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64 Journal The WINNERS, Vol. 16 No. 1, March 2015: 64-70
THE INFLUENCE OF ONLINE STORE BELIEFS TOWARDS
IMPULSE BUYING (STUDY ON ELEVANIA.CO.ID)
Citra Kusuma Dewi; Despri Lolita br Sinuraya
School of Communication and Business
Telkom University, Bandung, Indonesia
citrakusumadewi@telkomuniversity.ac.id; despri26@gmail.com
ABSTRACT
The rapid development of information technology brings a great impact to all aspects, including the
development of business and marketing. The rapid growth of internet user makes online business becomes a
potential market. One of the factors that determine the success of an online business is consumer beliefs to an
online store. The purpose of this study is to determine the influence of online stores beliefs towards impulse
buying on elevenia consumers. This study was conducted on elevenia consumers who have shopped at
elevenia.co.id. Sample size of 100 people with purposive sampling method. Data was collected through
questionnaires using a 5 point Likert scale to measure 11 indicators. The analysis technique is multiple linear
regression. The research found that the online store beliefs variable consist of functional convenience beliefs
and representation delight, simultaneously influence impulse buying on elevenia consumers.While in partial
functional convenience beliefs variable have no influence towards impulse buying on elevenia consumers.
Keywords: online store beliefs, impulse buying, elevenia.co.id
ABSTRAK
Pesatnya perkembangan teknologi informasi membawa dampak yang besar untuk semua aspek,
termasuk pengembangan bisnis dan pemasaran. Pesatnya pertumbuhan pengguna internet membuat bisnis
online menjadi pasar yang potensial. Salah satu faktor yang menentukan keberhasilan bisnis online adalah
keyakinan konsumen terhadap sebuah toko online. Tujuan penelitian untuk melihat pengaruh keyakinan kepada
toko online terhadap pembelian tidak terencana pada konsumen Elevenia. Penelitian ini dilakukan pada
konsumen Elevenia yang telah berbelanja di elevenia.co.id. Ukuran sampel adalah 100 orang dengan metode
purposive sampling. Data dikumpulkan melalui kuesioner dengan menggunakan skala Likert 5-titik untuk
mengukur 11 indikator. Teknik analisis yang digunakan adalah regresi linier berganda. Penelitian ini
menemukan bahwa variabel kepercayaan kepada toko online yang terdiri dari keyakinan akan kenyamanan
fungsional dan representasi yang menyenangkan, secara bersamaan mempengaruhi pembelian tidak terencana
pada konsumen Elevenia. Sementara itu, secara parsial keyakinan akan kenyamanan fungsional tidak memiliki
pengaruh terhadap pembelian tidak terencana pada konsumen Elevania.
Kata kunci: online store beliefs, pembelian tidak terencana, elevaia.co.id
The Influence of Online Store …… (Citra Kusuma Dewi; Despri Lolita br Sinuraya) 65
INTRODUCTION
Technology has an important role in human life, especially the internet. The increasing of
internet users leads the internet is not only used for information and communication facilities, but can
also be used as a trade medium known as e-commerce (Nugraha, 2014). The rapid growth in e-
commerce indirectly brings new phenomenon or a new lifestyle in Indonesia. E-commerce makes
consumers shopped in shorter time without having to linger around the mall to find the desired item.
Through the online store, consumers are not impeded by the distance and can be accessed anywhere
that makes it easy for consumers to find an online store.
Elevenia.co.id as the first marketplace concept that launched in 2014, is one of online sites in
Indonesia that utilizes the development of e–commerce. Elevenia must understand consumer behavior
as the target market, to provide assurance to consumers in making a purchase at Elevenia. In order to
reap success in Indonesia, the company is necessary to study the unique characteristic owned by
Indonesian consumers. According to Irawan, there are 10 characteristics of Indonesian consumer
behavior, unplanned characteristics (dominated by unplanned behavior) or I want it now
characteristics (Sunyoto, 2013). In online business, the goods traded are intangible, so it is required for
an online store to offer, give information, and provide attractive appearance to inflict desire to do
impulse buying.
Factors that determine the success of a business, especially an online sale is consumer beliefs
to shop online because consumers will experience the process of online shopping decisions such as
finding information, comparing alternatives, and decision making. At this stage of information search,
consumers will look for reference online. The information sought is in the form of opinions from other
people who are already benefiting from the products purchased. So that, as an online store, it is
important to observe online store beliefs by making it easier to use, such as a simple search, ease of
buying the product, and provide confidence and excitement experience during shopping for consumers
(Suhari, 2011).
Online stores beliefs are online transaction which has a certainty and asymmetric information.
As a result, there is the need for mutual trust between shoppers and sellers. Online store beliefs same
with the perception of functional convenience consisting of merchandise attractiveness and ease of use
and representational delight include enjoyment and communication style website (Verhagen & Van
Dolen, 2011). Online store beliefs is one of the factors in the occurrence of unplanned or impulse
buying.
