PERAN KETERSEDIAAN UANG DALAM MEMODERASI PENGARUH MOTIVASI HEDONIS DAN MOTIVASI UTILITARIAN TERHADAP PEMBELIAN IMPULSIF PADA E-COMMERCE

FITRI HANDAYANI, . (2021) PERAN KETERSEDIAAN UANG DALAM MEMODERASI PENGARUH MOTIVASI HEDONIS DAN MOTIVASI UTILITARIAN TERHADAP PEMBELIAN IMPULSIF PADA E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mendapatkan pengetahuan, memperoleh data empiris dan fakta-fakta yang tepat, sahih, valid, serta dapat dipercaya dan diandalkan tentang peran ketersediaan uang dalam memoderasi pengaruh motivasi hedonis dan motivasi utilitarian terhadap pembelian impulsif pada e-commerce. Penelitian ini dilakukan di wilayah Jabodetabek. Selama empat bulan terhitung sejak bulan September 2020 sampai dengan Januari 2021. Metode penelitian yang digunakan adalah metode survei dengan populasi yang digunakan adalah konsumen e-commerce di wilayah Jabodetabek. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebanyak 200 responden. Sedangkan teknik analisis penelitian ini menggunakan regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa: Terdapat pengaruh yang positif dan signifikan antara motivasi hedonis terhadap pembelian impulsif. Selain itu terdapat pengaruh yang positif dan signifikan antara motivasi utilitarian terhadap pembelian impulsif, serta peran ketersediaan uang sebagai variabel moderasi memperkuat hubungan antara motivasi hedonis terhadap pembelian impulsif. Kata kunci : Motivasi Hedonis, Motivasi Utilitarian, Ketersediaan Uang, Pembelian Impulsif *********** ABSTRACT This study aims to gain knowledge, obtain empirical data and facts that are correct, valid, reliable, and reliable about the role of money availability in moderating the influence of hedonic motivation and utilitarian motivation on impulsive purchases in e-commerce. This research was conducted in the Jabodetabek area. For four months starting from September 2020 to January 2021. The research method used is a survey method with the population used is e-commerce consumers in the Jabodetabek area. The sampling technique used was purposive sampling of 200 respondents. While the analysis technique of this research uses simple linear regression. The results of this study indicate that: There is a positive and significant influence between hedonic motivation on impulsive buying. In addition, there is a positive and significant influence between utilitarian motivation on impulsive buying, and the role of money availability as a moderating variable to strengthen the relationship between hedonic motivation and impulsive buying. Keywords: Hedonic Motivation, Utilitarian Motivation, Money Availability, Impulsive Buying

Item Type: Thesis (Sarjana)
Additional Information: 1) Ryna Parlyna, MBA ; 2) Muhammad Yusuf, SE.,M.M.
Subjects: Manajemen > Perilaku Konsumen
Divisions: FE > S1 Pendidikan Tata Niaga
Depositing User: Users 10582 not found.
Date Deposited: 05 Jun 2021 06:28
Last Modified: 05 Jun 2021 06:28
URI: http://repository.unj.ac.id/id/eprint/16189

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