Moderasi Kontrol Diri dan Gender pada Pengaruh E-WOM dan Peer Influence terhadap Impulse Buying Fashion
Keywords:
Electronic Word of Mouth (E-WOM), Peer Influence, Impulse buying, Kontrol Diri, GenderAbstract
Penelitian sebelumnya menunjukkan bahwa fenomena impulse buying pada produk fashion di platform online sering ditemukan. Survei menunjukkan 75% konsumen di Indonesia memilih produk fashion lokal dibandingkan produk fashion luar, salah satunya produk lokal Erigo menjadi pilihan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan peer influence terhadap impulse buying produk fashion, serta menguji peran kontrol diri dan gender sebagai variabel moderasi dalam hubungan tersebut. Peneliti menggunakan desain kuantitatif, dengan populasi yaitu konsumen produk pakaian Erigo. Secara acak sampel penelitian berjumlah 205 responden terdiri atas 89 perempuan dan 116 laki-laki. Analisis data menggunakan metode PLS-SEM dan Multi-Group Analysis, yang menunjukkan bahwa E-WOM dan peer influence secara parsial berpengaruh positif dan signifikan terhadap impulse buying produk fashion. Kontrol diri tidak mampu memoderasi pengaruh E-WOM maupun peer influence terhadap impulse buying, sebab kemampuan seseorang untuk melakukan kontrol diri terbatas, artinya kontrol diri tidak dapat dilakukan secara terus-menerus. Sementara gender terbukti tidak memoderasi pengaruh E-WOM, namun secara signifikan memoderasi pengaruh peer influence terhadap impulse buying, dengan pengaruh yang menonjol pada kelompok perempuan. Hasil temuan pada penelitian ini menekankan bahwa impulse buying dalam industri fashion tidak hanya dipengaruhi oleh faktor internal dan digital, tetapi juga rentan terhadap dinamika sosial dan gender.
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