According to Engel and Blackwell, unplanned buying is actions of purchases without previous
planned or planned in purchase decisions were made at the time were in the stores (in Japarianto &
Sugiharto, 2011). Meanwhile, according to Bloch et al, consumers without intention to buy something
from a store, may enter a store and may make impulse buying (Gültekin & Özer, 2012). According to
Stern, there are four types of impulsive purchase (Utami, 2010): (1) Pure impulse; (2) Reminder
impulse; (3) Suggestion impulse; (4) Planned impulse.
Based on the explanation and the above factors, a study was conducted to determine the online
store beliefs which can lead to impulse purchases on Elevenia.co.id. Based on the background
described, the research problem is formulated as follows: (1) How do the online store beliefs on
Elevenia consumers?; (2) How does the impulse buying on Elevenia consumers?; (3) How much is the
influence of online store beliefs towards impulse buying on Elevenia consumer by partial?; (4) How
much is the influence of online store beliefs towards impulse buying on Elevenia consumers
insimultaneously?
66 Journal The WINNERS, Vol. 16 No. 1, March 2015: 64-70
IB = a + b1FCB+ b2RD
METHOD
The method used is quantitative. Based on the type, this research is a descriptive study to give
an idea of the object under study and have a causal relationship. The main data used are primary data,
which is acquired by distributing questionnaires to the respondents. The analysis tool used is
descriptive analysis and multiple linear regression analysis.
Variables of this research are; (1) Online Store Beliefs (OSB) based on Verhagen & Van
Dolen (2011) theory, which is consisting of two variables; (a) Functional convenience beliefs (FCB)
includes ease of use in using the online store which is easy to search and easy to buy products; (b)
Representational delight (RD) includes on the characteristics of online shopping with providing trust
and online shopping excitement experience for consumers. (2) Impulse buying (IB) is an action of
purchases without previous planned or planned in purchase decisions was made at the time were in the
stores (Engel in Japarianto & Sugiharto, 2011).
Population is the generalization region consisting of objects or subjects that have certain
qualities and characteristics defined by the researchers to learn and then drawn conclusions (Sugiyono,
2012). The population in this research is the consumer who has purchased a product at Elevenia.co.id
in 2014.
The sample is part of the number and characteristics possessed by this population (Sugiyono,
2012). Given the number of the population cannot be known with certainty, then in determining the
number of samples using Zikmund approach in order to get the total sample of 97 people, is rounded
to 100 people (Zikmund, et al. 2010). The sampling technique in this study is a non-probability
sampling technique with purposive sampling, so that each respondent can be filtered through a
screening question contained in the questionnaire study.
To analyze the data that has been collected, the researcher used descriptive analysis and
multiple linear regression analysis and hypothesis testing using partial test and simultaneous. Multiple
linear regression equation as follows:
(1)
IB : Impulse Buying
FCB : Functional Convenience Beliefs
RD : Representational Delight
The framework of this study is described as follows:
Figure 1 Framework
The Influence of Online Store …… (Citra Kusuma Dewi; Despri Lolita br Sinuraya) 67
Hypotheses from the study; (1) Functional Convenience Beliefs (X1) influence impulse
buying (Y) on Elevenia consumers; (2) Representational delight (X2) influence impulse buying (Y) on
Elevenia consumers; (3) Online stores beliefs (X) simultaneously influence impulse buying (Y) on
Elevenia consumers.
RESULTS AND DISCUSSION
The results of data processing, descriptive analysis of the results obtained for the three
variables shown in Table 1 as follows:
Table 1 Scores and Category
From Table 1, it can be explained that FCB consisting of merchandise attractiveness and ease
of use is within good category. It can be seen from the average scores obtained in the amount of
72.93%. It shows that Elevenia as online store provides facilities that are easy to search products and
to buy products. DCB is consisting of enjoyment and website communication style is also in a good
category, and it can be seen from the average value of scores obtained in the amount of 70.90%. This
suggests that Elevania gives confidence to shop online and pleasant shopping experience, such as the
colorful appearance of the site and attractive website design. It aims to change the desire of consumers
shopping into a pleasure shopping. Impulse buying variable also in a good category, it can be seen
from the average scores obtained in the amount of 71.60%. This indicates that the most of Elevenia
consumers made the purchases impulse or unplanned as a result of external factors and internal
factors. The external factors such as discounts, vouchers, and attractive products, and then the internal
factors such as shopping motivation, which came immediately from Elevenia consumers.
Multiple Linear Regression Analysis
The results showed the regression equation between online stores beliefs towards impulse
buying on consumers Elevenia as follows:
Y = 1.263 + 0,042X1 + 0,512X2.
The results of this analysis can be shown as follows:
a = 1.263
If functional convenience beliefs variable and representational delight variable are zero then the
impulse buying is worth 1,263 units.
b1 = 0,042
If functional convenience beliefs variable (X1) an increase of one unit and the other variable constant,
then the variable impulse buying (Y) will increase by 0,042 units.
