PENGARUH MOTIVASI BELANJA HEDONIS TERHDAP PEMBELIAN IMPULSIF PADA PENGGUNA SHOPEE PAYLATER

SASIKIRANA REIN, . (2025) PENGARUH MOTIVASI BELANJA HEDONIS TERHDAP PEMBELIAN IMPULSIF PADA PENGGUNA SHOPEE PAYLATER. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh motivasi belanja hedonis terhadap perilaku pembelian impulsif pada pengguna Shopee PayLater. Layanan PayLater yang memberikan kemudahan transaksi dan fleksibilitas pembayaran mendorong munculnya perilaku konsumtif yang tidak direncanakan. Dalam konteks ini, penting untuk mengkaji bagaimana dorongan emosional saat berbelanja, seperti motivasi hedonis, dapat memengaruhi kecenderungan melakukan pembelian impulsif. Penelitian ini melibatkan 300 pengguna aktif Shopee PayLater berusia 18–39 tahun yang dipilih menggunakan teknik purposive sampling. Instrumen yang digunakan adalah Hedonic Shopping Motivation Scale (HSMS) dari Arnold & Reynolds (2003) dan Impulse Buying Tendency Scale (IBTS) versi adaptasi dari Herabadi (2003). Hasil analisis menunjukkan bahwa motivasi belanja hedonis memiliki pengaruh signifikan terhadap perilaku pembelian impulsif. Artinya, semakin tinggi motivasi hedonis yang dimiliki individu, maka semakin tinggi pula kecenderungan mereka untuk berbelanja secara impulsif. Temuan ini menunjukkan pentingnya kesadaran konsumen dalam mengelola dorongan emosional saat berbelanja serta perlunya edukasi finansial dalam penggunaan layanan PayLater. **** This study aims to examine the influence of hedonic shopping motivation on impulsive buying behavior among Shopee PayLater users. The PayLater service, which offers ease of transactions and flexible payments, can encourage unplanned and excessive consumption behavior. In this context, it is important to explore how emotional drives during shopping, such as hedonic motivation, may influence individuals’ tendency to make impulsive purchases. This study involved 300 active Shopee PayLater users aged 18–39 years, selected through purposive sampling. The instruments used were the Hedonic Shopping Motivation Scale (HSMS) by Arnold & Reynolds (2003) and the adapted version of the Impulse Buying Tendency Scale (IBTS) by Herabadi (2003). The results showed that hedonic shopping motivation significantly influenced impulsive buying behavior. In other words, individuals with higher hedonic motivation tend to exhibit a stronger tendency toward impulsive shopping. These findings highlight the importance of consumer awareness in managing emotional shopping triggers and the need for financial literacy in the use of PayLater services.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Liza Yudhita Widyastuti, M.Psi,Psikolog ; 2). Fildzah Rudyah Putri, S.Psi., M.Si
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Industri, Buruh, Produksi Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Sasikirana Rein .
Date Deposited:	13 Aug 2025 06:32
Last Modified:	13 Aug 2025 06:32
URI:	http://repository.unj.ac.id/id/eprint/60683

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