PENGARUH SHOPPING LIFESTYLE, HEDONIC SHOPPING MOTIVATION DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF PADA KONSUMEN SHOPEE
Abstract
ABSTRAK
Pandemi Covid-19 membuat budaya belanja masyarakat Indonesia mengalami perubahan. Masyarakat zaman milenial sekarang lebih senang meluangkan waktu untuk berbelanja online daripada berkunjung ke toko secara langsung untuk membeli barang apa lagi disaat Pandemi Covid-19. Populasi dalam penelitian ini adalah mahasiswa STIE (Sekolah Tinggi Ilmu Ekonomi ) SEMARANG dengan jumlah 3.051 Mahasiswa yang terdiri dari 2.310 mahasiswa kelas manajemen dan 731 mahasiswa kelas akuntansi. Teknik sampling yang digunakan adalah purposive sampling dengan sampel 97 responden. Berdasarkan hasil uji asumsi klasik diketahui data yang dipergunakan dalam penelitian ini terdistribusi normal, tidak terdapat multikolonieritas, dan bebas heterokedastisitas. Dari ketiga hipotesis yang diajukan, shopping lifestyle dan hedonic shopping motivation yang berpengaruh secara positif dan signifikan terhadap pembelian impulsif, sedangkan promosi penjualan berpengaruh secara negatif dan signifikan terhadap pembelian impulsif.
Kata Kunci : Shopping Lifestyle, Hedonic Shopping Motivation, dan Promosi Penjualan dan Pembelian impulsive
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