HUBUNGAN SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVES DENGAN IMPULSIF BUYING PADA REMAJA PENGGUNA TIKTOKSHOP

NABILA, FAUZIA (2025) HUBUNGAN SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVES DENGAN IMPULSIF BUYING PADA REMAJA PENGGUNA TIKTOKSHOP. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Fenomena belanja online semakin meningkat, terutama di kalangan remaja pengguna TikTok Shop. Diskon besar-besaran, promosi menarik, dan tampilan produk yang menggoda menjadi faktor utama yang mendorong perilaku impulsive buying. Perilaku ini sering kali dilakukan tanpa mempertimbangkan konsekuensi, didorong oleh gaya hidup belanja (shopping lifestyle) dan motivasi belanja hedonis (hedonic shopping motives). Penelitian ini melibatkan 173 remaja pengguna TikTok Shop yang dipilih menggunakan teknik purposive sampling. Skala yang digunakan meliputi skala impulsive buying (28 item, α = 0,881), shopping lifestyle (14 item, α = 0,842), dan hedonic shopping motives (28 item). Analisis data dilakukan menggunakan SPSS dan JASP. Berdasarkan hasil uji yang telah dilakukan, menunjukkan adanya hubungan yang signifikan antara impulsive buying dengan shopping lifestyle dan hedonic shopping motives dengan nilai regresi R = 0,721 dan nilai F = 4,477 dengan taraf signifikansi p = 0,000. Selain itu, terdapat hubungan positif signifikan antara shopping lifestyle dengan impulsive buying (r = 0,581; p = 0,000). Terdapat pula hubungan positif signifikan antara hedonic shopping motives dengan impulsive buying pada remaja pengguna TikTok Shop (r = 0,621; p = 0,000). Kata Kunci: Hedonic Shopping Motives, Shopping Lifestyle, Impulsive Buying. ABSTRACT The phenomenon of online shopping is increasing, especially among teenagers using TikTok Shop. Massive discounts, attractive promotions, and appealing product displays are the main factors driving impulsive buying behavior. This behavior is often carried out without considering the consequences, driven by shopping lifestyle and hedonic shopping motives. This study involved 173 teenage TikTok Shop users selected using purposive sampling techniques. The scales used include the impulsive buying scale (28 items, α = 0.881), shopping lifestyle scale (14 items, α = 0.842), and hedonic shopping motives scale (28 items). Data analysis was conducted using SPSS and JASP. The test results showed a significant relationship between impulsive buying, shopping lifestyle, and hedonic shopping motives, with a regression value of R = 0.721 and an F value of 4.477 with a significance level of p = 0.000. Furthermore, a significantly positive relationship was found between shopping lifestyle and impulsive buying (r = 0.581; p = 0.000). A significantly positive relationship also exists between hedonic shopping motives and impulsive buying among teenage TikTok Shop users (r = 0.621; p = 0.000). Keywords: Hedonic Shopping Motives, Shopping Lifestyle, Impulsive Buying.

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