PENGARUH DISKON, HEDONIC LIFE STYLE, ERHADAP IMPULSE BUYING DENGAN RELIGIUSITAS KONSUMEN SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen This Is April Bandar Lampung)

DELLA, NUR FITRIYAN (2025) PENGARUH DISKON, HEDONIC LIFE STYLE, ERHADAP IMPULSE BUYING DENGAN RELIGIUSITAS KONSUMEN SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen This Is April Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Dalam dunia bisnis, penerapan harga diskon menjadi salah satu strategi pemasaran yang efektif menarik perhatian konsumen dan meningkatkan penjualan. Penelitian menggunakan metode penelitian kuantitatif, sampel penelitian konsumen this is april yang memenuhi kriteria, mereka yang aktif membeli dan memiliki pengalaman berbelanja di This Is April. Dalam penelitian ini sampling yang digunakan peneliti adalah non probability sampling. Teknik pengumpulan data menggunakan kuesioner dan wawancara.sumber data pada penelitian ini menggunakan data primer dan sekunder. Hasil penelitian variabel diskon terhadap variabel impulse buying (Y). Kemudian hedonic life style (X2) memiliki nilai signifikansi terhadap variabel impulse buying (Y), maka terdapat pengaruh diskon (X1) terhadap variabel impulse buying (Y), dan terdapat pengaruh hedonic life style (X2) terhadap variabel impulse buying (Y). Berdasarkan uji F nilai signifikansi variabel diskon dan hedonic life style terdapat pengaruh antara variabel X terhadap Y. Berdasarkan nilai Adjusted R Square sebesar 0.765 maka kesimpulan pengaruh variabel diskon dan hedonic life style terhadap impulse buying sebesarvariabel religiusitas konsumen tidak mampu memoderasi variabel diskon dan hedonic life style. Kata Kunci: Diskon, Hedonic Life Style, Impulse Buying ABSTRACT In the business world, the application of discount prices is one of the effective marketing strategies to attract consumers and increase sales. Discount prices not only provide economic benefits to consumers but also create a higher perception of value for the products or services offered. Consumers who adopt a hedonistic lifestyle are more easily temted to buy products that offer big discounts even though the goods are not always needed. This study uses a quantitative research method. Samples were taken from this is april consumer with certain criteria, such as those who actively buy and have shopping experience at this is april. In this study, the sumpling used by researchers was non-probability sampling. Data collection techniques used questionnaires and interviews. Data sources in this study used primary and secondary data. The results of the study showed that the discount variable (X1) had a significance value of 0.036 <0.05 on the impulse buying variable (Y). Then the hedonic life style (X2) has a significance value of on the impulse buying variable (Y), so there is an effect of discount (X1) on the impulse buying variable (Y), and there is an effect of hedonic life style (X2) on the impulse buying variable (Y). Based on the F test, the significance value of the discount and hedonic life style variables is there is an influence between variable X and Y. Based on the Adjusted R Square value of 0.765, the conclusion is that the influence of the discount and hedonic life style variables on impulse buying is the consumer religiosity variable is not able to moderate the discount and hedonic life style variables. Keyword: Diskon; Hedonic Life Style; Impulse Buying

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