Lutfiasari, Diannisa (2023) PENGARUH HEDONIC SHOPPING VALUE DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Online Shopping LAZADA Desa Cikande Permai). S1 thesis, Univeritas Sultan Ageng Tirtayasa.
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Abstract
This study aims to determine the effect of Hedonic Shopping Value (X1) and Price Discount (X2) on Impulse Buying (Y) and Positive Emotion (Z) as an intervening variable on LAZADA Online Shopping users in Cikande Permai Village. The method used in this research is quantitative research using an associative approach. The population in this study were all residents of Cikande Permai Village. The sample in this study amounted to 108 people of Cikande Permai Village using the Purposive Sampling method. The data analysis technique used in this study is to use Structural Equation Modeling (SEM) using the SmartPLS 3.0 Professional version analysis tool. The results of this study indicate that: (1) Hedonic Shopping Value has no effect on Impulse Buying. (2) Price Discount has no effect on Impulse Buying. (3) Hedonic Shopping Value has a positive and significant effect on Positive Emotion. (4) Price Discount has a positive and significant effect on Positive Emotion. (5) Positive Emotion has a positive and significant effect on Impulse Buying. (6) Positive Emotion is able to mediate the influence of Hedonic Shopping Value on Impulse Buying. (7) Positive Emotion is able to mediate the effect of Hedonic Shopping Value on Impulse Buying.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Hedonic Shopping Value (X1) dan Price Discount (X2) terhadap Impulse Buying (Y) dan Positive Emotion (Z) sebagai variabel intervening pada pengguna Online Shopping LAZADA di Desa Cikande Permai. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan menggunakan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh warga Desa Cikande Permai. Sampel dalam penelitian ini berjumlah sebesar 108 masyarakat Desa Cikande Permai dengan menggunakan metode Purposive Sampling. Teknik analisis data yang digunakan pada penelitian ini adalah dengan menggunakan Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 3.0 versi Profesional. Hasil penelitian ini menunjukkan bahwa: (1) Hedonic Shopping Value tidak berpengaruh terhadap Impulse Buying. (2) Price Discount tidak berpengaruh terhadap Impulse Buying. (3) Hedonic Shopping Value berpengaruh positif dan signifikan terhadap Positive Emotion. (4) Price Discount berpengaruh positif dan signifikan terhadap Positive Emotion. (5) Positive Emotion berpengaruh positif dan signifikan terhadap Impulse Buying. (6) Positive Emotion mampu memdiasi pengaruh Hedonic Shopping Value terhadap Impulse Buying. (7) Positive Emotion mampu memediasi pengaruh Hedonic Shopping Value terhadap Impulse Buying. | |||||||||
| Uncontrolled Keywords: | Hedonic Shopping Value, Price Discount, Positive Emotion, and Impulse Purchase. Hedonic Shopping Value, Price Discount, Positive Emotion, dan Impulse Buying. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Diannisa Lutfiasari | |||||||||
| Date Deposited: | 14 Nov 2023 11:08 | |||||||||
| Last Modified: | 14 Nov 2023 11:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30917 |
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