PENGARUH DISCOUNT, PAJAK PERTAMBAHAN NILAI (PPN), DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING KONSUMEN BERPENGHASILAN KENA PAJAK (Studi Pada Konsumen H&M, Uniqlo, dan Zara di daerah Jakarta)

FRISTANTY, NDARI BAYU (2022) PENGARUH DISCOUNT, PAJAK PERTAMBAHAN NILAI (PPN), DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING KONSUMEN BERPENGHASILAN KENA PAJAK (Studi Pada Konsumen H&M, Uniqlo, dan Zara di daerah Jakarta). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRACT This study examines “The effect of Discount, Value Added Tax (VAT) and Shopping Lifestyle on Impulse Buying Consumers with Taxable Income (Studies on H&M, Uniqlo and Zara consumers in the Jakarta area)”. This research is a quantitative research with field research methods. The population in this study are consumers with taxable income who shop using all brands in the Jakarta area. The sampling technique used purposive sampling with a total sample of 130 people. The data collection technique used a questionnaire which was processed using SPSS 25. The data analysis technique used to answer the hypothesis is hypothesis testing. The results of this study indicate that Discount has no effect on Impulse Buying Consumers with Taxable Income. Meanwhile, Value Added Tax (VAT) has no effect on Impulse Buying Consumers with Taxable Income and Shopping Lifestyle has a significant effect on Impulse Buying Consumers with Taxable Income. Keywords: Discount, Value Added Tax (VAT), Shopping Lifestyle, Impulse Buying. ABSTRAK Penelitian ini bertujuan untuk menguji “Pengaruh Discount, Pajak Pertambahan Nilai (PPN) dan Shopping Lifestyle terhadap Impulse Buying Konsumen Berpenghasilan Kena Pajak (Studi pada konsumen H&M, Uniqlo dan Zara di daerah Jakarta)”. Penelitian ini merupakan penelitian kuantitatif dengan metode penelitian lapangan. Populasi pada penelitian ini adalah konsumen berpenghasilan kena pajak yang berbelanja menggunakan seluruh brand yang ada di daerah Jakarta. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 130 orang. Teknik pengumpulan data menggunakan kuesioner yang diolah menggunakan SPSS 25. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah uji hipotesis. Hasil penelitian ini menunjukkan bahwa Discount tidak berpengaruh terhadap Impulse Buying Konsumen Berpenghasilan Kena Pajak. Sedangkan Pajak Pertambahan Nilai (PPN) tidak berpengaruh terhadap Impulse Buying Konsumen Berpenghasilan Kena Pajak dan Shopping Lifestyle berpengaruh signifikan terhadap Impulse Buying Konsumen Berpenghasilan Kena Pajak. Kata kunci: Discount, Pajak Pertambahan Nilai (PPN), Shopping Lifestyle, Impulse Buying.

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