Putri, Natasya Ramadhani (2018) The Role Of Hedonic Motivation, Reference Group, And Discount Given On Harbolnas Toward Online Impulse Buying Behavior: A Case Study In Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan teknologi informasi telah menjadikan Internet bagian besar dari kehidupan semua orang. Belanja pun dilakukan sebagian besar secara online sebagai dampak dari perubahan gaya hidup ini. Maka dari itu, Hari Belanja Online Nasional atau Harbolnas diadakan untuk mempromosikan belanja online di Indonesia. Penelitian ini bertujuan untuk mengetahui peran motivasi hedonis, pengaruh dari kelompok referensi, dan diskon yang diberikan selama Hari Belanja Online Nasional terhadap perilaku konsumen untuk berbelanja secara impulsif online. 100 sampel yang pernah berbelanja selama Harbolnas di Malang dikumpulkan dengan menggunakan kuesioner. Hasil dari penelitian ini menunjukkan bahwa hanya motivasi hedonis dan diskon yang diberikan pada Harbolnas yang memiliki efek pada perilaku pembelian impulsif secara online. Itu berarti grup referensi tidak memengaruhi keputusan orang untuk membeli sesuatu secara impulsif.
English Abstract
The development of information technology has made the Internet a huge part of everyone’s live. As shopping is also largely done online due to this change in lifestyle, Hari Belanja Online Nasional or Harbolnas is held to promote online shopping in Indonesia. This study aims to examine the role of hedonic motivation, influences from reference group, and discounts that are given during Hari Belanja Online Nasional toward consumers’ behavior to shop impulsively online. A sample of 100 people who had ever shopped during Harbolnas was collected in Malang by using random sampling and a survey-based questionnaire. The results reveal that only hedonic motivation and discount given on Harbolnas that have an effect on online impulse buying behavior. That means that reference group does not affect people’s decision to buy things impulsively.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/461/051809329 |
| Uncontrolled Keywords: | Motivasi Hedonis, Kelompok Referensi, Perilaku Membeli Impulsif Online, Harbolnas, Motivation, Reference Group, Online Impulse Buying Behavior, Harbolnas |
| Subjects: | 300 Social sciences > 381 Commerce (Trade) > 381.1 Marketing channels > 381.14 Retail channels by merchandising pattern > 381.142 Teleshopping |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jun 2019 02:27 |
| Last Modified: | 20 Oct 2021 06:29 |
| URI: | http://repository.ub.ac.id/id/eprint/162911 |
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