PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PRODUK SHOPEE LIVE DENGAN POSITIVE EMOTION KONSUMEN SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Generasi Z Kota Bandar Lampung)

DILA MAISA, PUSPITASARI (2025) PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PRODUK SHOPEE LIVE DENGAN POSITIVE EMOTION KONSUMEN SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Generasi Z Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (4MB)
	PDF Restricted to Repository staff only Download (5MB)

Abstract

ABSTRAK Pembelian secara tidak sadar seringkali dilakukan oleh kebanyakan orang terutama generasi Z pada Shopee Live. Rumusan Masalah penelitina ini adalah 1). Apakah hedonic shopping value berpengaruh terhadap Impulsive Buying konsumen produk Shopee Live? 2). Apakah Hedonik Shopping Value berpengaruh terhadap Positive Emotion Konsumen Produk Shopee Live? 3). Apakah Shopping Lifestyle berpengaruh terhadap Impulsive Buying Konsumen Produk Shopee Live? 4). Apakah Shopping Lifestyle berpengaruh terhadap Positive Emotion Konsumen Produk Shopee Live? 5). Apakah Positive Emotion berpengaruh terhadap Impulse Buying Konsumen Produk Shopee Live? 6). Apakah Positive Emotion memediasi pengaruh Hedonik Shopping Value terhadap Impulse Buying Konsumen Produk Shopee Live? 7). Apakah Positive Emotion memediasi pengaruh Shopping Lifestyle terhadap Impulsive Buying? 8). Bagaimana perilaku Impulsive Buying Gen Z sebagai Konsumen Produk Shopee Live di Bandar Lampung dalam Perspektif Bisnis Islam?. Penelitian ini bertujuan untuk mengetahui apakah Positive Emotion memediasi hubungan pengaruh Hedonic Shopping Value dan Shopping lifestyle terhadap Impulsive Buying Generazi Z kota Bandar Lampung pada produk Shopee Live. Penelitian ini merupakan penelitian field research dengan metode kuantitaif yang dilakukan pada 100 orang Generasi Z di Kota Bandar Lampung yang ditentukan menggunakan metode purposive sampling. Data yang didapat diolah menggunakan SmartPLS 3 dengan uji Validitas dan Uji Hipotesis. Hasil penelitian menunjukkan bahwa 1). Hedonic shopping value berpengaruh positif dan signifikan terhadap impulse buying 2). Shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying 3). Shopping lifestyle berpengaruh positif dan signifikan terhadap positive emotion 4). Hedonic shopping value berpengaruh positif dan signifikan terhadap positive emotion 5). Positive emotion berpengaruh positif dan signifikan terhadap impulse buying 6). Positive emotion memediasi hubungan pengaruh hedonic shopping value terhadap impulse buying secara parsial 7). Positive emotion memediasi hubungan pengaruh shopping lifestyle terhadap impulse buying secara parsial 8). Impulse buying yang dilakukan oleh generasi Z kota Bandar Lampung pada produk shopee live dipandang tidak baik dalam Islam dikarenakan dapat menyebabkan terjadinya perilaku Mubadzir dan Israf. Kata Kunci: Hedonic Shopping Value, Shoping Lifestyle, Impulse Buying, Positive Emotion, Shopee Live, Generasi Z ABSTRACT Unconscious purchases are often made by most people, especially generation Z, on Shopee Live. The formulation of the research problem is 1). Ishedonic shopping valueinfluence on consumer product impulsive buyingShopee Live? 2). Is Hedonik Shopping Value have an impact onPositive Emotion Consumer ProductsShopee Live? 3). IsShopping Lifestyle influence on Consumer Impulsive Buying of ProductsShopee Live? 4). What isShopping Lifestylehave an impact onPositive EmotionConsumer ProductsShopee Live? 5). Whether Positive Emotion have an impact onImpulse BuyingConsumer ProductsShopee Live? 6). What isPositive Emotion mediate influenceHedonik Shopping Value to Impulse BuyingConsumer ProductsShopee Live? 7). IsPositive Emotion mediate influenceShopping Lifestyle towards Impulsive Buying? 8). How is the behaviorImpulsive BuyingGen Z as Product ConsumersShopee Live in Bandar Lampung from an Islamic Business Perspective? This study aims to determine whetherPositive Emotionmediate influence relationshipsHedonic Shopping Value And Shopping lifestyle to Impulsive BuyingGeneration Z of Bandar Lampung city on productsShopee Live. This research is a researchfield researchwith a quantitative method carried out on 100 Generation Z people in Bandar Lampung City which was determined using the methodpurposive sampling. The data obtained were processed using SmartPLS 3 with Validity Test and Hypothesis Test. The results of the study showed that 1).Hedonic shopping valuehas a positive and significant effect onimpulse buying 2). Shopping lifestylehas a positive and significant effect onimpulse buying 3). Shopping lifestylehas a positive and significant effect onpositive emotion 4). Hedonic shopping valuehas a positive and significant effect onpositive emotion 5). Positive emotionhas a positive and significant effect onimpulse buying 6). Positive emotionmediate influence relationshipshedonic shopping value to impulse buyingpartially 7).Positive emotionmediate influence relationshipsshopping lifestyle to impulse buyingpartially 8).Impulse buyingcarried out by generation Z in Bandar Lampung city on productsshopee liveis considered bad in Islam because it can lead to bad behavior.Mubadir And Waste. Keywords: Hedonic Shopping Value, Shoping Lifestyle, Impulse Buying, Positive Emotion, Shopee Live, Generation Z

Actions (login required)

View Item