Pengaruh Alasan Positif Dan Negatif Terhadap Sikap Dan Niat Pembelian Konsumen Gen Z Dalam Belanja Online: Studi Komparatif Produk Search Goods Dan Experience Goods
DOI:
https://doi.org/10.58191/jomel.v6i1.488Kata Kunci:
Alasan Positif, Alasan Negatif, Behavioural Reasoning Theory, Sikap, Niat PembelianAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh alasan positif (reasons for) dan alasan negatif (reasons against) terhadap sikap serta niat pembelian Konsumen Gen Z dalam belanja online dengan menggunakan kerangka Behavioural Reasoning Theory (BRT). Penelitian ini juga membandingkan bagaimana kedua jenis alasan tersebut bekerja pada kategori produk yang berbeda, yaitu search goods dan experience goods. Pengumpulan data dilakukan melalui survei terhadap 200 responden Gen Z yang aktif berbelanja online. Analisis data menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa alasan positif berpengaruh positif dan signifikan terhadap sikap dengan nilai koefisien jalur sebesar 0,607, menjadikannya faktor yang paling dominan dalam pembentukan sikap konsumen. Alasan negatif juga berpengaruh signifikan terhadap sikap, namun dengan pengaruh yang jauh lebih lemah (β = 0,090). Selanjutnya, sikap terbukti memiliki pengaruh yang kuat dan signifikan terhadap niat pembelian dengan nilai koefisien jalur sebesar 0,709. Nilai R-square menunjukkan bahwa 43,1% variasi sikap dijelaskan oleh alasan positif dan alasan negatif, sementara 50,3% variasi niat pembelian dijelaskan oleh sikap. Temuan ini mendukung proposisi utama BRT bahwa alasan berfungsi sebagai penjelasan rasional yang membentuk sikap sebelum memengaruhi niat perilaku. Perbandingan antara search goods dan experience goods juga menunjukkan bahwa alasan positif tetap menjadi faktor paling dominan dalam kedua kategori produk tersebut. Secara keseluruhan, penelitian ini menegaskan bahwa Behavioural Reasoning Theory merupakan kerangka yang tepat untuk menjelaskan proses pengambilan keputusan Gen Z dalam belanja online serta memberi implikasi penting bagi pelaku e-commerce untuk memperkuat reasons for dalam strategi pemasaran digital.Referensi
Amthauer, J., Fleiß, J., Guggi, F., & Robertson, V. H. S. E. (2023). Detecting resale price maintenance for competition law purposes: Proof-of-concept study using web scraped data. Computer Law and Security Review, 51. https://doi.org/10.1016/j.clsr.2023.105901
Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66. https://doi.org/10.1016/j.jretconser.2022.102944
Brand, B. M. (2025). Bridging the intention-behavior-gap through digitalized information (?) - Two laboratory experiments in the textile industry. Journal of Retailing and Consumer Services, 84. https://doi.org/10.1016/j.jretconser.2024.104179
Cebollada, J Chu, Y., & Jiang, Z. (2019). Online Category Pricing at a Multichannel Grocery Retailer. Journal of Interactive Marketing, 46. https://doi.org/10..,1016/j.intmar.2018.12.004
Chan, T. Y., Narasimhan, C., & Yoon, Y. (2017). Advertising and price competition in a manufacturer-retailer channel. International Journal of Research in Marketing, 34(3). https://doi.org/10.1016/j.ijresmar.2017.04.001
Kaur Chatrath, S., Batra, G. S., & Chaba, Y. (2022). Handling consumer vulnerability in e-commerce product images using machine learning. Heliyon, 8(9). https://doi.org/10.1016/j.heliyon.2022.e10743
Guan, Z., Yu, T., Dong, J., & Zhang, J. (2024). Impact of consumers’ anticipated regret on brand owners’ blockchain adoption in the presence of a secondhand market. International Journal of Production Economics, 271. https://doi.org/10.1016/j.ijpe.2024.109197
Hutchins, D. A., & Hurley, R. A. (2024). Graduate Student Literature Review: A systematic review of articles influencing United States retail cheese packaging, labeling, and market trends related to cheese in the marketplace and during consumption. In Journal of Dairy Science (Vol. 107, Issue 12, pp. 10244–10255). Elsevier Inc. https://doi.org/10.3168/jds.2023-23977
Jiang, G., Tadikamalla, P. R., Shang, J., & Zhao, L. (2016). Impacts of knowledge on online brand success: An agent-based model for online market share enhancement. European Journal of Operational Research, 248(3). https://doi.org/10.1016/j.ejor.2015.07.051
Khalek, S. A., Dey, D., Chakraborty, A., & Samanta, T. (2025). From expectations to frustrations: Dissecting negative experiences to understand negative word-of-mouth in online grocery services. Diakses pada 7 Juni 2025.
