PENGARUH HEDONIC SHOPPING TENDENCY TERHADAP IMPULSE BUYING PRODUK FASHION DENGAN POSITIVE EMOTION SEBAGAI MODERASI DALAM PERSPEKTIF BISNIS ISLAM (STUDI PADA MAHASISWA PENGGUNA E-COMMERCE DI LAMPUNG)

HARACHIKA, PUTRI ARIANTI (2023) PENGARUH HEDONIC SHOPPING TENDENCY TERHADAP IMPULSE BUYING PRODUK FASHION DENGAN POSITIVE EMOTION SEBAGAI MODERASI DALAM PERSPEKTIF BISNIS ISLAM (STUDI PADA MAHASISWA PENGGUNA E-COMMERCE DI LAMPUNG). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Dewasa ini kita dapat dengan mudah melakukan transaksi jual beli melalui gawai. Pengguna e-commerce terus mengalami peningkatan. Berdasarkan hasil prariset yang telah peneliti lakukana menunjukan bahwa masih banyak masyarakat yang melakukan impulse buying. Beberapa penelitian terdahulu menunjukan bahwa impulse buying didorong oleh hedonic shopping tendency, namun hal tersebut juga diimbangi oleh hasil yang negative. Berdasarkan inkonsistensi tersebut maka peneliti menambahkan variable moderasi positive emotion. Penelitian ini dilakukan untuk menjawab rumusan masalah yaitu apakah hedonic shopping tendency berpengaruh secara parsial terhadap impulse buying, apakah positive emotion memoderasi hubungan anatara hedonic shopping tendency dan impulse buying dan bagaimana hedonic shopping tendency, impulse buying dan positive emotion dalam pandangan islam. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada mahasiswa yang ada di Lampung. Sampel dalam penelitian ini adalah 72 responden. Metode pengumpulan data dilakukan dengan penyebaran kuesioner. Metode analisis data menggunakan SEM (struktural equation modeling) dengan menggunakan part least square dan pengolahan data dilakukan menggunakan software smart pls3. Hasil penelitian menunjukkan bahwa hipotesis pertama didukung, yaitu tinggi hedonic shopping tendency (x) maka semakin tinggi impulse buying (y). Hipotesis kedua diterima yaitu positive emotion (m) memperkuat hubungan antara hedonic shopping tedency dan impulse buying (y) secara signifikan. Dalam islam hedonic shopping tendency, impulse buying dan positive emotion termasuk ke dalam bentuk tanggung jawab secara individu dan perlu dikontrol agar tidak melanggar syariat. Kata kunci : hedonic shopping tendency, impulse buying dan positive emotion iv ABSTRACT Today we can easily make buying and selling transactions through gadgets. E-commerce users continue to increase. Based on the results of the pre-research that the researchers have done, it shows that there are still many people who do impulse buying. Several previous studies have shown that impulse buying is driven by hedonic shopping tendencies, but this is also offset by negative results. Based on these inconsistencies, the researchers added positive emotion moderating variables. This research was conducted to answer the formulation of the problem, namely whether hedonic shopping tendency has a partial effect on impulse buying, whether positive emotion moderates the relationship between hedonic shopping tendency and impulse buying and how hedonic shopping tendency, impulse buying and positive emotion in the Islamic view. This study uses a quantitative approach. This research was conducted on students in Lampung. The sample in this study were 72 respondents. Methods of data collection is done by distributing questionnaires. The data analysis method uses SEM (structural equation modeling) using the least square part and data processing is carried out using smart pls3 software. The results showed that the first hypothesis was supported, namely the higher the hedonic shopping tendency (x), the higher the impulse buying (y). The second hypothesis is accepted, namely positive emotion (m) strengthens the relationship between hedonic shopping tendencies and impulse buying ((y) significantly. In Islamic hedonic shopping tendency, impulse buying and positive emotion are included in the form of individual responsibility and need to be controlled so as not to violate sharia. Keywords: green product knowledge, interest in buying green products and ecolitercy

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