Pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation Terhadap Impulse Buying di Marketplace Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser
DOI:
https://doi.org/10.30651/jms.v9i5.24272Abstract
Penelitian ini untuk mengetahui pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser. Dalam penelitian ini seluruh mahasiswa Fakultas Ekonomi Universitas Gunung Lauser stambuk 2020-2023 sebanyak 2,083 mahasiswa. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling dengan menggunkan rumus Slovin. Berdasarkan kriteria diperoleh 96 (sembilan puluh enam) sampel. Jenis data yang digunakan dalam penelitian ini adalah kuantitatif dengan sumber data primer, dan teknik observasi serta penyebaran kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan SPSS versi 27 hasil penelitian menunjukan secara parsian Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H1 diterima. Dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H2 diterima. Hasil uji secara simultan menunjukan bahwa Shopping Lifestyle dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H3 diterima. Nilai R2 sebesar 40,5% Impulse Buying (variabel terikat) dapat dijelaskan oleh variabel Shopping Lifestyle dan Hedonic Shopping Motivation.
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