Variables Average scores
Average
Percentage
Category
FCB 1639,5 72,93 % Good
RD 1063,5 70,90% Good
IB 1432 71,6% Good
68 Journal The WINNERS, Vol. 16 No. 1, March 2015: 64-70
b2 = 0,512
If representational delight variable (X2) an increase of one unit and the other variable constant, then
the variable impulse buying (Y) will increase by 0.512 units.
Hypothesis Testing
Based on the data processing, it can produce output in Table 2.
Table 2 t test Results (Partial Test)
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1
(Constant) 1,263 ,215 5,881 ,000
FCB ,042 ,121 ,050 ,348 ,728
RD ,512 ,116 ,635 4,420 ,000
a. Dependent Variable: Impulse Buying
Based on these criterion, it can be explained each of the variables as follows: (1) Functional
Convenience Beliefs (FCB), test results for the Functional Convenience Beliefs variable shows that
value(0.348)<t table (1.985) or views of sig (0.728)> 0.05, then H0 is accepted and Ha rejected, it
means that Functional Convenience Beliefs doesn’t have influence towards impulse buying on
Elevenia consumers. It is possibly because the goods that sold in Elevania are not famous and branded.
Goods that sold in Elevenia are from local SMEs that do cooperation with Elevania; (2)
Representational Delight Variable, test results for the Representational delight variable shows the
value t = 4.420> 1.985 t table or views of sig (0,000) <0.05, then H0 is rejected and Ha accepted, it
means that representational delight has influence towards impulse buying on Elevenia consumers. It
shows that Elevenia gives trust to online shopping and gives an enjoyable shopping experience by a
display of colored site and website design which draws to change the desire of consumers to get
shopping pleasure.
Based on the data processing, it can produce output in Table 3.
Table 3 F Test Results (Simultaneosly Test)
Based on Table 3, it can be seen the F value (41.447)> F table (3.09) and the Sig. (0,000)
<0.05. It means that the online store beliefs consisting of Functional Convenience Beliefs and
Representational delight have influence towards impulse buying on Elevenia consumers
simultaneously.
Model Sum of Squares df Mean Square F Sig.
1
Regression 18,749 2 9,374 41,447 ,000b
Residual 21,939 97 ,226
Total 40,688 99
The Influence of Online Store …… (Citra Kusuma Dewi; Despri Lolita br Sinuraya) 69
Results of this study showed that the representational delight was important to impulsive
buying. In order to stimulate impulsive buying, online retailers should create a calm, friendly,
knowledgeable, and fun site with an attractive assortment; providing pleasure when customers browse
through it (Verhagen & Dolen, 2011). According to Joseph S., et al(2007), website display would
affect impulse buying to consumers. Consumers with high degrees of impulsiveness tend to be more
positively influenced by a high-quality website. At the same time, highly impulsive consumers are
more negatively influenced by a low-quality website. Thus, while the objective quality of an e-
commerce website is an important factor, an understanding of the inherent impulsiveness of the
consumer base is a critical factor for understanding how and why consumers react to varying degrees
of website quality. Interesting and quality of elevenia website display would make consumers to spend
their time to browse the website and it will prevent boredom on consumers. This will make the
consumer doing impulse buying.
The coefficient of determination (R2)
The result of R2 can be seen in table 4.
Table 4 Coefficient of Determination
Based on the calculations in Table 5, the value of coefficient determination of 46.1%. It can be
interpreted that the influence of online store beliefs on Elevenia consumers is 46.1%, as for the rest of
53.9% influenced by other factors.
CONCLUSION
Based on the results of the processing of data analysis and discussion that has been described
in the previous chapter on the influence of online stores beliefs against impulse buying on Elevenia
consumers, researchers can attract some conclusions that can provide answers to the formulation of the
problem in this study, as follows: (1) Based on the results of data processing, online stores beliefs has
average score of 71.92%, which indicates that the online store beliefs variable is good in the eyes of
Elevania consumers. Elevenia is able to provide the convenient transaction and enjoyable shopping
experience for every customer; (2) Impulse buying have average total score of 71.60%, which
indicates that impulse buying variable is good. It means that most consumers Elevania doing impulse
buying when shopping at Elevenia; (3) Based on the results of t test showed that functional
convenience variable have not influence towards impulse buying on Elevenia consumers, while the
representational delight variable have influence towards impulse buying on Elevenia consumers. In
partial Online store beliefs influence impulse buying on Elevenia consumers, those are functional
convenience beliefs amount of 3% and representational delight amounted 43.1%; (4) Simultaneously
influence of online store beliefs against impulse buying on Elevenia consumers. The effect of
simultaneously online store beliefs against impulse buying on consumers Elevenia of 46.1%, while the
remaining 53.9% is influenced by other factors, namely: emotional factors, trust factor, demographic
factors, the nature of materialism and others. Based on the results of the F test online store beliefs
affect the impulse buying on Elevenia consumers by simultaneously.
Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 ,679a ,461 ,450 ,47558
70 Journal The WINNERS, Vol. 16 No. 1, March 2015: 64-70
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