PENGARUH SHOPPING LIFESTYLE DAN SERVICE CONVENIENCE TERHADAP PERILAKU IMPULSE BUYING PENGGUNA E-COMMERCE POPULER DI INDONESIA STUDI KASUS PADA MASYARAKAT JAWA BARAT

Risma Rahatuningtyas, - (2023) PENGARUH SHOPPING LIFESTYLE DAN SERVICE CONVENIENCE TERHADAP PERILAKU IMPULSE BUYING PENGGUNA E-COMMERCE POPULER DI INDONESIA STUDI KASUS PADA MASYARAKAT JAWA BARAT. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Perkembangan teknologi saat ini banyak mempengaruhi cara hidup dan
perilaku masyarakat. Berkembangnya ekonomi digital membuka
peluang munculnya berbagai E-Commerce di Indonesia. Banyaknya
kemudahan yang diberikan dalam hal pelayanan, kecepatan internet,
dan kemudahan akses tersebut meningkatkan pola konsumsi
masyarakat dalam hal berbelanja secara online melalui E-Commerce.
Perilaku konsumtif yang diiringi dengan keputusan pembelian secara
mendadak dan spontan atau impulse buying dapat memberikan dampak
negatif pada berbagai aspek terutama masalah keuangan. Penelitian ini
bertujuan untuk menganalisis faktor-faktor yang dapat mempengaruhi
perilaku masyarakat dalam hal impulse buying. Jenis metode pada
penelitian ini adalah penelitian kuantitatif. Variabel penelitian terdiri
dari variabel dependen yaitu shopping lifestyle (X1) dan service
convenience (X2) serta variabel independen yaitu impulse buying (Y).
Uji statistik dilakukan menggunakan SPSS 25 dimana uji dilakukan
melalui beberapa tahapan diantaranya uji instrumen, uji asumsi klasik,
hingga uji statistik. Penelitian ini dilakukan berdasarkan hasil dari
penelitian terhadap 400 responden yang merupakan masyarakat Jawa
Barat sebagai pengguna E-Commerce populer di Indonesia diantaranya
Tokopedia, Shopee, Lazada, Bukalapak, dan Blibli. Hasil penelitian
menunjukan bahwa pengguna E-Commerce banyak berasal dari kota�kota besar yang didominasi oleh perempuan dengan usia yang masih
muda dan produktif. Penelitian ini juga memperoleh hasil bahwa
shopping lifetstyle tidak berpengaruh terhadap impulse buying dan
service convenience berpengaruh terhadap impulse buying. Shopping
lifestyle dan service convenience berpengaruh secara simultan sebesar
68,5% terhadap impulse buying.
The current development of technology has influenced the way of life
and behavior of society. The growth of digital economy has created
opportunities for various E-Commerce platforms in Indonesia. The
ease of service, internet speed, and accessibility has led to an increase
in online shopping behavior through E-Commerce. This consumeristic
behavior accompanied by sudden and spontaneous purchase decisions,
or impulse buying, can have negative impacts on various aspects,
especially financial problems. This research aims to analyze the factors
that can influence consumer behavior in impulse buying. The research
method used in this study is quantitative research. The research
variables consist of dependent variables, which are shopping lifestyle
(X1) and service convenience (X2), as well as an independent variable,
which is impulse buying (Y). Statistical tests were performed using
SPSS 25, where the tests were carried out through several stages
including instrument testing, classical assumption testing, and
statistical testing. This study was conducted based on the results of
research on 400 respondents who were residents of West Java and
users of popular E-Commerce platforms in Indonesia, including
Tokopedia, Shopee, Lazada, Bukalapak, and Blibli. The results showed
many E-Commerce users come from big cities and dominated by young
and productive women. This study also found that shopping lifestyle
has no influence on impulse buying, while service convenience has
influence on impulse buying. Shopping lifestyle and service
convenience simultaneously affect impulse buying by 68.5%

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Syti Sarah Maesaroh: 6681118 Asep Nuryadin: 6745757
Uncontrolled Keywords:	E-Commerce, Shopping Lifestyle, Service Convenience, Impulse Buying
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	RISMA RAHATUNINGTYAS
Date Deposited:	05 Jul 2023 04:10
Last Modified:	05 Jul 2023 04:10
URI:	http://repository.upi.edu/id/eprint/91563

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