PENGARUH HEDONIC SHOPPING MOTIVES TERHADAP IMPULSE BUYING PADA MAHASISWA PENGGUNA APLIKASI E-COMMERCE SHOPEE

INDAH KHOIRUNISA, . (2021) PENGARUH HEDONIC SHOPPING MOTIVES TERHADAP IMPULSE BUYING PADA MAHASISWA PENGGUNA APLIKASI E-COMMERCE SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Shopping Motives terhadap Impulse Buying pada mahasiswa Pendidikan IPS angkatan 2016 dan 2017 pengguna aplikasi E-commerce Shopee. Penelitian ini dilatarbelakangi oleh meningkatnya pengguna aplikasi E-commerce Shopee dikalangan mahasiswa. Metode yang digunakan dalam penelitian ini adalah penelitian metode kuantitatif dengan teknik pengambilan sampel yang digunakan adalah Purposive Sampling. Populasi yang digunakan pada penelitian ini adalah mahasiswa Pendidikan IPS angkatan 2016 dan 2017. Berdasarkan hasil penelitian dengan uji regresi linear sederhana menunjukkan bahwa nilai R square sebesar 0,435 hal ini membuktikan bahwa, variabel hedonic shopping motives berpengaruh terhadap impulse buying sebesar 43,5% sementara 56,5% sisanya merupakan kontribusi dari variabel-variabel lain yang tidak dimasukan dalam penelitian ini. Hal tersebut juga diperkuat oleh hasil analisis uji-t yang diperoleh t-hitung 9,947 > t-tabel 1,978. Sehingga dapat disimpulkan bahwa variabel hedonic shopping motives berpengaruh terhadap impulse buying pada mahasiswa pengguna aplikasi e-commerce Shopee. Kata Kunci: hedonic shopping motives, impulse buying, e-commerce ******** This study aims to analyze the influence of Hedonic Shopping Motives on Impulse Buying at Social Science Education students class of 2016 and 2017 who uses Shopee E-commerce Aplication. This research was motivated by the increasing number of Shopee E-commerce users among the students. The method used in this research is quantitative research methods with the sampling technique used is purposive sampling. The population used in this study were students of Social Science Education class of 2016 and 2017. Based on the results of the research with simple linear regression test, it shows that the R square value is 0,435 which shows that the variable hedonic shopping motives effect on impulse buying is 43.5% while the remaining 56.5% is the contribution of the other variables that not included in this study. This is also confirmed by the results of the t-test analysis obtained by the t-test 9,947> t-table 1,978. So it can be concluded that the variable hedonic shopping motives has an influence on impulse buying among Social Science Education students who uses Shopee E-commerce Aplication. keywords: hedonic shopping motives, impuse buying, e-commerce

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dian Alfia Purwandari, SE., M.Si 2). Nandi Kurniawan, S.Pd., M.Si
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FIS > S1 Pendidikan IPS
Depositing User:	Users 9219 not found.
Date Deposited:	26 Feb 2021 04:07
Last Modified:	26 Feb 2021 04:07
URI:	http://repository.unj.ac.id/id/eprint/13244

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