Safitri, Saskia Adya (2025) PERAN MEDIASI HEDONIC SHOPPING MOTIVATION PADA PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP IMPULSE BUYING (Kasus Pada Pengguna Shopee di Kota Solo). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to explore the influence of Live streaming and Flash sales on Impulse buying with Hedonic shopping motivation as a mediating variable on Shopee users in Solo City. This study is based on the shift from offline shopping activities to online shopping which is increasingly being done with e-commerce platforms. Data collection in this study used questionnaires and literature studies. The population of this study were Shopee users domiciled in Solo City and a sample of 190 samples with a sampling method using purposive sampling and convenience sampling. Structural Equation Modeling (SEM) was used as an analysis method in this study with the SmartPLS 4 analysis tool. The results of this study are (1) Live streaming does not have a positive and significant effect on Impulse buying. (2) Flash Sale has a positive and significant effect on Impulse buying. (3) Live streaming has a positive and significant effect on Hedonic shopping motivation. (4) Flash sale has a positive and significant effect on Hedonic shopping motivation. (5) Hedonic shopping motivation has a positive and significant effect on impulse buying. (6) Live streaming has a positive and significant effect on impulse buying mediated by Hedonic shopping motivation. (7) Flash sale has a positive and significant effect on impulse buying mediated by Hedonic shopping motivation.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk menelusuri pengaruh Live streaming dan Flash sale terhadap Impulse buying dengan Hedonic shopping motivation sebagai variabel mediasi pada pengguna Shopee di Kota Solo. Penelitian ini didasarkan atas peralihan aktivitas belanja offline menjadi belanja online yang semakin banyak dilakukan dengan platform e-commerce. Pengambilan data pada penelitian ini menggunakan kuisioner dan studi kepustakaan. Populasi penelitian ini adalah Pengguna Shopee yang berdomisili di Kota Solo dan sampel sebanyak 190 responden dengan metode sampling menggunakan purposive sampling serta penarikan sampel convenience sampling. Structural Equation Modeling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisis SmartPLS 4. Hasil dari penelitian ini yaitu (1) Live streaming tidak berpengaruh positif dan signifikan terhadap Impulse buying. (2) Flash Sale berpengaruh positif dan signifikan terhadap Impulse buying. (3) Live streaming berpengaruh positif dan signifikan terhadap Hedonic shopping motivation. (4) Flash sale berpengaruh positif dan signifikan terhadap Hedonic shopping motivation. (5) Hedonic shopping motivation berpengaruh positif dan signifikan terhadap Impulse buying . (6) Live streaming berpengaruh positif dan signifikan terhadap Impulse buying dengan dimediasi oleh Hedonic shopping motivation. (7) Flash sale berpengaruh positif dan signifikan terhadap Impulse buying dengan dimediasi oleh Hedonic shopping motivation. | |||||||||
| Uncontrolled Keywords: | Live streaming, Flash Sale, Hedonic Shopping Motivation, Impulse Buying Live streaming, Flash sale, Hedonic shopping motivation, Impulse buying | |||||||||
| 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: | Saskia Adya Safitri | |||||||||
| Date Deposited: | 02 Sep 2025 02:29 | |||||||||
| Last Modified: | 02 Sep 2025 02:29 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53124 |
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