PENGARUH ELECTRONIC WORD OF MOUTH, PRICE DISCOUNT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPLUSE BUYING PADA PENGGUNA E-COMMERCE TIKTOK SHOP

Anisatul, Khairiah and Linda, Wati (2023) PENGARUH ELECTRONIC WORD OF MOUTH, PRICE DISCOUNT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPLUSE BUYING PADA PENGGUNA E-COMMERCE TIKTOK SHOP. Diploma thesis, Universitas Bung Hatta.

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Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh electronic word of mouth, price discount, hedonic shopping motivation terhadap impluse buying pada pengguna e-commerce Tiktok Shop. Sampel yang digunakan 169 responden. Teknik penarikan sampel adalah purposive sampling. Jenis data pada penelitian ini yaitu data kuantitatif. Hasil dari penelitian ini menunjukan bahwa electronic word of mouth berpengaruh negatif terhadap impluse buying pada pengguna e-commerce Tiktok Shop, Price discount berpengaruh positif terhadap terhadap impluse buying pada pengguna e-commerce Tiktok Shop dan Hedonic shopping motivation berpengaruh positif terhadap impluse buying pada pengguna e-commerce Tiktok Shop. Kata Kunci : Electronic Word Of Mouth, Price Discount, Hedonic Shopping Motivation, Impluse Buying. Abstract. This study aims to determine and analyze the effect of electronic word of mouth, price discount, hedonic shopping motivation on impluse buying in Tiktok Shop e-commerce users. The sample used 169 respondents. The sampling technique is purposive sampling. The type of data in this study is quantitative data. The results of this study show that electronic word of mouth has a negative effect on impluse buying in Tiktok Shop e-commerce users, Price discount has a positive effect on impluse buying in Tiktok Shop e-commerce users and Hedonic shopping motivation has a positive effect on impluse buying in Tiktok Shop e-commerce users. Keywords: Electronic Word Of Mouth ( EWOM ), Price Discount, Hedonic Shopping Motivation, Impluse Buying.

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