PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PENGGUNA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta)

Shindy, Rahmawati and Ice, Kamela (2023) PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PENGGUNA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta). Diploma thesis, Universitas Bung Hatta.

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Abstract

PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PENGGUNA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta) Shindy Rahmawati1,Ice Kamela2 Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bunghatta E-mail :shindyrahmawati02@gmail.com, icekamela@yahoo.com Abstrak. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh shopping lifestyle, fashion involvement dan hedonic shopping motivation terhadap impulsive buying pengguna marketplace shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta. Sampel yang digunakan 100 responden. Teknik penarikan sampel adalah purposive sampling. Teknik analisis data menggunakan analisis regresi linear berganda dengan bantuan program SPSS 26. Jenis data pada penelitian ini yaitu data kuantitatif. Sumber data yaitu data primer. Hasil dari penelitian ini menunjukkan bahwa shopping lifestyle berpengaruh positif terhadap impulsive buying pengguna marketplace shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta, fashion involvement berpengaruh positif terhadap impulsive buying pengguna marketplace shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta, dan hedonic shopping motivation berpengaruh positif terhadap impulsive buying pengguna marketplace shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta. Kata Kunci: Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, Impulsive Buying. Abstract. This study aims to examine and analyze the effect of shopping lifestyle, fashion involvement and hedonic shopping motivation on impulsive buying by marketplace shopee users among students of the Faculty of Economics and Business, Bung Hatta University. The sample used is 100 respondents. The sampling technique is purposive sampling. Data is processed using SPSS 26. The type of data in this study is quantitative data. The data source is primary data. The results of this study indicate that shopping lifestyle has a positve effect on the impulsive buying of marketplace shopee users on Students of the Faculty of Economics and Business, Bung Hatta University, fashion involvement has a positive effect on impulsive buying of marketplace shopee users on Students of the Faculty of Economics and Business, Bung Hatta University, and hedonic shopping motivation has a positive effect on impulsive buying by users of the Shopee marketplace for students of the Faculty of Economics and Business, Bung Hatta University. Keywords: Shopping lIfestyle, Fashion Involvement, Hedonic Shopping Motivation, Impulsive Buying

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Manajemen FEB
Date Deposited: 05 Sep 2023 06:26
Last Modified: 05 Sep 2023 06:26
URI: http://repo.bunghatta.ac.id/id/eprint/15816

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