Wulandari, Illah Nur (2018) Pengaruh Utilitarian Browsing dan Hedonic Browsing terhadap E-Impulse Buying (Studi pada Mahasiswa Universitas Brawijaya Pengguna Website/Aplikasi Shopee). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh yang ditimbulkan oleh variabel independen terhadap variabel dependen, yaitu pengaruh secara signifikan antara utilitarian dan hedonic browsing terhadap e-impulse buying. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini berjumlah 140 responden yang merupakan mahasiswa Universitas Brawijaya pengguna website/aplikasi Shopee. Penelitian ini juga menggunakan metode nonprobability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan menggunakan analisis deskriptif dan analisis regresi linier berganda Berdasarkan pengujian hipotesis, hasil uji t menunjukkan bahwa variabel hedonic browsing berpengaruh positif dan signifikan terhadap variabel e-impulse buying sedangkan variabel utilitarian browsing berpengaruh secara positif namun tidak signifikan terhadap variabel e-impulse buying. Variabel yang paling dominan mempengaruhi e-impulse buying yaitu hedonic browsing.
English Abstract
This study aims to determine and explain the effects of caused by the dependent variable significantly influence between utilitarian and hedonic browsing on e-impulse buying. This research uses explanatory research with quantitative approach. The sample use in the study amounted to 140 respondents, this responden are brawiijaya university students who used Shopee website/application. This research also uses nonprobability method with purposive sampling technique. Data analysis using descriptive analysis and multiple linear regression analysis. Based on the hypothesis test, the results of t test showed that hedonic browsing have positive and significant influence on e-impulse buying however utilitarian browsing have positive but not significant influence on e-impulse buying. The dominant variable that have influence on e-impulse buying is hedonic browsing.97
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/366/05185797 |
| Uncontrolled Keywords: | Utilitarian Browsing, Hedonic Browsing, E-Impulse Buying Utilitarian Browsing, Hedonic Browsing, E-Impulse Buying |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Jul 2019 07:24 |
| Last Modified: | 16 Oct 2021 03:00 |
| URI: | http://repository.ub.ac.id/id/eprint/165988 |
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