HUBUNGAN INTENSITAS MENGAKSES ONLINE SHOP DAN TINGKAT KEPERCAYAAN REKOMENDASI PEER GROUP DENGAN PEMBELIAN IMPULSIF SECARA ONLINE

Abstract

Impulsive buying is a phenomenon happens in the society. Along with the appeareance of enormous number of online shop, impulsive buying happens not only in a store but also in online shopping. This research is to know the relation of online shop browsing and trustworthiness level of peer group recomendation with online impulse buying, using non-probabilty sampling techniques with population sample taken as many as 100 respondent, domiciled in Semarang with provision having a online shop browsing routine and having a peer group. The result is there‟s a relation between the intensity of online shop browsing variable with online impulsive buying, using The Strong Theory of Advertising can be proven by the analysis of Kendall‟s Tau Correlation, the number of significance is 0,000 or highly significance a nd the correlation value is 0,550. This research is also known that there is no relation between trustworthiness level of peer group recomendation and online impulsive buying. The relation of these two variables is using the concept reference group. By the analysis of Kendall‟s Tau correlation, the number of significance is 0,412 or not significance and the correlations value is 0,074 which means that the second hypotesis is not proven.