PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE (Studi Empiris Pada Mahasiswa IAIN Palopo)

NISHA, RACHMITHA KHAERUN (2023) PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE (Studi Empiris Pada Mahasiswa IAIN Palopo). Other thesis, Institut Agama Islam Negeri Palopo.

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Abstract

xxiii
ABSTRAK
Rachmitha, 2023. Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle
Terhadap Impulse Buying Pada Konsumen Shopee (Studi Pada
Mahasiswa IAIN Palopo) Skripsi Program Studi Manajemen
Bisnis Syariah Fakultas Ekonomi dan Bisnis Islam Institut
Agama Islam Negeri Palopo. Dibimbing oleh Jibria Ratna
Yasir.
Pesatnya kemajuan teknologi membuat internet menjadi kebutuhan bagi
setiap orang. Dengan perkembangan tersebut pengguna internet semakin meningkat
salah satunya ialah e-commerce atau perdagangan elektronik. Sistem belanja online
di Indonesia selalu mengalami penyempurnaan menjadi lebih sederhana dan efektif
hal inilah yang menarik individu untuk melakukan pembelian impulsif. Tujuan
dalam penelitian ini adalah untuk mengetahui pengaruh hedonic shopping value dan
shopping lifestyle terhadap impulse buying pada konsumen shopee mahasiswa IAIN
Palopo.
Penelitian ini merupakan penelitian kuantitatif. Populasi pada penelitian ini
adalah mahasiswa Institut Agama Islam Negeri Palopo yang pernah melakukan
impulse buying minimal 2 kali pembelian di e-commerce Shopee dengan metode
purposive sampling, sehingga sampel yang digunakan sebanyak 100 orang
mahasiswa. Teknik pengumpulan data menggunakan kuesioner yang telah diuji
validitas dan reliabilitasnya. Teknik analisis data dalam penelitian ini menggunakan
asumsi klasik, analisis regresi linear berganda, serta uji t dan uji f dengan aplikasi
SPSS 29.
Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh X1 terhadap Y
sebesar 2,603 > ttabel 1,984 dengan nilai signifikansi 0,011 < 0,05 artinya hedonic
shopping value berpengaruh positif dan signifikan terhadap impulse buying
sehingga H01 ditolak H1 diterima. (2) Demikian juga terdapat pengaruh antara X2
terhadap Y sebesar 6,741 > ttabel 1,984 dengan nilai signifikansi 0,001 < 0,05 artinya
shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying
sehingga H02 ditolak H2 diterima. (3) Dan terdapat pengaruh variabel X1 dan X2
terhadap variabel Y sebesar 83,866 < ftabel 3,090 dengan nilai signifikansi 0,001 <
0,05 artinya hedonic shopping value dan shopping lifestyle secara simultan
berpengaruh positif dan signifikan terhadap impulse buying sehingga H03 ditolak
dan H3 diterima, serta uji determinasi (R2) diperoleh R Square sebesar 0,634 yang
berarti hedonic shopping value dan shopping lifestyle berpengaruh terhadap impulse
buying pada konsumen Shopee sebesar 63,4%.
Kata Kunci: Hedonic Shopping Value, Shopping Lifestyle, Impulse Buying
xxiv
ABSTRACT
Rachmitha, 2023. The Influence of Hedonic Shopping Value and Shopping
Lifestyle on Impulse Buying in Shopee Consumers (Study on
IAIN Palopo Students) Thesis of Sharia Business Management
Study Program, Faculty of Economics and Islamic Business,
Palopo State Islamic Institute. Mentored by Jibria Ratna Yasir.
The rapid advancement of technology makes the internet a necessity for
everyone. With these developments, internet users are increasing, one of which is
e-commerce or electronic commerce. The online shopping system in Indonesia has
always been improved to be simpler and more effective, this is what attracts
individuals to make impulse purchases. The purpose of this study is to determine
the influence of hedonic shopping value and shopping lifestyle on impulse buying
in shopee consumers of IAIN Palopo students.
This research is a quantitative research. The population in this study was
students of the Palopo State Islamic Institute who had made impulse buying at least
2 purchases on Shopee e-commerce with the purposive sampling method, so that
the sample used was 100 students. Data collection techniques use questionnaires
that have been tested for validity and reliability. Data analysis techniques in this
study use classical assumptions, multiple linear regression analysis, as well as t test
and f test with SPSS 29 application.
The results showed that: (1) There was an influence of X1 on Y of 2.603 >
table 1.984 with a significance value of 0.011 < 0.05 meaning that hedonic
shopping value had a positive and significant effect on impulse buying so that H01
was rejected H1 was accepted. (2) Likewise, there is an influence between X2 and
Y of 6.741 > ttable 1.984 with a significance value of 0.001 < 0.05, meaning that
shopping lifestyle has a positive and significant effect on impulse buying so that
H02 is rejected H2 is accepted. (3) And there is an influence of variables X1 and
X2 on variable Y of 83.866 < table 3.090 with a significance value of 0.001 < 0.05
meaning that hedonic shopping value and shopping lifestyle simultaneously have
a positive and significant effect on impulse buying so that H03 is rejected and H3
is accepted, and the determination test (R2) obtained R Square of 0.634 which
means hedonic shopping value and shopping lifestyle affects impulse buying in
Shopee consumers by 63.4%.
Keywords: Hedonic Shopping Value, Shopping Lifestyle, Impulse Buying

Item Type:	Thesis (Other)
Subjects:	600 Teknologi, Ilmu Terapan > 658.82 Promosi Pemasaran, Promosi Penjualan
Divisions:	Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah
Depositing User:	S.Ag Ilda Azizah
Date Deposited:	20 Mar 2024 06:01
Last Modified:	20 Mar 2024 06:01
URI:	http://repository.iainpalopo.ac.id/id/eprint/8432

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