Mubdi Muhamad Waqar, - (2024) PENGARUH NILAI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF DARING PADA PENGGUNA SHOPEEFOOD DI INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Nilai Belanja Hedonis terhadap Pembelian Impulsif Daring pada pengguna ShopeeFood di indonesia. Jenis penelitian yang digunakan yaitu deskriptif dan verifikatif. Variabel bebas pada penelitian ini yaitu nilai belanja hedonis (X) dan variabel terikat yaitu pembelian impulsif daring (Y). Pengambilan sampel pada penelitian ini mengguna simple random sampling terhadap 404 responden. Uji instrumen menggunakan uji validitas dan uji reliabilitas serta teknik analisis yang digunakan yaitu analisis regresi linier sederhana. Hasil temuan menunjukkan bahwa gambaran nilai belanja hedonis pada pengguna ShopeeFood berada pada kategori baik dan gambara pembelian impulsif daring pada pengguna ShopeeFood berada pada kategori baik. Nilai Belanja Hedonis memiliki pengaruh positif dan signifikan terhadap pembelian impulsif daring. Temuan menunjukkan bahwa penerapan nilai belanja hedonis yang dilakukan oleh ShopeeFood akan mendorong pembelian impulsif daring. Berdasarkan hasil survei tersebut, penulis merekomendasikan beberapa hal mengenai dampak nilai belanja hedonis terhadap pembelian impulsif daring. Variabel nilai belanja hedonis dengan dimensi terendah: social dan variabel pembelian impulsif daring dengan dimensi terendah: shopping enjoyment. Oleh karena itu, penulis merekomendasikan kepada ShopeeFood untuk dapat melakukan strategi jangka panjang yang konsisten agar pengguna memberikan rekomendasi dan berbagi informasi produk kepada pengguna lain untuk menciptakan rasa kenyamanan saat melakukan pembelian produk. This study aims to determine the influence of Hedonic Shopping Value on Online Impulse Buying on ShopeeFood users in Indonesia. The type of research used is descriptive and verification. The independent variable in this study is Hedonic Shopping Value (X) and the bound variable is Online Impulse Buying (Y). This research involved 404 samples taken using of the simple random sampling method. The research instrument was tested using validity and reliability tests as well as the analysis technique used, namely a simple linear regression analysis. The findings show that the description of hedonic shopping value for ShopeeFood users is in the good category and the description of online impulse buying for ShopeeFood users is in the good category. Hedonic Shopping Value has a positive and significant influence on online impulse buying. The findings indicate that the implementation of hedonic shopping value carried out by ShopeeFood will encourage to online impulse buying. Based on the results of the survey, the author recommends several things regarding the impact of hedonic shopping values on online impulse buying. The hedonic shopping value variable with the lowest dimension: social and the online impulse buying variable with the lowest dimension: shopping enjoyment. Therefore, the author recommends that ShopeeFood to be able to carry out a consistent long-term strategy so that users provide recommendations and share product information with other users to create a sense of comfort when purchasing products.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=id&authuser=1&user=coK-Z_0AAAAJ ID SINTA Dosen Pembimbing: Girang Razati: 5984831 Dita Amanah: 5976422 |
| Uncontrolled Keywords: | Nilai Belanja Hedonis, Pembelian Impulsif Daring, ShopeeFood Hedonic Shopping Value, Online Impulse Buying, ShopeeFood |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Mubdi Muhamad Waqar |
| Date Deposited: | 23 Oct 2024 16:56 |
| Last Modified: | 23 Oct 2024 16:56 |
| URI: | http://repository.upi.edu/id/eprint/126734 |
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