PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING PADA GEN Z DI SOCIAL COMMERCE TIKTOK SHOP

FERDIANSYAH, MUHAMAD ERWIN (2024) PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING PADA GEN Z DI SOCIAL COMMERCE TIKTOK SHOP. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of hedonic shopping motivation, shopping lifestyle and price discounts on impulsive buying among Gen Z in Social Commerce TikTok Shop. The type of research used in this research is quantitative and the research method used is purposive sampling method. The samples taken were 174 respondents who shopped at the TikTok Shop. The research data was obtained from distributing questionnaires to the respondents. This study uses data processing techniques using Partial Least Square (PLS) 4.0. The results of this study indicate that hedonic shopping motivation, shopping lifestyle, and price discounts have a positive and significant effect on impulsive buying. Keywords : Hedonic Shopping Motivation, Shopping Lifestyle, Price Discount, Impulsive Buying, Social Commerce. Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping motivation, shopping lifestyle dan price discount terhadap impulsive buying pada Gen Z di Social Commerce TikTok Shop. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif serta metode penelitian yang dipakai adalah metode purposive sampling. Sampel yang diambil sebanyak 174 responden yang berbelanja di TikTok Shop. Data penelitian ini di dapatkan dari menyebar kuisioner kepada para responden. Penelitian ini menggunakan teknik pengolahan data menggunakan Partial Least Square (PLS) 4.0. Hasil penelitian ini menunjukkan bahwa hedonic shopping motivation, shopping lifestyle, dan price discounts berpengaruh positif dan signifikan terhadap impulsive buying. Kata Kunci : Hedonic Shopping Motivation, Shopping Lifestyle, Price Discount, Impulsive Buying, Social Commerce.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 011
Call Number: SE/31/24/006
NIM/NIDN Creators: 43117010072
Uncontrolled Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Price Discount, Impulsive Buying, Social Commerce.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.8 Interest and Discount/Bunga Bank dan Diskon
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 26 Jan 2024 04:19
Last Modified: 26 Jan 2024 04:19
URI: http://repository.mercubuana.ac.id/id/eprint/85589

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