PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF PRODUK FLASH SALE PADA PENGGUNA MARKETPLACE SHOPEE

PUTRI LARASSATY, . (2020) PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF PRODUK FLASH SALE PADA PENGGUNA MARKETPLACE SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh motivasi belanja hedonis terhadap perilaku pembelian impulsif produk flash sale pada marketplace shopee. Penelitian ini menggunakan metode kuantitatif. Sampel pada penelitian ini sebanyak 300 orang dengan menggunakan teknik purposive sampling dengan ciri-ciri (1) wanita dewasa awal berusia 18-40 tahun, (2) domisili di DKI Jakarta, (3) pernah belanja di shopee saat diadakannya flash sale. Pengujian hipotesis ini menggunakan analisis regresi satu prediktor. Hasil penelitian ini menunjukkan nilai signifikansi (p) sebesar 0.00 (p < 0.05). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh motivasi belanja hedonis terhadap perilaku pembelian impulsif produk flash sale pada marketplace shopee. Pembelian impulsif dipengaruhi oleh motivasi belanja hedonis sebesar 12.5%, yang artinya 87.5% dipengaruhi oleh faktor lain selain motivasi belanja hedonis. ********************** This study aims to examine the effect of hedonic shopping motivations on impulse buying tendency flash sale products at marketplace of shopee. This research is using quantitative methods. There were 300 participants in this research, by using purposive sampling technique with characteristics: (1) early adult women between 18-40 years old, (2) live in DKI Jakarta, (3) ever did shop at shopee when held a flash sale. This hypothesis testing is use one predictor regression analysis. The analysis results showed that the significance (p) of 0.00 (p < 0.05). Based on the results of data analysis obtained, there is the effect of hedonic shopping motivations on impulse buying tendency flash sale products at marketplace of shopee. Impulse buying is influenced by hedonic shopping motivations result is equally to 12,5%, which means 87,5% are influenced by other factors except hedonic shopping motivations

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dwi Kencana Wulan, M.Psi. ; 2). Lupi Yudhaningrum, M.Psi.
Subjects:	Pendidikan > Psikologi Pendidikan
Divisions:	FPP > S1 Psikologi
Depositing User:	Users 6035 not found.
Date Deposited:	16 Sep 2020 13:54
Last Modified:	16 Sep 2020 13:54
URI:	http://repository.unj.ac.id/id/eprint/10894

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