PENGARUH HEDONIC SHOPING VALUE, SHOPING LIFESTYLE DAN POSITIF EMOTION TERHADAP IMPULSE BUYING PADA APLIKASI SHOPEE (Studi Pada Konsumen Shopee Generasi Millenial Kota Bandar Lampung)

FARID, FADHILAH PRAYOGI (2024) PENGARUH HEDONIC SHOPING VALUE, SHOPING LIFESTYLE DAN POSITIF EMOTION TERHADAP IMPULSE BUYING PADA APLIKASI SHOPEE (Studi Pada Konsumen Shopee Generasi Millenial Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping value, shopping lifestyle, dan positive emotion terhadap impulse buying pada aplikasi Shopee. Menurut Novitasari, Surabagiarta dan Pumaningrum (2020) zaman sekarang berbelanja menjadi hal yang sangat menyenangkan di kalangan masyarakat. Menurut Earl dan Kemp, definisi impulse buying ialah aktivitas pembelian yang dilaksanakan dengan tidak ada rencana awal dan aksi tersebut dilakukan di luar rincian kebutuhan pelanggan. Menurut Rachmawati adapun beberapa faktor lain yang dapat mempengaruhi seseorang ketika melakukan impulse buying, yaitu: fashion involvement, shopping lifestyle, hedonic shopping value dan positive emotion. Penelitian ini bersifat kuantitatif, penelitian ini dilakukan pada konsumen Shopee generasi milenial di Kota Bandar Lampung dengan menyebar angket atau kuisioner dan menggunakan data skunder sebagai data pendudkung. Populasi dalam penelitian ini seluruh konsumen Shopee Generasi Milenial Kota Bandar Lampung, dan sampel sebanyak 96 responden generasi milenial Kota Bandar Lampung dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa hedonic shopping value dan positive emotion berpengaruh positif dan signifikan terhadap impulse buying. Hal ini menunjukkan bahwa konsumen yang menikmati kegiatan berbelanja dan memiliki emosi positif lebih cenderung melakukan impulse buying. Sementara itu, shopping lifestyle tidak berpengaruh terhadap impulse buying. Kata Kunci : Impulse Buying, Shopping Lifestyle, Hedonic Shopping Value dan Positive Emotion. iii This research aims to analyze the influence of hedonic shopping value, shopping lifestyle, and positive emotion on impulse buying on the Shopee application. According to Novitasari, Surabagiarta, and Pumaningrum (2020), nowadays shopping has become a very enjoyable thing among people. According to Earl and Kemp, the definition of impulse buying is a purchasing activity that is carried out without any initial plan, and the action is carried out outside the details of the customer's needs. According to Rachmawati, there are several other factors that can influence someone when doing impulse buying, namely: fashion involvement, shopping lifestyle, hedonic shopping value, and positive emotion. This research is quantitative in nature, it was conducted on millennial-generation Shopee consumers in Bandar Lampung City by distributing questionnaires and using secondary data as supporting data. The population in this study were all Millennial Generation Shopee consumers in Bandar Lampung City, and a sample of 96 millennial generation respondents in Bandar Lampung City was collected using a purposive sampling technique. The research results show that hedonic shopping value and positive emotion have a positive and significant effect on impulse buying. This shows that consumers who enjoy shopping activities and have positive emotions are more likely to do impulse buying. Meanwhile, shopping lifestyles have no effect on impulse buying. Key word : Impulse Buying, Shopping Lifestyle, Hedonic Shopping Value dan Positive Emotion.

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