PENGARUH HEDONISM TERHADAP PERILAKU IMPULSIVE BUYING DALAM E-COMMERCE PLATFORM

FITRIA, SALSABILA (2023) PENGARUH HEDONISM TERHADAP PERILAKU IMPULSIVE BUYING DALAM E-COMMERCE PLATFORM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Currently, technological advances are growing rapidly making it easier for consumers to access the internet. With the development and advancement of existing technology, this has led to the emergence of various types of e-commerce sites that offer various types of goods online, so that customers do not need to come directly to the store. With the rapid growth of ecommerce platforms and activities, impulsive buying online has become common among consumers. Impulsive buying is irrational buying and is associated with quick and unplanned purchases, followed by conflicting thoughts and emotional impulses. One of the factors that can influence impulse buying is the Hedonism lifestyle. The purpose of this study was to find out whether there is an influence of Hedonism on impulsive buying behavior in women in early adulthood in JABODETABEK. This study used a quantitative method with the sample criteria being women, aged 18-45 years, and had unplanned purchases of goods more than 3 times within 1 month on an e-commerce platform. The sample in this study was 350 respondents. The sampling technique uses Non-Probability with Accidental Sampling. Methods of data analysis using Simple Linear Regression. The results obtained in this study are Hedonism which has a significant positive effect of 22% (p = <0.05) on the impulsive buying variable, the remaining 78% is influenced by other factors not examined. Thus, the results of the data obtained have fulfilled the hypothesis proposed in this study. Keywords: Impulsive buying, Hedonism, e-commerce Saat ini kemajuan teknologi berkembang semakin pesat sehingga memudahkan konsumen dalam mengakses internet. Dengan berkembang serta majunya teknologi yang ada, hal ini menyababkan munculnya berbagai jenis situs e-commerce yang menawarkan berbagai jenis barang secara online, sehingga pelanggan tidak perlu datang langsung ke toko. Dengan pesatnya pertumbuhan platform dan aktivitas e-commerce, impulsive buying secara online telah menjadi hal yang umum di kalangan konsumen. Impulsive buying adalah pembelian tidak rasional dan diasosiasikan dengan pembelian yang cepat dan tidak direncanakan, diikuti oleh adanya konflik pikiran serta dorongan emosional. Salah satu faktor yang dapat memengaruhi impulse buying adalah gaya hidup Hedonism. Tujuan dilakukannya penelitian ini untuk mengetahui apakah terdapat pengaruh Hedonism terhadap perilaku impulsive buying pada perempuan di usia dewasa awal di JABODETABEK. Penelitian ini menggunakan metode kuantitatif dengan kriteria sampel perempuan, berusia 18-45 tahun, dan Pernah membeli barang secara tidak terencana sebanyak lebih dari 3 kali dalam kurun waktu 1 bulan pada e-commerce platform. Sampel dalam penelitian ini sebanyak 350 responden. Teknik pengambilan sampel menggunakan Non-Probability dengan Sampling Insidental (Accidental Sampling). Metode analisis data menggunakan Regresi Linear Sederhana. Hasil yang didapatkan dalam penelitian yaitu Hedonism berpengaruh positif secara signifikan sebesar 22% (p= < 0.05) terhadap variabel impulsive buying, sisanya sebesar 78% dipengaruhi oleh faktor lain yang tidak diteliti. Dengan demikian, hasil data yang diperoleh telah memenuhi hipotesis yang diajukan dalam penelitian ini. Kata Kunci: Impulsive buying, Hedonism, e-commerce

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