Budaya Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying Pengguna E-Commerce Shopee (original) (raw)
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JURNAL STIE SEMARANG (EDISI ELEKTRONIK)
ABSTRAK Pandemi Covid-19 membuat budaya belanja masyarakat Indonesia mengalami perubahan. Masyarakat zaman milenial sekarang lebih senang meluangkan waktu untuk berbelanja online daripada berkunjung ke toko secara langsung untuk membeli barang apa lagi disaat Pandemi Covid-19. Populasi dalam penelitian ini adalah mahasiswa STIE (Sekolah Tinggi Ilmu Ekonomi ) SEMARANG dengan jumlah 3.051 Mahasiswa yang terdiri dari 2.310 mahasiswa kelas manajemen dan 731 mahasiswa kelas akuntansi. Teknik sampling yang digunakan adalah purposive sampling dengan sampel 97 responden. Berdasarkan hasil uji asumsi klasik diketahui data yang dipergunakan dalam penelitian ini terdistribusi normal, tidak terdapat multikolonieritas, dan bebas heterokedastisitas. Dari ketiga hipotesis yang diajukan, shopping lifestyle dan hedonic shopping motivation yang berpengaruh secara positif dan signifikan terhadap pembelian impulsif, sedangkan promosi penjualan berpengaruh secara negatif dan signifikan terhadap pembeli...
Universitas Galuh, 2022
This research refers to consumer behavior in making purchase spontaneously without thinking about its use in the long term, with sales promotion and hedonic shopping motivation triggering factors. The formulation of the problem in this study is how the influence of Sales Promotion and Hedonic Shopping Motivation on Impulse Buying of Kanayyshop Products on the Shopee Marketplace?. The purpose of this research was to determine effect of Sales Promotion and Hedonic Shopping Motivation on Impulse Buying of Kanayyshop Products on the Shopee Marketplace. The research method used is descriptive method and verification method with a quantitive approach. The population in this research was 33,000 people and the sample in this research was taken as many as 100 people. Meanwhile, to analyze the data obtained, it is used Simpple Correlation Coefficient Analysis, Multiple Correlation Coefficient Analysis, Coefficient of Determination Analysis, Simple Linear Regression Analysis, Hypotesis Testing using T Test and F Test.The result of research and data processing show that the influence of sales promotion and hedonic shopping motivation on impulse buying of Kanayyshop products on the Shopee marketplace is 49% while the remaining 51% is influenced by other factors not examined. The results of the calculation of the correlation coefficient of 0.702 including the category of a strong relationship. Simultaneous hypothesis testing obtained the results of Fcount of 47.22 which is greather than Ftable of 3.09, the hypothesis that the researcher proposes, namely sales promotion and hedonic shopping motivation influence on impulse buying is proven true. Keyword: Sales Promotion, Hedonic Shopping Motivation, Impulse Buying
Jurnal Kajian Ilmu Manajemen (JKIM)
This study aims to determine the effect of hedonic shopping motives, fashion, involvement on impulse buying e-commerce shopee (a study of students from the faculty of economics and business, Trunojoyo Madura University). The method used in this research is purposive sampling, namely the technique of determining the sample by considering certain criteria with a total sample of 97 respondents. The results of this study indicate that 1) Hedonic Shopping Motives variables have a significant effect on impulse buying e-commerce shopee on students of the Faculty of Economics and Business. 2) The fashion involvemen variable has a significant effect on impulse buying of e-commerce shopee for students of the Faculty of Economics and Business.. 3) Variable Hedonic Shopping Motives, fashion involvemen have a significant effect on impulse buying e-commerce shopee on students of the Faculty of Economics and Business. Based on the results of the F test, it can be seen that the value of the Hedonic...
Faculty of Economics, Universitas Galuh, 2022
This research refers to consumer behavior in making purchase spontaneously without thinking about its use in the long term, with sales promotion and hedonic shopping motivation triggering factors. The formulation of the problem in this study is how the influence of Sales Promotion and Hedonic Shopping Motivation on Impulse Buying of Kanayyshop Products on the Shopee Marketplace?. The purpose of this research was to determine effect of Sales Promotion and Hedonic Shopping Motivation on Impulse Buying of Kanayyshop Products on the Shopee Marketplace. The research method used is descriptive method and verification method with a quantitive approach. The population in this research was 33,000 people and the sample in this research was taken as many as 100 people. Meanwhile, to analyze the data obtained, it is used Simpple Correlation Coefficient Analysis, Multiple Correlation Coefficient Analysis, Coefficient of Determination Analysis, Simple Linear Regression Analysis, Hypotesis Testing using T Test and F Test.The result of research and data processing show that the influence of sales promotion and hedonic shopping motivation on impulse buying of Kanayyshop products on the Shopee marketplace is 49% while the remaining 51% is influenced by other factors not examined. The results of the calculation of the correlation coefficient of 0.702 including the category of a strong relationship. Simultaneous hypothesis testing obtained the results of Fcount of 47.22 which is greather than Ftable of 3.09, the hypothesis that the researcher proposes, namely sales promotion and hedonic shopping motivation influence on impulse buying is proven true. Keyword: Sales Promotion, Hedonic Shopping Motivation, Impulse Buying
Jurnal Akuntansi dan Manajemen
Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan, electronic word of mouth, hedonic shopping motivation terhadap pembelian impulsif. Populasi dalam penelitian ini menggunakan teknik nonprobability sampling yaitu purposive sampling dengan sampel mahasiswa Stei Indonesia sebanyak 100 konsumen. Hasil menunjukan Promosi penjuala, Electronic word of mouth dan Hedonic shopping motivation secara simultan berpengaruh signifikan terhadap pembelian impulsif. Promosi penjualan dan hedonic shopping motivation secara parsial berpengaruh signifikan terhadap pembelian impulsif. Sementara electronic word of mouth secara parsial tidak berpengaruh signifikan terhadap pembelian impulsive.
Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee
Reviu Akuntansi, Manajemen, dan Bisnis
This research is based on the online shopping trend which has increased in Indonesia and the Shopee marketplace site which has experienced a very significant increase in sales from previous years. Method: This study aims to analyze the effect of the Hedonic Shopping Motivation Dimension on impulse buying. The population in this study are consumers who have made impulse purchases on the Shopee marketplace site. The sample in this study was taken using a purposive sampling method and determined by the Bernoulli formula. Results: The results of this study indicate that Idea Shopping (X3), Social Shopping (X4), and Relaxation Shopping (X5) have a positive and significant effect on Impulsive Purchases on the Shopee marketplace site. The results of this study indicate that the variable that has the most dominant effect on impulse buying is relaxation shopping and the variable that has the least effect is social shopping. Limitations: This research focuses on experience, idea, value, social and relaxation as independent variables; and the competitive advantage as dependent variable. Contribution: This research explains the effect on Impulsive Purchases on the Shopee marketplace site and also the implications of marketing management theory.
Fiina Rahmatika Rais, 2024
Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic shopping motivation dan promosi terhadap Impulse buying pada pelanggan shopee (Studi kasus mahasiswa STIE Dharma Agung Indonesia). Data ini dikumpulkan melalui kuesioner dari 79 orang responden yang menggunakan shopee pada mahasiswa STIE Dharma Agung Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode yang digunakan yaitu proportional sampling dan purposive sampling sebagai tanggapan responden terhadap masing-masing variabel. Pendekatan kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis melalui uji T dan uji F serta uji analisis koefisien determinasi (R2). Adapun penelitian ini memperoleh hasil bahwa variabel Hedonic shopping motivation berpengaruh signifikan terhadap Impulse buying dan variabel Promosi juga terdapat pengaruh yang signifikan terhadap Impulse buying pada pelanggan shopee. Hasil nilai R square sebesar 0,380 menunjukkan bahwa 38% peran atau kontribusi variabel independen Hedonic shopping motivation (X1) dan Promosi (X2) mampu menjelaskan variabel dependen yaitu Impulse buying (Y), sedangkan sisanya sebesar 62% yang dapat dipengaruhi oleh faktor lain atau variabel lain yang tidak diteliti.
JEMAP
This research aimed to test the effect of shopping lifestyle and hedonic behavior toward impulsive buying. Population researched here are students consuming shopee online shopping with sampel 100 taken by purposive sampling. It was obtained test result that respon toward shopping lifestyle was agree, average score 4.18. Average respon toward hedonic behavior was agree, 3.87. Average respon toward impulsive buying was agree, namely 3.92. Based on regression analysis, shopping lifestyle positively and significantly effected impulsive buying. Hedonic behavior also effected toward impulsive buying. The test result shopping lifestyle and hedonic behavior together significantly effected toward impulsive buying.
2015
Online shopping, including shopping for fashion goods, has become a trend in Indonesia. One of buyer’s motivations to do online-fashion-shopping is hedonic shopping motivation . This research aims to examine the influence of hedonic shopping motivation on impulse buying process. Using 100 buyers of Zalora (an online shop) as the respondents, this study confirms that hedonic shopping motivation has a significant influence on the impulse buying process. Keywords: Hedonic shopping motivation, impulse buying process, Zalora.
JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis
This research was conducted on Shopee ID consumers (Studies in STIE Kertanegara Malang Students). The purpose of this research is to find out the influence of hedonic shopping motivation, shopping lifestyle and sales promotions on impulsive purchases on Shopee ID consumers. The method used is quantitative by collecting, presenting and analyzing data from Shoopee ID consumers using a questionnaire to respondents. Data analysis technique in this research is multiple linear regression to determine the effect simultaneously, partially and dominantly. Based on the results of the study, the influence of hedonic shopping motivation, shopping lifestyles and sales promotions on impulsive purchases on Shopee ID consumers was simultaneously significant (0.00). The influence of hedonic shopping motivation, shopping lifestyle and sales promotion on impulsive purchases on Shopee ID consumers is partially significant X1 (0.00), X2 (0.03) and X3 (0.03). Hedonic shopping motivation are influenced b...