Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying pada Konsumen Shopee_Id

Abstract

ABSTRAK Penelitian ini dilakukan untuk mengetahui pengaruh hedonic shopping motivation dan shopping lifestyle terhadap impulse buying pada Shopee_id. Tujuan dilakukan penelitian ini adalah untuk mengetahui dan menganalisis bagaimana hedonic shopping motivation, bagaimana shopping lifestyle, bagaimana impulse buying, besarnya pengaruh hedonic shopping motivation dan shopping lifestyle terhadap impulse buying pada konsumen Shopee_id secara parsial maupun simultan. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deskriptif dan kausalitas. Populasi pada penelitian ini adalah konsumen yang pernah membeli produk di Shopee dengan jumlah sampel sebesar 100 dan teknik sampling yang digunakan yaitu metode non probability sampling dengan teknik accidental sampling. Teknik analisis data yang digunakan yaitu analisis deskriptif dan analisis regresi linear berganda. Hasil dari penelitian ini adalah hedonic shopping motivation dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying pada Shopee_id secara simultan sebesar 35,9%, sedangkan sisanya sebesar 64,1% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Variabel hedonic shopping motivation dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying pada Shopee_id secara parsial. Kata Kunci : Hedonic Shopping Motivation, Impulse Buying, Shopping Lifestyle, Shopee_id. Abstract This study was conducted to determine the effect of hedonic shopping motivation and shopping lifestyle on impulse buying at Shopee_id. The purpose of this study is to know and analyze how hedonic shopping motivation, how shopping lifestyle, how impulse buying, the influence of hedonic shopping motivation and shopping lifestyle to impulse buying to Shopee_id consumers partially or simultaneously. The research method used in this research is quantitative method with descriptive research type and causality. Population in this research is consumer who ever buy product at Shopee with amount of sample equal to 100 and sampling technique used is non probability sampling method with accidental sampling technique. Data analysis techniques used are descriptive analysis and multiple linear regression analysis. The result of this research is hedonic shopping motivation and shopping lifestyle have positive and significant effect to impulse buying at shopee_id simultaneously equal to 35,9%, while the rest equal to 64,1% influenced by other variable not examined in this research. Variables of hedonic shopping motivation and shopping lifestyle have a positive and significant effect on impulse buying at Shopee_id partially. Keywords : Hedonic Shopping Motivation, Impulse Buying, Shopping Lifestyle, Shopee_id.

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