Paramitha, Anindya Dwipa (2018) Pengaruh Hedonic Shopping Value Dan Utilitarian Shopping Value Terhadap Intent To Online Repurchase (Survei pada Pelanggan Situs Belanja Online www.lazada.co.id). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh: (1) pengaruh hedonic shopping value dan utilitarian shopping value terhadap intent to online repurchase; (2) pengaruh hedonic shopping value terhadap intent to online repurchase; (3) pengaruh utilitarian shopping value terhadap intent to online repurchase. Jenis penelitian yang digunakan pada penelitian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Sampel yang diambil sebanyak 112responden yang merupakan pelanggan situs belanja online www.lazada.co.id. Metode pengumpulan data yang digunakan adalah kuesioner. Analisis data yang digunakan pada penelitian ini adalah analisis deskriptif dan statistik inferensial dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel price discount dan store atmospheresecara bersama-sama berpengaruh signifikan terhadap impulse buyingyang dapat dilihat dari nilai signifikansi F <α yaitu 0,000 < 0,05 dan nilai R Square sebesar 0,526. Hal ini menunjukkan bahwa kontribusi variabel price discount dan store atmosphere adalah sebesar 52,6% sedangkan sisanya 47,4% dijelaskan oleh variabel lain yang tidak dijelaskan oleh penelitian ini. Secara parsial variabel hedonic shopping valuedengan koefisien 0,000 dan variabel utilitarian shopping value dengan koefisien 0,008berpengaruh secara signifikan terhadap variabel intent to online repurchase.
English Abstract
The research aims to: (1) investigate influence of hedonic shopping value and utilitarian shopping value on intent to online repurchase; (2) investigate the influence of hedonic shopping valueon intent to online repurchase; (3) investigate the influence of utilitarian shopping valueon intent to online repurchase. The research method was conducted by explanatory research with quantitative approach. The sample that used in this research was 112 respondent from customer www.lazada.co.id. Data collection that used in this research is survey method. Data analysis technique involves descriptive analysis, inferential statistic and multiple linear regression analysis. The result of research indicates that price discount and store atmosphere simultaneously and significantly influence on impulse buying as shown by F-significance rata <α (0,000 < 0,05) and R Square is 0,526. It means that the contribution of price discount and store atmosphere to impulse buying is 52,6%Whereas the remaining 47,4%are explained by other variables beyond this research. Partially, hedonic shopping value variable and utilitarian shopping valuevariable significantly influential to intent to online repurchase.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/56/051802214 |
| Uncontrolled Keywords: | Hedonic Shopping Value, Utilitarian Shopping Value, Intent to Online Repurchase |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 24 Apr 2018 02:17 |
| Last Modified: | 26 Oct 2021 05:24 |
| URI: | http://repository.ub.ac.id/id/eprint/9790 |
![[thumbnail of FULL TEXT SKRIPSI.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
FULL TEXT SKRIPSI.pdf Download (2MB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_lightbox]](http://repository.ub.ac.id/9790/2/lightbox.jpg) |
Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg Download (17kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_preview]](http://repository.ub.ac.id/9790/3/preview.jpg) |
Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg Download (7kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_medium]](http://repository.ub.ac.id/9790/4/medium.jpg) |
Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg Download (3kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_small]](http://repository.ub.ac.id/9790/5/small.jpg) |
Other (Thumbnails conversion from text to thumbnail_small)
small.jpg Download (1kB) |
Actions (login required)
 |
View Item |