AZZAHRA, RAIHANAH (2025) PENGARUH FLASH SALE DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING (Studi pada mahasiswa FEB pengguna Shopee di Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to examine the effect of flash sales and shopping lifestyle on impulsive buying with shopping emotion as an intervening variable. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires, literature studies, and observations. The population in this study were active students of the Faculty of Economics and Business who used Shopee at Sultan Ageng Tirtayasa University, with a sample of 128 respondents. The sample method used is purposive sampling with sample withdrawal using accidental sampling. Structured Equation Modeling (SEM) is used as an analysis method with the SmartPLS 4 analysis tool. The results in this study are flash sales have no positive but significant effect on impulsive buying, shopping lifestyle has a positive and significant effect on impulsive buying. Shopping emotion cannot mediate the effect of flah sale on impulsive buying.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji pegaruh flash sale dan shopping lifestyle terhadap impulsive buying dengan shopping emotion sebagai variabel intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan pada kuesioner, studi kepustakaan, serta observasi. Populasi dalam penelitian ini adalah mahasiswa/i aktif Fakultas Ekonomi dan Bisnis pengguna Shopee di Universitas Sultan Ageng Tirtayasa, dengan sampel sebanyak 128 responden. Metode sampel yang digunakan adalah purposive sampling dengan penarikan sampel menggunakan accidental sampling. Structured Equation Modeling (SEM) digunakan sebagai metode analisis dengan alat analisis SmartPLS 4. Hasil dalam penelitian ini yaitu flash sale tidak berpengaruh positif tetapi signifikan terhadap impulsive buying, shopping lifestyle berpengaruh positif dan signifikan terhadap impulsive buying. Shopping emotion tidak dapat memediasi pengaruh flah sale terhadap impulsive buying. | |||||||||
| Uncontrolled Keywords: | Flash Sale, Shopping Lifestyle, Impulsive Buying, Shopping Emotion Flash Sale, Shopping Lifestyle, Impulsive Buying, Shopping Emotion | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | Mrs Raihanah Azzahra | |||||||||
| Date Deposited: | 20 Aug 2025 03:06 | |||||||||
| Last Modified: | 20 Aug 2025 03:06 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51857 |
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