PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING DENGAN KONTROL DIRI SEBAGAI VARIABEL MODERASI PADA KONSUMEN MR DIY RUKO PAGAR ALAM BANDAR LAMPUNG DITINJAU DARI PERSPEKTIF ETIKA BISNIS ISLAM

SALSABILA, AMELIA (2026) PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING DENGAN KONTROL DIRI SEBAGAI VARIABEL MODERASI PADA KONSUMEN MR DIY RUKO PAGAR ALAM BANDAR LAMPUNG DITINJAU DARI PERSPEKTIF ETIKA BISNIS ISLAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (3MB)
	PDF Restricted to Repository staff only Download (4MB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Shopping Motivation dan Price Discount terhadap Impulse Buying dengan Kontrol Diri sebagai variabel moderasi pada konsumen MR.DIY Ruko Pagar Alam Bandar Lampung, serta ditinjau dari perspektif Etika Bisnis Islam. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Data diperoleh melalui penyebaran kuesioner kepada 96 responden yang pernah berbelanja di MR.DIY. Analisis data dilakukan menggunakan Partial Least Square (PLS) melalui aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Hedonic Shopping Motivation berpengaruh positif terhadap Impulse Buying. Price Discount juga terbukti berpengaruh positif dan signifikan terhadap Impulse Buying, yang berarti semakin besar potongan harga, semakin tinggi kecenderungan konsumen melakukan pembelian impulsif. Selain itu, Kontrol Diri terbukti memoderasi hubungan antara Hedonic Shopping Motivation dan Impulse Buying serta hubungan Price Discount dengan Impulse Buying. Konsumen dengan kontrol diri yang rendah lebih rentan melakukan pembelian impulsif, sedangkan kontrol diri yang tinggi mampu mengurangi dorongan tersebut. Dari perspektif Etika Bisnis Islam, perilaku pembelian impulsif perlu dikendalikan agar tidak mengarah pada israf (pemborosan). Praktik pemasaran seperti pemberian diskon diperbolehkan selama tidak menipu dan tetap mengutamakan prinsip kejujuran (sidiq) serta menghindari eksploitasi psikologis konsumen. Dengan demikian, penelitian ini memberikan kontribusi dalam memahami faktor internal dan eksternal yang memengaruhi perilaku pembelian impulsif serta relevansinya terhadap nilai-nilai etika Islam. Kata Kunci: Motivasi Belanja Hedonis, Diskon Harga, Pembelian Impulsif, Kontrol Diri, Etika Bisnis Islam. ABSTRACT This study aims to analyze the influence of Hedonic Shopping Motivation and Price Discount on Impulse Buying with Self-Control as a moderating variable among consumers of MR.DIY Ruko Pagar Alam Bandar Lampung, examined from the perspective of Islamic Business Ethics. The research employed a quantitative descriptive method. Data were collected through questionnaires distributed to 96 respondents who had previously shopped at MR.DIY. Data analysis was conducted using Partial Least Square (PLS) through SmartPLS. The results indicate that Hedonic Shopping Motivation has a positive effect on Impulse Buying. Price Discount also has a positive and significant effect, meaning that greater discounts increase consumers’ tendency to buy impulsively. Furthermore, Self-Control moderates the relationship between Hedonic Shopping Motivation and Impulse Buying as well as the relationship between Price Discount and Impulse Buying. Consumers with low self-control are more prone to impulsive purchases, while strong self-control reduces such tendencies. From the perspective of Islamic Business Ethics, impulse buying should be controlled to avoid wasteful consumption (israf). Promotional strategies such as discounts are permissible as long as they do not involve deception and uphold honesty (sidiq) while avoiding psychological manipulation. This study contributes to understanding internal and external factors influencing impulse buying and their alignment with Islamic ethical principles. Keywords: Hedonic Shopping Motivation, Price Discount, Impulse Buying, Self-Control, Islamic Business Ethics.

Actions (login required)

View Item