Impulse Buying Dalam E-Commerce: Pengaruh Shopping Motivations, Fashion Involvement, Shopping Lifestyle, Dan Peran Mediasi Positive Emotion (Survei Pada Mahasiswa Perguruan Tinggi Di Kota Malang)

Fithriya, Nur Hasna Dela and Mohammad Iqbal,, S.Sos,. MIB., DBA. (2023) Impulse Buying Dalam E-Commerce: Pengaruh Shopping Motivations, Fashion Involvement, Shopping Lifestyle, Dan Peran Mediasi Positive Emotion (Survei Pada Mahasiswa Perguruan Tinggi Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Indonesia menempati posisi tercepat dalam perkembangan dan pendapatan e�commerce diantara negara-negara di asia tenggara. Diperkirakan bahwa pendapatan dari e-commerce pada tahun 2023 menyentuh angka US$ 44,814.3 juta dan akan terus mengalami peningkatan. Kategori fashion menjadi salah satu kategori yang sering dibeli oleh masyarakat, terutama pada mahasiswa yang merupakan dewasa muda. Fashion bagi dewasa muda menjadi hal yang penting. Sehingga, mereka akan bersaing untuk menampilkan penampilan terbaik. Keinginan ini menimbulkan konsumsi belanja yang Impulse buying. Diketahui bahwa Impulse buying dapat diakibatkan oleh motivasi yang memengaruhi sesorang untuk berbelanja, bagaimana seseorang mengalokasikan dana dan waktu untuk melakukan pembelian, keterlibatan sesorang pada fashion yang menjadi kategori terfavorit produk e-commerce, dan perasaan positif yang diperoleh saat berbelanja. Tujuan dari penelitian ini adalah melihat bagaimana pengaruh shopping motivations (hedonic shopping motivation dan utilitarian shopping motivation), shopping lifestyle, fashion involvement,dan positive emotions terhadap Impulse buying. Pada penelitian ini juga bertujuan untuk melihat motivasi apa yang paling memengaruhi shopping lifestyle mahasiswa Kota Malang dan melihat apakah peranan positive emotion sebagai mediasi Impulse buying dapat meningkatkan impulsivitas seseorang atau tidak. Penelitian ini menggunakan explanatory research dengan 360 responden. Kemudian hipotesis yang telah ditetapkan diuji menggunakan Structural Equation Modelling menggunakan Smart-Pls (V3). Hasil penelitian menujukkan Impulse buying mahasiswa kota malang paling dipengaruhi oleh fashion involvement, hedonic shopping motivation, shopping lifestyle, dan terakhir utilitarian shopping motivation. Shopping lifestyle paling dipengaruhi oleh Hedonic motivation dan Positive emotion tidak dapat memengaruhi dan memediasi Impulse buying

English Abstract

Among Southeast Asian countries, Indonesia has the fastest e-commerce development and revenue growth. E-commerce revenue is expected to reach US$ 44,814.3 million in 2023 and will keep increasing. Particularly, colleague students as well as young adults, frequently purchase items in the fashion category. Fashion is important for young adults. As a result, they will compete to demonstrate the best appearance. This desire results in impulsive buying. It is well known that motivations that influence a person to shop, how a person allocates money and time to make purchases, a person's involvement in fashion, which is the favorite category of e-commerce products, and the positive emotions they get when shopping might each contribute to Impulse buying. This study additionally desires to examine how shopping motivations (hedonic and utilitarian), shopping lifestyle, fashion involvement, and positive emotions influence Impulse buying. This study is also attempting to determine which motivations most influence the College Students in Malang City, as well as whether the role of positive emotions as a mediator of Impulse buying can increase a person's impulsivity or not. This study applies explanatory research with 360 attendees. The determined hypotheses are then tested using Structural Equation Modeling with Smart-Pls (V3). According to the findings of the study, fashion involvement, hedonic shopping motivation, shopping lifestyle, and finally utilitarian shopping motivation are the factors that most influence Malang city students' impulse purchases. Shopping behavior is primarily influenced by hedonic motivation, and positive emotion cannot influence or mediate impulse buying.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030824
Uncontrolled Keywords:	Hedonic Shopping Motivation, Utilitarian Shopping Motivation, Shopping Lifestyle, Fashion Involvement, Positive Emotions, Impulse Buying, E-Commerce
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	23 Jan 2024 03:02
Last Modified:	23 Jan 2024 03:02
URI:	http://repository.ub.ac.id/id/eprint/212126

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