Lim, S. G. (Edward), & Ok, C. “Michael.” (2022). A percentage-off discount versus free surcharge: The impact of promotion type on hotel consumers’ responses. Tourism Management, 91. https://doi.org/10.1016/j.tourman.2022.104504
Lockshin, L., & Corsi, A. M. (2012). Consumer behaviour for wine 2.0: A review since 2003 and future directions. In Wine Economics and Policy (Vol. 1, Issue 1). https://doi.org/10.1016/j.wep.2012.11.003
Mookherjee, S., Lee, J. J., & Sung, B. (2021). Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment. Journal of Business Research, 132. https://doi.org/10.1016/j.jbusres.2021.04.041
Petcharat, T., Jattamart, A., & Leelasantitham, A. (2023). A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103450
Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2). https://doi.org/10.1016/j.dim.2023.100058
Rashid, N., Imtiaz, A., Ali, J., & Sorooshian, S. (2025). Mitigating The Impact of Purchase Uncertainty on Reverse Supply Chain Through Impulsive Consumer Buying with Moderation of Lenient Return Policies. Cleaner Logistics and Supply Chain, 14. https://doi.org/10.1016/j.clscn.2025.100207
Rausch, T. M., Baier, D., & Wening, S. (2021). Does sustainability really matter to consumers? Assessing the importance of online shop and apparel product attributes. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102681
Ratchford, B., Soysal, G., Zentner, A., & Gauri, D. K. (2022). Online and offline retailing: What we know and directions for future research. Journal of Retailing, 98(1). https://doi.org/10.1016/j.jretai.2022.02.007
Sarkar, B., Dey, B. K., Ma, J.-H., Sarkar, M., Guchhait, R., & Ahn, Y.-H. (2024). Does outsourcing enhance consumer services and profitability of a dual-channel retailing? Diakses pada 11 Oktober 2025.
Schacker, M., & Slabeva, K. S. (2023). A morphology of digital direct-To-consumer (D2C) models. Procedia Computer Science, 219. https://doi.org/10.1016/j.procs.2023.01.278
Sharma, N., Acquila-Natale, E., Dutta, N., & Hernández-García, Á. (2025). A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning. Electronic Commerce Research and Applications, 70. https://doi.org/10.1016/j.elerap.2025.101480
Thomas, R. W., Ueltschy Murfield, M. L., & Ellram, L. M. (2022). Leveraging sustainable supply chain information to alter last-mile delivery consumption: A social exchange perspective. Sustainable Production and Consumption, 34. https://doi.org/10.1016/j.spc.2022.09.014
Tsai, P. H., & Tang, J. W. (2023). Consumers’ switching intention towards E-commerce platforms’ store-to-store pickup services: The application of the extended PPM model. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103535
Wang, L., & Bae, S. M. (2020). How to avoid the free shipping pitfall? Changing consumer attitudes from the perspective of information interaction. Electronic Commerce Research and Applications, 42. https://doi.org/10.1016/j.elerap.2020.100996
Wang, Z., Liu, H., Fan, X., & Zhang, T. (2024). Integrating machine learning and robust optimization for new product development: A consumer and expert preference-based approach. Diakses pada 10 April 2025.
Wu, Z., & Luo, J. (2022). Online information privacy and price: A theoretical model and empirical tests. Information and Management, 59(2). https://doi.org/10.1016/j.im.2021.103583
Zhang, L., Wang, X., Majeed, S., & Zhou, Z. (2025). How do sales promotions, communication agents, and psychological contracts determine purchase hesitation? Diakses pada 19 Juli 2025.
Zhang, M., He, S., Wang, P. P., Zhao, Z., Wang, S., & Huang, G. Q. (2025). Channel structures and ESG initiatives for logistics service providers. Diakses pada 15 Maret 2025.
Zhang, Y., Voorhees, C. M., Lin, C., Chiang, J., Hult, G. T. M., & Calantone, R. J. (2022). Information Search and Product Returns Across Mobile and Traditional Online Channels. Journal of Retailing, 98(2). https://doi.org/10.1016/j.jretai.2021.05.001
Abu Farha, A. K., El Hedhli, K., Alnawas, I., Zourrig, H., & Becheur, I. (2024). Drivers and outcomes of a shopper-retailer’s app relationship. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104002
