. Shopee unggul dalam dimensi website stimuli dan juga marketing stimuli, sementara untuk dimensi affective stimuli menunjukkan kesetaraan di antara kedua platform.
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