PENGARUH HEDONIC MOTIVATION DAN SHOPPINGLIFESTYLE TERHADAP IMPULSE BUYING (Studi Kasus pada E-commerce online shop Lazada)

PRANANTO, DONI (2024) PENGARUH HEDONIC MOTIVATION DAN SHOPPINGLIFESTYLE TERHADAP IMPULSE BUYING (Studi Kasus pada E-commerce online shop Lazada). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of hedonic motivation and shopping lifestyle on impulse buying. This research uses In this research, researchers used a questionnaire containing structured statements and answers. Questionnaires are prepared systematically and used to obtain accurate data. The questionnaire will be distributed to Lazada consumers. The results of this research are the influence of shopping motivation on Lazada consumers' impulse buying which shows that the tcount value is 0.283 and the ttable value is known to be 0.129. By comparing tcount and ttable, it was found that tcount> ttable = 0.283> 1.129, because the value of tcount> ttable, it can be concluded that H0a is rejected and H1 is accepted, meaning that the shopping motivation variable partially (individually) influences the impulse buying of Lazada consumers. And the results obtained from comparing the sig value with the significance level: sig < α = 0.778> 0.05. Because sig> α, it can be concluded that the impulse buying variable has an influence but is not significant, and the influence of Shopping Lifestyle on Lazada consumers' impulse buying is obtained by a t-count value of 3.078 and the t-table value is known to be 0.129. By comparing tcount and ttable, it is found that tcount>ttable = 3.078>0.129, because the value of tcount>ttable, it can be concluded that H0a is rejected and H1 is accepted, meaning that the shopping lifestyle variable partially (individually) influences the impulse buying of Lazada consumers . And the results obtained from comparing the sig value with the significance level: sig < α = 0.003 < 0.05. Because sig < α, it can be concluded that the shopping lifestyle variable is significant. Penelitian ini bertujuan untuk mengetahui Pengaruh Hedonic Motivation dan Shopping Lifestyle Terhadap Impulse Buying. Penelitian ini menggunakan Pada penelitian ini, peneliti menggunakan kuesioner yang berisikan pernyataan terstruktur beserta jawabannya. Kuesioner disusun secara sistematis dan digunakan untuk memperoleh data yang akurat. Kuesioner tersebut akan disebarkan kepadan konsumen Lazada. Hasil penelitian ini adalah Pengaruh shopping motivation terhadap impulse buying konsumen Lazada yang tertera diperoleh nilai thitung sebesar 0,283 dan nilai ttabel diketahui sebesar 0,129. Dengan membandingkan antara thitung dan ttabel maka ditemukan bahwa thitung> ttabel = 0,283>1,129, karena nilai thitung> dari ttabel, maka dapat disimpulkan bahwa H0a ditolak dan H1 diterima, artinya variabel shopping motivationsecara parsial (individu) berpengaruh terhadap impulse buying konsumen Lazada. Dan hasil yang diperoleh dari perbandingan nilai sig dengan taraf signifikansi: sig < α = 0,778> 0,05. Karena sig> α, maka dapat disimpulkan variabel impulse buying berpengaruh namun tidak signifikan, dan Pengaruh Shopping Lifestyle terhadap Impulse Buying konsumen Lazada diperoleh nilai thitung sebesar 3,078 dan nilai ttabel diketahui sebesar 0,129. Dengan membandingkan antara thitung dan ttabel maka ditemukan bahwa thitung>ttabel = sebesar 3,078>0,129, karena nilai thitung>dari ttabel, maka dapat disimpulkan bahwa H0a ditolak dan H1 diterima, artinya variabel shopping lifestyle secara parsial (individu) berpengaruh terhadap impulse buying konsumen Lazada. Dan hasil yang diperoleh dari perbandingan nilai sig dengan taraf signifikansi: sig < α = 0,003< 0,05. Karena sig < α, maka dapat disimpulkan variabel shopping lifestyle signifikan.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 021
NIM/NIDN Creators:	43116120011
Uncontrolled Keywords:	PENGARUH HEDONIC MOTIVATION DAN SHOPPINGLIFESTYLE TERHADAP IMPULSE BUYING
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	29 Jan 2024 06:06
Last Modified:	29 Jan 2024 06:06
URI:	http://repository.mercubuana.ac.id/id/eprint/85635

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