PENGARUH HEDONIC SHOPING, PERCEIVED ENJOYMENT DAN SHOPING LIFESTYLE TERHADAP CONSUMTIVE BEHAVIOUR DENGAN ISLAMIC SOCIAL COMMERCE SEBAGAI VARIABEL MODERASI

Abstrak

Abstrak

Tujuan penelitian menganalisis pengaruh Hedonic Shoping, Perceived Enjoyment dan Shoping Lifestyle terhadap Consumtive Behavior dan mengestimasi Islamic Social Commerce memoderasi hubungan antara Hedonic Shoping, Perceived Enjoyment dan Shoping Lifestyle terhadap Consumtive Behavior pengguna platform TikTok Shop khususnya mahasiswa FEBI di PTKIN Sumatera Barat. Metode penelitian menggunakan metode kuantitatif. Data penelitian yang digunakan adalah primer bersumber dari pengumpulan data dengan instrument skala likert yang disebar melalui google form. Populasi penelitian ini terdiri dari mahasiswa Muslim pernah melakukan transkasi belanja online melalui platform social commerce Tiktok Shop di kampus PTKIN Sumatera Barat dengan jumlah sampel sebesar 120 orang. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non-probability sampling dengan metode Purposive Sampling. Analisis data dalam penelitian ini adalah dengan bantuan software Smart-PLS 3.0.  Hasil dalam penelitian ini menunjukan Hedonic Shoping (X1) berpengaruh positif dan signifikan terhadap Consumtive Behaviour (Y), dengan nilai dengan nilai t-statistik sebesar 12.370 > 1.96, serta nilai p-value sebesar 0.000 < 0.05. Perceived Enjoyment (X2) berpengaruh positif dan signifikan terhadap Consumtive Behaviour (Y), dengan nilai T-Statistik sebesar 12.795 > 1.96, serta nilai P-Valuenya sebesar 0.000 < 0.05. Shoping Lifestyle (X3) berpengaruh positif dan juga signifikan terhadap Consumtive Behaviour (Y), dengan nilai T-statistic sebesar 19.141 > 1.96, serta nilai P-Value sebesar 0.000 < 0.05. Islamic Social Commerce memoderasi pengaruh Hedonic Shoping (X1) terhadap Consumtive Behaviour (Y), dengan nilai T-statistic sebesar 2.475 > 1.96 serta dengan nilai signifikan (P-Value < 0.05) 0.007 < 0.05. Islamic Social Commerce memoderasi pengaruh Perceived Enjoyment (X2) terhadap Consumtive Behaviour (Y), dengan nilai T-statistic sebesar 2.627 > 1.96 serta dengan nilai signifikan (P-Value < 0.05) 0.004 < 0.05. Islamic Social Commerce memoderasi pengaruh Shoping Lifestyle (X3) terhadap Consumtive Behaviour (Y), dengan nilai T-statistic sebesar 3.712 > 1.96 serta dengan nilai signifikan (P-Value < 0.05) 0.000 < 0.05.

Abstract

The aim of the research is to analyze the influence of Hedonic Shopping, Perceived Enjoyment and Shopping Lifestyle on Consumptive Behavior and estimate that Islamic Social Commerce moderates the relationship between Hedonic Shopping, Perceived Enjoyment and Shopping Lifestyle on Consumptive Behavior of users of the TikTok Shop platform, especially FEBI students at PTKIN West Sumatra. The research method uses quantitative methods. The research data used is primary sourced from data collection using a Likert scale instrument distributed via Google Form. The population of this study consisted of Muslim students who had carried out online shopping transactions via the Tiktok Shop social commerce platform on the PTKIN West Sumatra campus with a sample size of 120 people. The sampling technique for this research uses a non-probability sampling technique with the Purposive Sampling method. Data analysis used in this research was with the help of Smart-PLS 3.0 software. The research results show that Hedonic Shopping (X1) has a positive and significant effect on Consumptive Behavior (Y), with a T-statistic value of 12,370 > 1.96, and a P-Value value of 0.000 < 0.05. Perceived Enjoyment (X2) has a positive and significant effect on Consumptive Behavior (Y), with a T-statistic value of 12,795 > 1.96, and a P-Value value of 0.000 < 0.05. Shopping Lifestyle (X3) has a positive and significant effect on Consumptive Behavior (Y), with a T-statistic value of 19,141 > 1.96, and a P-Value value of 0.000 < 0.05. Islamic Social Commerce moderates the influence of Hedonic Shopping (X1) on Consumptive Behavior (Y), with a T-statistic value of 2,475 > 1.96 and with a significant value (P-Value < 0.05) 0.007 < 0.05. Islamic Social Commerce moderates the influence of Perceived Enjoyment (X2) on Consumptive Behavior (Y), with a T-statistic value of 2,627 > 1.96 and with a significant value (P-Value < 0.05) 0.004 < 0.05. Islamic Social Commerce moderates the influence of Shopping Lifestyle (X3) on Consumptive Behavior (Y), with a T-statistic value of 3,712 > 1.96 and with a significant value (P-Value < 0.05) 0.000 < 0.05.