PENGARUH PURCHASE INTENTION TERHADAP IMPULSIVE BUYING DENGAN SCARCITY SEBAGAI VARIABEL INTERVENING PADA PRODUK SEMBAKO SELAMA PANDEMI COVID-19 DI SURABAYA

Siska Restiana Dewi; Tan Evan Tandiyono

doi:10.69957/grjb.v5i04.2592

Authors

Siska Restiana Dewi Universitas 17 Agustus 1945 Surabaya
Tan Evan Tandiyono Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.69957/grjb.v5i04.2592

Keywords:

Puchase Intention, Scarcity, Impulsive Buying, Sembako, Pandemi COVID-19, Surabaya

Abstract

Penelitian ini mengkaji pengaruh niat beli terhadap pembelian impulsif dengan kelangkaan sebagai variabel intervening dalam pembelian bahan pangan pokok selama pandemi COVID-19 di Surabaya. Desain penelitian kuantitatif digunakan dengan data survei yang dikumpulkan dari 212 konsumen UD. Pangestu, yang dipilih melalui purposive sampling. Data dianalisis menggunakan uji validitas dan reliabilitas, uji asumsi klasik, dan pengujian hipotesis melalui uji t, uji F, analisis jalur, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa niat beli memiliki pengaruh positif yang signifikan terhadap pembelian impulsif. Kelangkaan juga secara signifikan mempengaruhi pembelian impulsif dan berperan sebagai mediator yang memperkuat hubungan antara niat beli dan perilaku pembelian impulsif. Kelangkaan yang dirasakan selama pandemi meningkatkan ketidakpastian konsumen mengenai ketersediaan produk, sehingga mendorong pembelian spontan. Temuan ini menegaskan bahwa niat beli dan kelangkaan yang dirasakan merupakan penentu penting perilaku pembelian impulsif dalam situasi krisis. Penelitian ini memberikan kontribusi empiris pada literatur perilaku konsumen dan memberikan implikasi praktis bagi pelaku bisnis dalam mengelola ketersediaan dan distribusi produk pangan pokok selama periode ketidakpastian.

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