PENGARUH LIFESTYLE, EVENT MARKETING TERHADAP KEPUTUSAN IMPULSE BUYING KONSUMEN SHOPEE DENGAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI

FARRAAS, AFIAH CAMILA (2022) PENGARUH LIFESTYLE, EVENT MARKETING TERHADAP KEPUTUSAN IMPULSE BUYING KONSUMEN SHOPEE DENGAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of lifestyle, event marketing on the impulse buying decisions of Shopee consumers with perceived value as a mediating variable. The population in this study are consumers who have transacted using the Shopee application 2 or more times. The number of samples used in this study were 136 respondents with a quantitative descriptive approach. Data analysis method using Partial Least Square (PLS). This study proves that lifestyle has a positive and significant effect on perceived value. Event marketing has a positive and significant effect on perceived value. Perceived value has a positive and significant effect on impulse buying. Lifestyle has no positive and significant effect on impulse buying. Event marketing has a positive and significant effect on impulse buying. Keywords: lifestyle, event marketing, impulse buying, perceived value Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh lifestyle, event marketing terhadap keputusan impulse buying konsumen Shopee dengan perceived value sebagai variabel mediasi. Populasi dalam penelitian ini adalah konsumen yang pernah bertransaksi menggunakan aplikasi Shopee sebanyak 2 kali atau lebih. Jumlah sampel yang digunakan dalam penelitian ini yaitu sebanyak 136 responden dengan pendekatan deskriptif kuantitatif. Metode analisis data menggunakan Partial Least Square (PLS). Penelitian ini membuktikan bahwa lifestyle berpengaruh positif dan signifikan terhadap perceived value. Event marketing berpengaruh positif dan signifikan terhadap perceived value. Perceived value berpengaruh positif dan signifikan terhadap impulse buying. Lifestyle tidak berpengaruh positif dan signifikan terhadap impulse buying. Event marketing berpengaruh positif dan signifikan terhadap impulse buying Kata kunci: lifestyle, event marketing, impulse buying, perceived value

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 215
Call Number:	SE/31/22/132
NIM/NIDN Creators:	43118010020
Uncontrolled Keywords:	lifestyle, event marketing, impulse buying, perceived value
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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.4 Thought, Thinking, Reasoning, Intuition, Value, Judgment/Pemikiran, Pertimbangan, Penalaran, Intuisi, Nilai, Pendapat > 153.45 Value/Nilai 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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:	ADELINA HASNA SETIAWATI
Date Deposited:	10 Nov 2022 07:02
Last Modified:	10 Nov 2022 07:02
URI:	http://repository.mercubuana.ac.id/id/eprint/71518

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