PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE

Abstrak

Penelitian ini dilakukan untuk mengetahui pengaruh hedonic shopping motivation dan shopping
lifestyle terhadap impulse buying pada Shopee. Tujuan dilakukan penelitian ini adalah untuk
mengetahui dan menganalisis bagaimana hedonic shopping motivation, bagaimana shopping
lifestyle, bagaimana impulse buying, besarnya pengaruh hedonic shopping motivation dan
shopping lifestyleterhadap impulse buyingpada konsumen Shopee secara parsial maupun simultan.
Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis
penelitian deskriptif dan kausalitas. Populasi pada penelitian ini adalah konsumen yang
pernah membeli produk di Shopee dengan jumlah sampel sebesar 100 dan teknik sampling yang
digunakan yaitu metode non probability samplingdengan teknik accidental sampling. Teknik
analisis data yang digunakan yaitu analisis deskriptif dan analisis regresi linear berganda. Hasil
dari penelitian ini adalah hedonic shopping motivation dan shopping lifestyle berpengaruh positif
dan signifikan terhadap impulse buying pada Shopee secara simultan sebesar 39.2%, sedangkan
sisanya sebesar 60,8% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Variabel
hedonic shopping motivation dan shopping lifestyle berpengaruh positif dan signifikan terhadap
impulse buying pada Shopee secara parsial

This study was conducted to determine the effect of hedonic shopping motivation and shopping
lifestyle on impulse buying at Shopee. The purpose of this study is to know and analyze how
hedonic shopping motivation, how shopping lifestyle, how impulse buying, the influence of
hedonic shopping motivation and shopping lifestyle to impulse buying to Shopee consumers
partially or simultaneously. The research method used in this research is quantitative method with
descriptive research type and causality. Population in this research is consumer who ever
buy product at Shopee with amount of sample equal to 100 and sampling technique used is non
probability sampling method with accidental sampling technique. Data analysis techniques used
are descriptive analysis and multiple linear regression analysis. The result of this research is
hedonic shopping motivation and shoppinglifestyle have positive and significant effect to impulse
buying at shopee_id simultaneously equal to 39,2%, while the rest equal to 60,8% influenced by
other variable not examined in this research. Variables of hedonic shopping motivation and
shopping lifestyle have a positive and significant effect on impulse buying at Shopee partially.