Janna, Mochamad Miftachul (2023) Pengaruh Hedonis, Utilitarian Shopping, Emosi Positif Terhadap Pembelian Impulsif Konsumen Tiktok Shop Dengan Gaya Hidup Belanja Sebagai Variabel Mediasi. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine the effect of hedonic, utilitarian shopping, positive emotions on impulsive purchases by mediating shopping lifestyles on TikTok Shop consumers. Data collection was collected through the Google Form media and obtained results from 180 respondents from the Surabaya, Gresik and Sidoarjo areas. From the results of the collected respondents, the data were analyzed descriptively using SPSS 25 and statistically analyzed using SmartPLS 3. The research method used Structural Equation Modeling. The results of this study indicate that hedonism has a significant effect on shopping lifestyle. utilitarian has no significant effect on shopping lifestyle. shopping lifestyle has a significant effect on impulsive purchases, and positive emotions have no significant effect on impulsive purchases. The results of this study provide new insights for tiktok shop companies to improve services and attractive promos to attract new consumers. Keywords: Hedonis, Utilitarian Shopping, Gaya Hidup Belanja, Emosi Positif, Pembelian Impulsif.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MOCHAMAD MIFTACHUL JANNA |
| Date Deposited: | 29 May 2023 02:03 |
| Last Modified: | 29 May 2023 02:03 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10718 |
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