PENGARUH MOTIVASI HEDONIS, BROWSING DAN GAYA BELANJA TERHADAP PEMBELIAN IMPULSIF DI-ECOMMERCE SHOPEE
Abstract
ABSTRAK. Penelitian ini mengkaji pengaruh motivasi hedonis, browsing, dan gaya belanja terhadap pembelian impulsif pada e-commerce Shopee di kalangan mahasiswa STIE Semarang. Dengan menggunakan pendekatan kuantitatif berbasis survei, penelitian ini melibatkan 68 responden yang dipilih menggunakan rumus Lameshow. Variabel independennya adalah motivasi hedonis, browsing, dan gaya belanja, sedangkan variabel dependennya adalah pembelian impulsif. Pengumpulan data menggunakan kuesioner, uji validitas, dan uji reliabilitas, dengan analisis dilakukan menggunakan IBM SPSS Statistics 23, termasuk uji asumsi klasik, regresi linier berganda, dan pengujian hipotesis. Temuan menunjukkan bahwa motivasi hedonis (t = 2,152, p = 0,003), browsing (t = 2,321, p = 0,023), dan gaya belanja (t = 2,369, p = 0,021) semuanya memiliki efek positif yang signifikan terhadap pembelian impulsif. Penelitian ini menyoroti peran motivasi pribadi dan perilaku belanja online dalam memengaruhi pembelian impulsif. Penelitian di masa mendatang sebaiknya mengkaji lebih jauh faktor-faktor yang mempengaruhi pembelian impulsif, sehingga dapat memberikan wawasan yang lebih mendalam, khususnya bagi mahasiswa STIE Semarang dan individu yang tertarik pada perilaku pembelian konsumen.
Kata kunci: motivasi hedonis, browsing, gaya belanja dan pembelian impulsif
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