Bagaskoro, Ajimas Wahyu (2024) Pengaruh Motivasi Belanja Hedonis dan Gaya Hidup Berbelanja terhadap Pembelian Impulsif pada E-Commerce Tokopedia di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of technology and the internet has brought significant changes in various aspects of human life, including the way of shopping. E-commerce has become one of the main platforms for consumers to fulfill their needs and desires. However, with this development, there was a decline in the brand index and the annual report of Tokopedia E-Commerce in 2023. This research aims to analyze the extent to which hedonic shopping motivation and shopping lifestyle contribute to impulsive purchases on Tokopedia E-Commerce in Surabaya. When shopping via E-commerce, consumers often have a strong desire to buy a product immediately, without considering the consequences. This purchase is called an impulsive buying. Impulse buying are often influenced by various factors, including hedonic shopping motivation and consumer shopping lifestyle. The population in this research are people who live in Surabaya, and have made impulsive buying using the Tokopedia e-commerce application. The sample in this research used Non Probability Sampling with the Incidental Sampling approach, where the questionnaire was distributed to 112 respondents. This research uses a quantitative research design, and data analysis was carried out using descriptive methods and Partial Least Squares (PLS) to understand the relationship between the variables. The research results show that both hedonic shopping motivation and shopping lifestyle contribute to impulsive buying of E-Commerce Tokopedia. These findings indicate that marketing strategies by encouraging hedonic shopping motivation through enjoyable experiences, and fulfilling consumer shopping lifestyles are effective in encouraging impulsive buying. Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Impulsive Buying
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ajimas Wahyu Bagaskoro | ||||||||
| Date Deposited: | 10 Oct 2024 03:01 | ||||||||
| Last Modified: | 10 Oct 2024 03:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/31209 |
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