PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA PELANGGAN SHOPEE

(STUDI KASUS PADA WANITA PEKERJA DI KOTA PALU)

Abstrak

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh hedonic shopping value dan shopping lifestyle terhadap impulse buying pada pelanggan Shopee (studi kasus pada wanita pekerja di Kota Palu). Jenis penelitian ini deskriptif-kausal. Jumlah sampel dalam penelitian ini sebanyak 140 responden. Menggunakan metode non probability sampling dengan teknik purposive sampling. Teknik analisis data menggunakan metode analisis regresi linear berganda. Hasil penelitian menunjukkan hedonic shopping value dan shopping lifestyle berpengaruh positif dan signifikan secara serempak terhadap impulse buying pada wanita pekerja pelanggan Shopee di Kota Palu dengan nilai F hitung sebesar 55,130 dan nilai signifikan F sebesar 0,000, hedonic shopping value berpengaruh positif dan signifikan terhadap impulse buying pada wanita pekerja pelanggan Shopee di Kota Palu dengan nilai t hitung sebesar 2,427 dan nilai signifikan t sebesar 0,017, dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying pada wanita pekerja pelanggan Shopee di Kota Palu dengan nilai t hitung sebesar 5,738 dan nilai signifikan t sebesar 0,000.

Abstract

This research aims to determine the influence of hedonic shopping value and shopping lifestyle on impulse buying among Shopee customers (case study of working women in Palu City). This type of research is descriptive-causal. The number of samples in this study was 140 respondents. Using a non-probability sampling method with purposive sampling technique. The data analysis technique uses multiple linear regression analysis methods. The results of the research show that hedonic shopping value and shopping lifestyle simultaneously have a positive and significant effect on impulse buying among working women Shopee customers in Palu City with a calculated F value of 55,130 and a significant F value of 0.000, hedonic shopping value has a positive and significant effect on impulse buying in female Shopee customer workers in Palu City with a calculated t value of 2,427 and a significant t value of 0,017, and shopping lifestyle has a positive and significant effect on impulse buying among female Shopee customer workers in Palu City with a calculated t value of 5,738 and a significant t value of 0,000 .