Pengaruh Literasi Keuangan terhadap Pembelian Impulsif pada Konsumen E-commerce Tokopedia Melalui Flash Sale dan Influencer Sebagai Variabel Mediasi
DOI:
https://doi.org/10.31004/irje.v5i4.3154Keywords:
Literasi Keuangan, Pembelian Impulsif, Flash Sale, Influencer, E-commerce, TokopediaAbstract
Literasi keuangan merupakan salah satu solusi yang diyakini mampu mengurangi perilaku pembelian impulsif, karena individu yang memiliki pemahaman keuangan yang baik cenderung lebih bijak dalam mengelola pengeluaran. Namun, pada kenyataannya, mahasiswa sebagai generasi Z masih sering melakukan pembelian impulsif saat berbelanja online. Hal ini dipicu oleh berbagai strategi pemasaran digital, seperti program Flash Sale dan pengaruh dari Influencer di media sosial, khususnya TikTok. Penelitian ini bertujuan untuk mengetahui pengaruh literasi keuangan terhadap pembelian impulsif dengan mempertimbangkan peran Flash Sale dan influencer sebagai variabel mediasi. Penelitian dilakukan pada mahasiswa FEB Unesa angkatan 2021–2022 yang memiliki pengalaman berbelanja di Tokopedia. penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional, serta melibatkan 229 responden yang dipilih dengan teknik convenience sampling. Data dianalisis menggunakan SEM-PLS melalui perangkat lunak WarpPLS 8.0. Hasil menunjukkan bahwa literasi keuangan berpengaruh negatif signifikan terhadap Flash Sale, influencer, dan pembelian impulsif. Sementara itu, Flash Sale dan influencer memiliki pengaruh positif signifikan terhadap pembelian impulsif, serta terbukti memediasi hubungan antara literasi keuangan dan pembelian impulsif. Temuan ini menegaskan bahwa meskipun literasi keuangan dapat menekan pembelian impulsif, strategi pemasaran seperti Flash Sale dan pengaruh influencer tetap dapat mendorong pembelian impulsif. Temuan ini menunjukkan perlunya literasi keuangan dan pemahaman pemasaran digital untuk mendorong konsumsi bijak mahasiswa.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Andayani, S. (2024). Pengaruh Literasi Keuangan, Penggunaan Paylater Dan Shopping Live Terhadap Pembelian Impulsive Generasi Z Di Yogyakarta Savira Dwi Putri Andayani, Dr. Agusta Ika Prihanti Nugraheni, S.E., MBA.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59(October 2020), 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Edwy, M. F., Anugrahani, S. I., Pradana, A. F., & Putra, I. F. A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. International Journal of Social Science Research and Review, 6(1), 328–334. http://dx.doi.org/10.47814/ijssrr.v6i1.920
Hair et al. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R.
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2009). Consumer Behavior: Building Marketing Strategy 10th Editon. In Consumer Behavior: Building Marketing Strategy.
Higueras-castillo, E., Li, F. J., & Villarejo-ramos, F. (2023). Intention to use e-commerce vs physical shopping . Difference between consumers in the post-COVID era. 157(December 2022). https://doi.org/10.1016/j.jbusres.2022.113622
Jabar, M. A., & Delayco, M. L. C. (2021). Impulse buying and financial literacy among public elementary and high school teachers in the philippines. DLSU Business and Economics Review, 31(1), 42–54.
Kaur, J., Bhagat, H., & Sain, Y. (2024). The Impact of Financial Literacy on Investment Decisions of IT Professionals. Asian Journal of Research in Business Economics and Management, 7(10), 26. https://doi.org/10.5958/2249-7307.2017.00176.1
Koay, K. Y., Teoh, C. W., & Soh, P. C.-H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying. First Monday, 26(9). https://doi.org/10.5210/fm.v26i9.11598
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13(August), 1–17. https://doi.org/10.3389/fpsyg.2022.951249
Mccrindle, M., & Wolfinger, E. (2010). The ABC of XYZ Understanding the Global Generation.
Murdiana, R., Abdinagoro, S. B., Setiawati, S., Lubis, A. L. P., & Rosalina, R. (2023). Online Shopping Culture And Internet Generation Consumer Behavior In Indonesia. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 576–586. https://doi.org/10.21009/isc-beam.011.40
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Reddy, Sejal & Panbude, S. (2022). A Study on Factors Affecting Impulsive Buying Behaviour. International Journal of Research Publication and Reviews Journal Homepage: Www.Ijrpr.Com, 3(3), 677–688. www.ijrpr.com
Renita, I., & Astuti, B. (2022). Pengaruh Program Flash Sale terhadap Pembelian Impulsif dan Shopping Enjoyment pada Mahasiswa di Yogyakarta. Jurnal Mahasiswa Bisnis & Manajemen, 01(04), 109–120. https://journal.uii.ac.id/selma/index
Rizkya, S. N., Sarah, S., & Fanji, F. W. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(1), 83–99. https://doi.org/10.47747/jismab.v5i1.1629
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research. Journal of Consumer Research, 14(2), 189–199.
Thavva, S. (2021). A Study on Financial Literacy and Financial Behaviour.
Trivedi, J. P. (2021). Effect of influencer marketing on online impulse purchase: the mediating role of consumer-brand engagement. Journal of Electronic Commerce in Organizations (JECO), 19(3), 49–64.
West, T., Butler, D., & Smith, L. (2023). Sludged! Can financial literacy shield against price manipulation at the shops? International Journal of Consumer Studies, 47(5), 1853–1870. https://doi.org/10.1111/ijcs.12959
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115(July 2019), 106178. https://doi.org/10.1016/j.chb.2019.106178
Zhang, M., Zhang, J., Cheng, T. C. E., & Hua, G. (2018). Why and how do branders sell new products on flash sale platforms? European Journal of Operational Research, 270(1), 337–351. https://doi.org/https://doi.org/10.1016/j.ejor.2018.02.051.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Muizzah Al Qoroni, Muhammad Abdul Ghofur
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
