Abrianto, Okky (2017) Pengaruh Hedonic Shopping Motivation dan Browsing terhadap Impulse Buying (Studi pada Konsumen Lazada.co.id). Sarjana thesis, Universitas Brawijaya.
Abstract
Dinamika bisnis e-commerce di Indonesia menunjukkan pertumbuhan yang signifikan. Perkembangan tersebut didorong oleh bertambahnya jumlah pemakai dan pelanggan internet saat ini sehingga memicu perubahan pola belanja masyarakat (konsumen) dari konvensensional menjadi digital. Penelitian ini bertujuan untuk mengetahui pengaruh Hedonic Shopping Motivation dan Browsing terhadap Impulse Buying konsumen Lazada.co.id. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey yang dilakukan kepada 150 responden konsumen Lazada.co.id. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling, dengan kriteria konsumen yang pernah mengakses dan membeli di Lazada.co.id. Pengolahan data dilakukan dengan menggunakan analisis regresi linear berganda. Berdasarkan pengujian hipotesis, hasil uji t menunjukkan bahwa Hedonic shopping motivation dan Browsing berpengaruh signifikan terhadap Impulse buying.
English Abstract
The dynamics of e-commerce business in Indonesia shows a significant growth. The development is driven by the increasing number of users and customers of the internet today, thus triggering the shift of consumers’ shopping style from conventional to digital mode. This study aims to identify the effects of hedonic shopping motivation and browsing on the impulse buying of Lazada.co.id consumers. This explanatory research employs quantitative approach and uses survey method towards 150 consumer respondents of Lazada.co.id. The research samples are selected purposively using non-probability method under the condition that the consumers have accessed and shopped at Lazada.co.id. The data are analyzed by multiple linear regression. Based on the hypothesis testing, t-test results show that hedonic shopping motivation and browsing have significant effects on impulse buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/554/051710529 |
| Uncontrolled Keywords: | Hedonic Shopping Motivation, Browsing, dan Impulse Buying,Hedonic Shopping Motivation, Browsing, 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 08 Dec 2017 07:17 |
| Last Modified: | 02 Oct 2020 05:16 |
| URI: | http://repository.ub.ac.id/id/eprint/6711 |
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