PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA TIKTOK SHOP (STUDI KASUS PADA GENERASI Z DI JAKARTA)

MOHAMAD ROHADI, . (2025) PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA TIKTOK SHOP (STUDI KASUS PADA GENERASI Z DI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menentukan pengaruh positif dan signifikan dari Hedonic Shopping Motivation dan Sales Promotion terhadap Impulsive Buying pada pengguna tiktok shop generasi z di Jakarta, dengan Positive Emotion sebagai variabel mediasi. Data dikumpulkan melalui kuesioner Google Form dengan skala Likert 5 poin, yang disebarkan kepada 300 responden yang memenuhi kriteria, yaitu konsumen yang pernah melakukan pembelian secara impulsif di tiktok shop. Analisis data dilakukan menggunakan pengujian validitas dan reliabilitas, serta uji hipotesis dengan perangkat lunak AMOS versi 24. Hasil penelitian menunjukkan bahwa Hedonic Shopping Motivation memiliki pengaruh positif dan signifikan terhadap Impulsive Buying dan Positive Emotion. Sedangkan Sales Promotion berpengaruh positif dan signifikan terhadap Impulsive Buying dan Positive Emotion. Selain itu Positive Emotion berpengaruh positif dan signifikan terhadap Impulsive Buying. Serta Hedonic Shopping Motivation dan Sales Promotion berpengaruh positif dan signifikan terhadap Impulsive Buying melalui Positive Emotion sebagai mediasi. Oleh karena itu, perusahaan tiktok dan penjual dapat mempertahankan serta meningkatkan strategi dalam mempromosikan produk dan meningkatkan hedonic shopping motivation saat berbelanja, yang akan berdampak meningkatnya impulsive buying pada pengguna tiktok shop. Temuan ini dapat memberikan pengetahuan bagi perusahaan tiktok dan penjual dalam strategi pemasaran, dalam meningkatkan hedonic shopping motivation dan sales promotion untuk menciptakan positive emotion pada pengguna tiktok shop. Kata kunci: Hedonic Shopping Motivation, Sales Promotion, Positive Emotion, Impulsive Buying, Tiktok Shop ***** This study aims to determine the positive and significant influence of Hedonic Shopping Motivation and Sales Promotion on Impulsive Buying on generation z tiktok shop users in Jakarta, with Positive Emotion as a mediating variable. Data were collected through a Google Form questionnaire with a 5 point Likert scale, which was distributed to 300 respondents who met the criteria, namely consumers who had made impulsive purchases at tiktok shop. Data analysis was carried out using validity and reliability testing, as well as hypothesis testing with AMOS software version 24. The results showed that Hedonic Shopping Motivation had a positive and significant influence on Impulsive Buying and Positive Emotion. While Sales Promotion had a positive and significant effect on Impulsive Buying and Positive Emotion. In addition, Positive Emotion had a positive and significant effect on Impulsive Buying. And Hedonic Shopping Motivation and Sales Promotion have a positive and significant effect on Impulsive Buying through Positive Emotion as a mediator. Therefore, TikTok companies and sellers can maintain and improve strategies in promoting products and increasing hedonic shopping motivation when shopping, which will have an impact on increasing impulsive buying in TikTok shop users. These findings can provide knowledge for TikTok companies and sellers in marketing strategies, in increasing hedonic shopping motivation and sales promotion to create positive emotions in TikTok shop users. Keywords: Hedonic Shopping Motivation, Sales Promotion, Positive Emotion, Impulsive Buying, TikTok Shop

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Users 27178 not found.
Date Deposited:	03 Mar 2025 07:29
Last Modified:	03 Mar 2025 07:29
URI:	http://repository.unj.ac.id/id/eprint/54250

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