Ardiansyah, Eka Bhagas Nur and Prof. Dr. Drs. Fatchur Rohman, M.Si., CMA (2023) Pengaruh E-Environment Dan Efektivitas Iklan Terhadap Impulsive Buying Di E-Commerce Dengan Shopping Enjoyment Sebagai Variabel Intervening. Sarjana thesis, Universitas Brawijaya.
Abstract
Shopee merupakan platform e-commerce yang populer di Indonesia, dengan pengguna terutama dari Jawa Timur. Penelitian ini menyelidiki pengaruh E-Environment dan efektivitas iklan terhadap perilaku belanja impulsif di Shopee, dengan shopping enjoyment sebagai mediator. Penelitian ini bertujuan untuk mengeksplorasi pengaruh lingkungan digital (eenvironment) dan efektivitas iklan terhadap perilaku belanja impulsif di platform e-commerce, dengan shopping enjoyment sebagai mediator. Studi dilakukan pada pengguna Shopee di Jawa Timur. Analisis data menunjukkan bahwa E-Environment dan efektivitas iklan memiliki pengaruh positif dan signifikan terhadap tingkat impulsive buying. Selain itu, E-Environment dan efektivitas iklan juga berdampak positif dan signifikan terhadap tingkat shopping enjoyment. Lebih lanjut, shopping enjoyment memediasi hubungan antara E-Environment dan impulsive buying, serta antara efektivitas iklan dan impulsive buying.
English Abstract
Shopee is a prominent e-commerce platform in Indonesia, predominantly utilized by consumers located in East Java. This study delves into the impact of E-Environment and advertising effectiveness on impulsive shopping behavior within the Shopee platform, with shopping enjoyment serving as a mediating variable. The research aims to scrutinize the effects of digital environment (e-environment) and advertising effectiveness on impulsive shopping behavior on the e-commerce platform, with shopping enjoyment acting as a mediator. The investigation was conducted among Shopee users situated in East Java. Data analysis reveals that both E-Environment and advertising effectiveness exert a significant and positive influence on the incidence of impulsive buying. Furthermore, both E-Environment and advertising effectiveness significantly contribute to heightened levels of shopping enjoyment. Moreover, shopping enjoyment mediates the associations between E-Environment and impulsive buying, as well as between advertising effectiveness and impulsive buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052302 |
| Uncontrolled Keywords: | Shopee, E-Environment, Advertising Effectiveness, Impulsive Buying |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 05 Dec 2024 03:10 |
| Last Modified: | 05 Dec 2024 03:10 |
| URI: | http://repository.ub.ac.id/id/eprint/233326 |
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Text (DALAM MASA EMBARGO)
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