The impact of hedonic shopping value, shopping lifestyle, and positive emotions on consumer purchasing decisions at Traveloka

Hazizah Hazizah,Eka Afrida Ermawati,I Putu Sudhyana Mecha

doi:10.31940/jasth.v4i2.50-59

Hazizah Hazizah, Eka Afrida Ermawati + Show 1 more

Open Access

https://doi.org/10.31940/jasth.v4i2.50-59

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Abstract

Traveloka is an internet-based tourist information or travel application that allows users to search for and purchase a variety of products and services by online platform, including transportation, lodging, lifestyle, and financial services. Despite the fact that Traveloka is well-known among the general public, there is still lack of knowledge that tourism industry has not used it as promotional and sales media for its products and services. This research was conducted at Banyuwangi in order to determine the impact of partial and simulta-neous hedonic shopping value, shopping lifestyle, and positive emotions on consumer purchasing decisions at Traveloka. The SPSS Version 22 application was used to conduct the research, which included multiple line-ar regression analysis procedures, multiple correlation coefficients, coefficients of determination, T-test, and F-test. Sample size of this study were 100 respondents based on purposive sampling. It showed that hedonic shopping value, shopping lifestyle, and positive emotions all have both partial and simultaneous significant impact on customer purchasing decisions at Traveloka, so conventional tourism industry who de-cides to join the Traveloka are expected to be able to offer and sell tourism products or services that are able to provide and adapt into consumer shopping lifestyles, for example by providing promotion, discounts, and cashback for tour packages or services. Therefore, the results of this research can be applied as recommenda-tion for tourism industry, especially for travel agents who has been joined Traveloka as a member so that they can be more competitive in this digitalization era.

Highlights

In 2019-2020, 73.7 percent of Indonesia's population, or about 196.71 million of the total population of 266.91 million people have been connected to the Internet as media of information and communication (Asosiasi Penyelenggara Jasa Internet Indonesia, 2020)
Sample size of this study were 100 respondents based on purposive sampling. It showed that hedonic shopping value, shopping lifestyle, and positive emotions all have both partial and simultaneous significant impact on customer purchasing decisions at Traveloka, so conventional tourism industry who de-cides to join the Traveloka are expected to be able to offer and sell tourism products or services that are able to provide and adapt into consumer shopping lifestyles, for example by providing promotion, discounts, and cashback for tour packages or services
There was significant impact of hedonic shopping value partially on consumer purchasing decisions at Traveloka. It means that the higher the hedonic shopping value that may match each consumer's needs, in terms of fun and new experiences, the higher the purchasing decisions made by consumers at Traveloka

Summary

Introduction

In 2019-2020, 73.7 percent of Indonesia's population, or about 196.71 million of the total population of 266.91 million people have been connected to the Internet as media of information and communication (Asosiasi Penyelenggara Jasa Internet Indonesia, 2020). This means that from 2018 to 2019, the number of internet users in Indonesia increased by 8.9%, or roughly 25.57 million individuals. The island of Java has the most Internet users, accounting for 56.4 percent of all Internet users (about 110.94 million). After Central Java and West Java, East Java has the third-largest number of internet users on the island of Java. For communication, and for purchasing things, including booking hotels and inns, with the hotel and lodging sector accounting for 43.2 percent of all online purchases

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