PENGARUH IKLAN INTERAKTIF MENARIK, KETERLIBATAN KONSUMEN, SERTA RESPON EMOSI TERHADAP PEMBELIAN IMPULSIF PADA PRODUK MARKETPLACE
DOI:
https://doi.org/10.51878/paedagogy.v5i1.5121Keywords:
Interactive Advertising, Consumer Engagement, Positive Emotional Response, Impulse Buying, Generation Z, Electronic ProductsAbstract
This study aims to examine the influence of engaging interactive advertisements on impulsive buying behavior toward electronic products among Generation Z in Central Java. Utilizing an explanatory quantitative approach, the research investigates the mediating role of consumer engagement and the moderating role of positive emotional responses in the relationship between interactive advertisements and impulsive purchases. Data were collected through an online questionnaire involving 32 purposively selected respondents who met specific criteria. The results of multiple linear regression analysis reveal that, collectively, interactive ads, consumer engagement, and emotional responses significantly influence impulsive buying behavior (p = 0.048). However, only consumer engagement demonstrates a statistically significant individual effect (p = 0.013), while interactive advertising and emotional responses do not show significant direct effects. These findings underscore the critical role of active consumer participation in digital marketing, suggesting that interactive experiences fostering engagement are more effective in triggering impulsive purchases than visual appeal or emotional stimulation alone. This study contributes to the development of more participatory and contextually relevant marketing strategies in the digital era and opens avenues for further exploration of psychological and situational factors influencing impulsive buying decisions.
ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh iklan interaktif yang menarik terhadap perilaku pembelian impulsif pada produk elektronik di kalangan Generasi Z di Jawa Tengah. Dengan menggunakan pendekatan kuantitatif eksplanatori, penelitian ini menyelidiki peran mediasi dari keterlibatan konsumen dan peran moderasi dari respon emosional positif dalam hubungan antara iklan interaktif dan pembelian impulsif. Data dikumpulkan melalui kuesioner online yang melibatkan 32 responden yang dipilih secara purposif yang memenuhi kriteria tertentu. Hasil analisis regresi linier berganda mengungkapkan bahwa, secara kolektif, iklan interaktif, keterlibatan konsumen, dan respon emosional secara signifikan mempengaruhi perilaku pembelian impulsif (p = 0,048). Namun, hanya keterlibatan konsumen yang menunjukkan pengaruh individual yang signifikan secara statistik (p = 0,013), sementara iklan interaktif dan respon emosional tidak menunjukkan pengaruh langsung yang signifikan. Temuan ini menggarisbawahi peran penting dari partisipasi aktif konsumen dalam pemasaran digital, menunjukkan bahwa pengalaman interaktif yang mendorong keterlibatan lebih efektif dalam memicu pembelian impulsif daripada daya tarik visual atau stimulasi emosional saja. Studi ini berkontribusi pada pengembangan strategi pemasaran yang lebih partisipatif dan relevan secara kontekstual di era digital dan membuka jalan untuk eksplorasi lebih lanjut tentang faktor-faktor psikologis dan situasional yang mempengaruhi keputusan pembelian impulsif.
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