PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE DENGAN SALES PROMOTION SEBAGAI MODERASI (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Intan Lampung)

NATIA, MONIKA (2024) PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE DENGAN SALES PROMOTION SEBAGAI MODERASI (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Intan Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Berdasarkan studi terbaru Peta e-commerce iPrice kuartal ketiga 2020 shopee kembali mampu diposisi sebagai e-commerce dengan pengunjung terbanyak, yakni mencapai 96,5 juta. Berdasarkan hasil observasi dari data pra riset peneliti pada mahasiswa UIN Raden Intan Lampung mengenai hedonic shopping motivation ternyata mahasiswa sebagai bagian dari anak muda yang mendominasi pasaran menunjukkan bahwa sebagian besar dari mereka ini menganut gaya berbelanja hedonis yang mana gaya hedonis ini dominan dengan barang-barang dengan merk terkenal yang harganya tergolong lumayan tinggi. Rumusan masalah dalam penelitian ini adalah apakah hedonic shopping motivation berpengaruh terhadap impulse buying, apakah shopping lifestyle berpengaruh terhadap impulse buying, apakah sales promotion memoderasi hubungan antara hedonic shopping motivation terhadap impulse buying, apakah sales promotion memoderasi hubungan antara shopping lifestyle terhadap impulse buying, dan bagaimana tinjauan perspektif ekonomi Islam dalam impulse buying mahasiswa pengguna aplikasi shopee. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada mahasiswa aktif Fakultas Ekonomi dan Bisnis Islam, Prodi Manajemen Bisnis Syariah UIN Raden Intan Lampung, sampel dalam penelitian ini 94 responden. Pengambilan sampel dilakukan dengan cara SEM (Structural equation modeling) dengan menggunakan Partial Least Square (PLS) dan pengelolaan data dilakukan dengan menggunakan software SmartPLS 3. Hasil penelitian ini menunjukkan bahwa variabel hedonic shopping motivation dan shopping lifestyle secara parsial berpengaruh positif dan signifikan terhadap impulse buying. Uji R2 menunjukkan bahwa besarnya nilai R2 impulse buying adalah 0.728 yang berarti nilai tersebut menunjukkan bahwa hedonic shopping motivation dan shopping lifestyle berkontribusi sebesar 72,8% dan sisanya sebesar 27.2% pada variabel lainnya. Kemudian untuk variabel moderasi, sales promotion memperkuat hubungan antara hedonic shopping motivation dengan impulse buying, artinya sales promotion iii memoderasi hubungan antara hedonic shopping motivation dan impulse buying. Selanjutnya sales promotion memperkuat hubungan antara shopping lifestyle dan impulse buying. Artinya sales promotion memoderasi hubungan antara shopping lifestyle dan impulse buying. Kata Kunci : Hedonic Shopping Motivation, Shopping Lifestyle, Impulse Buying, Sales Promotion, E-commerce. iv ABSTRACT Based on the latest study on the iPrice e-commerce map for the third quarter of 2020, Shopee is again in the top position as the e�commerce site with the most visitors, reaching 96.5 million. Based on observations from researchers' pre-research data on students of UIN Raden Intan Lampung regarding hedonic shopping motivation it turns out that students as part of young people who dominate the market show that most of them adhere to a hedonic shopping style where this hedonic style is dominant with goods with well-known brands whose prices are quite high. The formulation of the problem in this study is whether hedonic shopping motivation influences impulse buying, does shopping lifestyle affect impulse buying, does sales promotion moderate the relationship between hedonic shopping motivation and impulse buying, does sales promotion moderate the relationship between shopping lifestyle and impulse buying, and how a review of Islamic economic perspectives in impulse buying by students using the shopee application. This study uses a quantitative approach. This research was conducted on active students of the Faculty of Economics and Islamic Business, UIN Raden Intan Lampung, the sample in this study was 94 respondents. Sampling was carried out by means of SEM (Structural equation modeling) using Partial Least Square (PLS) and data management was carried out using SmartPLS 3 software. The results of this study indicate that the hedonic shopping motivation and shopping lifestyle variables partially have a positive and significant effect on impulse buying. The R2 test shows that the magnitude of the R2 impulse buying value is 0.728, which means that this value indicates that hedonic shopping motivation and shopping lifestyle contribute 72.8% and the remaining 27.2% in other variables. Then for the moderating variable, sales promotion strengthens the relationship between hedonic shopping motivation and impulse buying, meaning that sales promotion moderates the relationship between hedonic shopping motivation and impulse buying. Furthermore, sales promotion strengthens the relationship between v shopping lifestyle and impulse buying. This means that sales promotion moderates the relationship between shopping lifestyle and impulse buying. Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Impulse Buying, Sales Promotion, E-commerce.

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