PENGARUH HEDONIC SHOPPING MOTIVATION, SALES PROMOTION DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING (STUDI PADA PENGGUNA SHOPEE DI GRESIK)

Anis Rosyiatul Khusna, 1011710014 (2021) PENGARUH HEDONIC SHOPPING MOTIVATION, SALES PROMOTION DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING (STUDI PADA PENGGUNA SHOPEE DI GRESIK). Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menilai pengaruh variabel Hedonic Shopping motivation, Sales Promotion dan Shopping Lifestyle terhadap Impulsive Buying. Teknik pengumpulan data yang digunakan yaitu dengan kuesioner yang dibantu dengan google form. Penelitian ini mendapatkan tanggapan dari responden sebanyak 100 masyarakat Gresik penguna Shopee. Kriteria dalam penelitian ini berusia diatas 16 tahun dan pernah melakukan pembelian melalui Shopee. Teknik Pengambilan sampel yang digunakan dalam penelitian ini yaitu non probability sampling dengan purposive sampling. Metode yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Berdasarkan hasil penelitian melalui signifikasi 10% nilai P kurang dari 0,1 dihasilkan bahwa Hedonic Shopping Motivation dan Shopping Lifestyle memiliki pengaruh terhadap Impulsive Buying. Yang tidak memiliki pengaruh karena melebihi signifikasi 10% nilai P kurang dari 0,1 yaitu pada variabel Sales Promotion.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Hedonic Shopping Motivation, Sales Promotion, Shopping Lifestye, Impulsive Buying
Contributors:
ContributionNameEmail
Thesis advisorAditya Narendra Wardhana, S.T., M.SM.aditya.wardhana.uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Department of Management
Depositing User: Anis Rosyiatul Khusna
Date Deposited: 14 Sep 2021 19:33
Last Modified: 30 Sep 2021 14:28
URI: https://repository.uisi.ac.id/id/eprint/1653

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