Cantika, Lizzy (2024) MENINGKATKAN IMPULSE BUYING MELALUI HEDONIC SHOPPING MOTIVATION (Studi Pada Pengguna E-commerce Tokopedia di Kota Jakarta Pusat). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of Hedonic shopping motivation in mediating Impulse buying factors in Tokopedia E-commerce users in Central Jakarta City. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature studies. The population in this study were residents of Central Jakarta aged 18-30 years and a sample of 170 respondents with convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this study indicate that: (1) Sales promotion has no significant effect to Impulse buying. (2) Advertising appeals has a direct and significant effect on Impulse buying. (3) Sales promotion has a direct and significant effect on Hedonic shopping motivation. (4) Advertising appeals has a direct and significant effect on Hedonic shopping motivation. (5) Hedonic shopping motivation has a direct and significant effect on Impulse buying. (6) Hedonic shopping motivation is able to mediate the effect of Sales promotion on Impulse buying. (7) Hedonic shopping motivation is able to mediate the influence of Advertising appeals on Impulse buying.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran Hedonic shopping motivation dalam memediasi faktor-faktor Impulse buying pada pengguna E commerce Tokopedia di Kota Jakarta Pusat. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner serta studi kepustakaan. Populasi dalam penelitian ini yakni warga Kota Jakarta Pusat berusia 18 – 30 tahun dan sampel sebanyak 170 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Sales promotion tidak berpengaruh signifikan terhadap Impulse buying. (2) Advertising appeals berpengaruh searah dan signifikan terhadap Impulse buying. (3) Sales promotion berpengaruh searah dan signifikan terhadap Hedonic shopping motivation. (4) Advertising appeals berpengaruh searah dan signifikan terhadap Hedonic shopping motivation. (5) Hedonic shopping motivation berpengaruh searah dan signifikan terhadap Impulse buying. (6) Hedonic shopping motivation mampu memediasi pengaruh Sales promotion terhadap Impulse buying. (7) Hedonic shopping motivation mampu memediasi pengaruh Advertising appeals terhadap Impulse buying. | |||||||||
| Uncontrolled Keywords: | Sales promotion, Advertising appeals, Hedonic shopping motivation, Impulse buying Sales promotion, Advertising appeals, Hedonic shopping motivation, Impulse buying | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Lizzy Cantika | |||||||||
| Date Deposited: | 09 Jul 2024 10:03 | |||||||||
| Last Modified: | 15 Jul 2024 15:38 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37777 |
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