The influence of perceived behavioral control on online purchase intention with shopping motivation as the interventing variables in Tokopedia
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Dec 13, 2023
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Abstract
The shift in people's offline to online shopping preferences, as well as limited mobility due to the COVID-19 pandemic, has changed consumers' perspective on shopping from satisfaction to desire to satisfy their needs. The objective of this study is to examine the influence of hedonic and utilitarian motives in mediating perceived behavioral control on purchase intention. The method used in this study is quantitative research, with data analysis method structural equation modeling (SEM-PLS) and SmartPLS software version 4.0 to analyze data. The population of this study includes Tokopedia consumers located in Jakarta. There are 130 respondents who participated in this study. The results of this study show that perceived behavioral control has a significant influence on hedonic motivation, utilitarian motivation, and purchase intention. However, hedonic motivation does not have a significant influence on purchase intention. Otherwise, utilitarian motivations show a significant influence on purchase intentions. This study also reveals that perceived behavioral control on purchase intention through hedonic motivation does not have a significant impact, and perceived behavioral control on purchase intention through utilitarian motivation showed a significant impact.
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How to Cite
Nainggolan, G. S., & Sijabat, R. (2023). The influence of perceived behavioral control on online purchase intention with shopping motivation as the interventing variables in Tokopedia. Enrichment : Journal of Management, 13(5), 2981-2990. https://doi.org/10.35335/enrichment.v13i5.1726
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To, P. L., & Sung, E. P. (2014). Hedonic motivations for online shopping. Journal of Economics and Management Engineering, 8(7), 2230–2232. https://doi.org/doi.org/10.5281/zenodo.1093888
Yusuf, D. M., & Zulfitri, . (2021). Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category. European Journal of Business and Management Research, 6(6), 266–270. https://doi.org/10.24018/ejbmr.2021.6.6.1135.
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: A facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. https://doi.org/10.1016/j.jretconser.2014.05.007
Arul Rajan, K. (2020). Influence of hedonic and utilitarian motivation on impulse and rational buying behavior in online shopping. Journal of Statistics and Management Systems, 23(2), 419–430. https://doi.org/10.1080/09720510.2020.1736326
Badan Pusat Satistika. (2022). Statistik Telekomunikasi Indonesia 2022.
Barta, S., Flavian, C., & Gurrea, R. (2021). Managing consumer experience and online flow: Differences in handheld devices vs PCs. Technology in Society, 64. https://doi.org/10.1016/j.techsoc.2020.101525
Candra, S., Pratama, D., & Salsabhila, D. (2021). Understanding Online Purchase Intention from Customer Greater Jakarta Area during Covid-19 Pandemic. International Conference on Information Management and Technology (ICIMTech). https://doi.org/10.1109/ICIMTech53080.2021.9534985
Chen, H. S., Liang, C. H., Liao, S. Y., & Kuo, H. Y. (2020). Consumer attitudes and purchase intentions toward food delivery platform services. Sustainability (Switzerland), 12(23), 1–18. https://doi.org/10.3390/su122310177
Costello, A. B., & Osborne, J. (2005). Best practices in exploratory factor analysis: four recommendations for getting the most from your analysis. Research, and Evaluation Practical Assessment, Research, and Evaluation, 10, 7. https://doi.org/10.7275/jyj1-4868
Dennis, L., Ramdhana, F., Callista, T., Faustine, E., & Hendijani, R. (2020). Influence Of Online Reviews And Ratings On The Purchase Intentions Of Gen Y Consumers: The Case Of Tokopedia. International Journal of Management (IJM, 11(6), 26–40. https://doi.org/10.34218/IJM.11.6.2020.003
Giantari, G., Zain, D., & Rahayu, M. (2013). The role of perceived behavioral control and trust as mediator of experience on online purchasing intentions relationship a study on youths in denpasar city (Indonesia). In International Journal of Business and Management Invention ISSN (Vol. 2). Online. www.ijbmi.org30|Page
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective.
