PENGARUH SALES PROMOTION, HEDONIC SHOPPING VALUE, DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA KONSUMEN TIKTOK SHOP DI JABODETABEK

MILA AULIA, . (2026) PENGARUH SALES PROMOTION, HEDONIC SHOPPING VALUE, DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA KONSUMEN TIKTOK SHOP DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk menganalisis pengaruh Sales Promotion, Hedonic Shopping Value, dan Positive Emotion terhadap Impulse Buying pada konsumen TikTok Shop di wilayah Jabodetabek. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel berupa purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 169 responden yang merupakan konsumen TikTok Shop di Jabodetabek dan pernah melakukan pembelian impulsif. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan metode regresi linear berganda dengan bantuan software SPSS versi 27. Hasil penelitian menunjukkan bahwa variabel Sales Promotion dan Hedonic Shopping Value berpengaruh positif dan signifikan terhadap Impulse Buying. Hal ini menunjukkan bahwa strategi promosi yang menarik serta nilai kesenangan dalam berbelanja mampu mendorong konsumen untuk melakukan pembelian secara spontan. Sementara itu, variabel Positive Emotion tidak berpengaruh signifikan terhadap Impulse Buying, yang berarti kondisi emosional saja belum tentu memicu terjadinya pembelian impulsif. Selain itu, hasil uji simultan menunjukkan bahwa Sales Promotion, Hedonic Shopping Value, dan Positive Emotion secara bersama-sama berpengaruh signifikan terhadap Impulse Buying. Oleh karena itu, pelaku usaha di TikTok Shop disarankan untuk meningkatkan strategi promosi yang kreatif serta menciptakan pengalaman berbelanja yang menyenangkan guna mendorong perilaku pembelian impulsif konsumen. ***** The purpose of this study is to analyze the effect of Sales Promotion, Hedonic Shopping Value, and Positive Emotion on Impulse Buying among TikTok Shop consumers in Greater Jakarta. This research employed a quantitative approach using a purposive sampling technique. The sample consisted of 169 TikTok Shop consumers in Greater Jakarta who had previously engaged in impulsive purchasing behavior. Data were collected through a structured questionnaire and analyzed using multiple linear regression with the assistance of SPSS version 27. The findings reveal that Sales Promotion and Hedonic Shopping Value have a positive and significant influence on Impulse Buying. This indicates that attractive promotional strategies and the enjoyment derived from shopping activities can encourage consumers to make unplanned purchases. On the other hand, Positive Emotion does not have a significant effect on Impulse Buying, suggesting that emotional states alone are not sufficient to trigger impulsive buying decisions in this context. Furthermore, the results of simultaneous testing show that Sales Promotion, Hedonic Shopping Value, and Positive Emotion collectively have a significant effect on Impulse Buying. These findings imply that businesses, particularly those operating on TikTok Shop, should focus on developing engaging promotional strategies and enhancing the shopping experience to stimulate impulse buying.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D .; 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Mila Aulia .
Date Deposited:	21 Aug 2026 01:54
Last Modified:	21 Aug 2026 01:54
URI:	http://repository.unj.ac.id/id/eprint/72674

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