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Abstract

Tujuan: Penelitian ini bertujuan untuk mengevaluasi pengaruh time availability, motivasi hedonis, dan motivasi utilitarian terhadap perilaku pembelian impulsif pada platform e-commerce, dengan availability of money sebagai variabel moderasi.


Desain Penelitian dan Metodologi: Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Subjek penelitian adalah mahasiswa akuntansi di Jakarta yang aktif melakukan pembelian daring. Sebanyak 160 responden dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel.


Hasil dan Pembahasan: Hasil penelitian menunjukkan bahwa motivasi hedonis dan motivasi utilitarian memiliki pengaruh signifikan terhadap pembelian impulsif, sedangkan time availability tidak menunjukkan pengaruh langsung yang signifikan. Variabel availability of money terbukti mampu memoderasi hubungan antara time availability dan motivasi hedonis terhadap pembelian impulsif. Namun, variabel ini tidak berperan dalam memoderasi hubungan antara motivasi utilitarian dan pembelian impulsif.


Implikasi: Temuan ini mengindikasikan bahwa dalam perilaku konsumsi impulsif berbasis e-commerce, faktor emosional dan persepsi kecukupan dana memegang peranan lebih penting dibandingkan faktor waktu. Oleh karena itu, pelaku industri dapat fokus pada strategi emosional dan akses keuangan yang fleksibel untuk mendorong keputusan pembelian spontan.

Keywords

time availability motivasi hedonis motivasi utilitarian pembelian impulsif e-commerce

Article Details

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How to Cite
Leonardo, K., & Wijoyo, A. (2025). Availability of Money Sebagai Pemoderasi Hubungan antara Time Availability, Motivasi Hedonis dan Utilitarianism terhadap Keputusan Pembelian Impulsif Pada E-Commerce: (Studi Kasus Mahasiswa Akuntansi di Jakarta). Atestasi : Jurnal Ilmiah Akuntansi, 8(2), 210–229. https://doi.org/10.57178/atestasi.v8i2.1513
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