Hair, J. F., Hult, G. T. M., Ray, C. M. R., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second Edition). Sage.
Hamid, A., Cheun, C. H., Abdullah, N. H., Ahmad, M. F., & Ngadiman, Y. (2019). Does Persuasive E-commerce Website Influence Users’ Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia. In Lecture Notes in Information Systems and Organisation (Vol. 30, pp. 263–279). Springer Heidelberg. https://doi.org/10.1007/978-3-030-10737-6_17
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Heptariza, A. (2020). The Effect of Attitude, Normal Subjective and Perceived Behavioral Control (Pbc) on Actual Purchasing Through Purchases of Online Purchase in The Online Retail Industry. Jurnal Ekonomi & Bisnis JAGADITHA, 7(1), 9–17. https://doi.org/10.22225/jj.7.1.583.9-17
Iprice Group. (2020). Map of E-commerce 2020 Year-End Report.
Kim, J. K., & Yang, H. C. (2019). Effects of Heuristic Type on Purchase Intention in Mobile Social Commerce: Focusing on the Mediating Effect of Shopping Value. Journal of Distribution Science, 17(10), 73–81. https://doi.org/10.15722/jds.17.10.201910.73
Kredivo. (2023). Laporan Perilaku Konsumen e-Commerce Indonesia 2023: Pemulihan Ekonomi dan Tren Blanja Pasca Pandemi.
Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
Manalu, L. D. U., Hermadi, I., & Ratono, J. (2020). Studying The Determinants of Intention To Use Tokopedia for SMEs Agribusiness Products Purchase. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.6.1.1
Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2020). Religiosity as a moderator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing, 11(6), 1821–1836. https://doi.org/10.1108/JIMA-01-2019-0006
Munawaroh, N. A., & Widuri, T. (2022). Understanding Customer Loyalty Through Customer Satisfaction (The Case of Coffee Shop Industry in Kediri City). SEIKO : Journal of Management & Business, 5(1), 2022–2698. https://doi.org/10.37531/sejaman.v5i1.2104
Muslikhun, Wulandari Harjanti, & Tri Wahjoedi. (2022). Utilitarian, hedonic, privacy and trust on online purchase intentions mediated by attitude toward online purchasing. World Journal of Advanced Research and Reviews, 14(3), 054–067. https://doi.org/10.30574/wjarr.2022.14.3.0502
Noor, N. M., Noranee, S., Zakaria, M. F., Unin, N., & Suaee, M. A. H. M. (2020). Online Shopping: The Influence of Attitude, Subjective Norm and Perceived Behavioral Control on Purchase Intention. ACM International Conference Proceeding Series, 33–36. https://doi.org/10.1145/3387263.3387266
Novella, S., Caroline, E., Sihombing, O. Y., Octavia, R., & Novita. (2020). The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable. International Conference on Information Management and Technology (ICIMTech)., 75–80. https://doi.org/10.1109/ICIMTech50083.2020.9211197
Ozili, P. K. (2023). The acceptable R-square in empirical modelling for social science research.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Sartika, D. (2020). Melihat Attitude and Behavior Manusia Lewat Analisis Teori Planned Behavioral. Journal of Islamic Guidance and Counseling, 4(1), 50–70. https://doi.org/https://doi.org/10.30631/jigc.v4i1.40
Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D (16th ed.). Alfabeta.
Suliyanto. (2018). Metode Penelitian Bisnis untuk skripsi, Tesis, & Disertasi (Aditya Cristian, Ed.; Ed.1). ANDI.
To, P. L., & Sung, E. P. (2014). Hedonic motivations for online shopping. Journal of Economics and Management Engineering, 8(7), 2230–2232. https://doi.org/doi.org/10.5281/zenodo.1093888
Yusuf, D. M., & Zulfitri, . (2021). Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category. European Journal of Business and Management Research, 6(6), 266–270. https://doi.org/10.24018/ejbmr.2021.6.6.1135.