Analisis Hedonic Shopping, Lifestyle Shopping dan E-Impulse Buying Bagi Pengguna Platform Shopee

bambang bambang, Arwin Arwin, M Fadly Syahputra

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Shopping Lifestyle, Hedonic Shoping, pruce discount terhadap Impulse Buying. Penelitian ini dilakukan pada e-commerce shopee. Jumlah sampel yang diambil sebanyak 108 responden, dengan menggunakan metode purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan sampel yaitu konsumen yang pernah membeli atau melakukan transaksi dan juga memiliki aplikasi di shopee. Data dianalisis menggunakan Structural Equation Modeling (SEM) menggunakan AMOS 22. Hasil penelitian menunjukkan bahwa  bahwa 1) hedonic shopping berpengaruh positif  dan signifikan terhadap impulsif buying. 2) Shopping Lifestyle berpengaruh signifikan terhadap Impulse Buying. 3) price discount berpengaruh positif dan signifikan terhadap impulsif buying pada pelanggan di shopee.


Keywords


impulse buying, price discount, shopping lifestyle, hedonic shoping

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DOI: https://doi.org/10.26905/jbm.v10i2.11131

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