Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee Terhadap Impulse Buying Pada Masyarakat Desa Mulung Kecamatan Driyorejo Kabupaten Gresik
| Main Authors: | Nur Ul Umroh, 1, I Made Bagus Dwiarta, 2, Evita Purnaningrum, 3 |
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| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis - FEB - Universitas PGRI Adi Buana Surabaya
, 2022
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| Subjects: | |
| Online Access: |
https://repository.unipasby.ac.id/id/eprint/51/1/10%2B-%2B20.pdf https://repository.unipasby.ac.id/id/eprint/51/ |
Daftar Isi:
- ABSTRACT This change in the behavior and style of society is responded to by business people very well, many innovations that develop in the online business sector are an indication that opportunities to benefit from advances in technology and community behavior are proven, now people's habits are by buying or consuming something. it has been facilitated in a modern way by the many websites or applications that are already available. It was explained that this research analyzed the influence of Hedonic Shopping Value, Shopping Lifestyle, and Shopee Flash Sale Promotion on Impulse Buying in the Mulung Village Community, Driyorejo District, Gresik Regency. The approach used is quantitative, the population of this study is Shopee users in Mulung Village, Driyorejo District, Gresik Regency whose number is unknown and a sample of 130 Shopee user respondents. According to the results of statistical tests, it was found that the Hedonic Shopping Value, Shopping Lifestyle and Flash Sale Shop Promotion proved to have an influence on Impulse Buying in the Community in Mulung Village, Driyorejo District, Gresik Regency.. Key Words : Hedonic shopping value, shopping lifestyle, shopee flash sale promotion, impulse buying ABSTRAK Terjadinya perubahan atas perilaku dan gaya hidup masyarakat saat ini disikapi oleh para pebisnis dengan sangat baik, banyak inovasi yang berkembang disektor bisnis online menjadi salah satu indikasi bahwa peluang untuk mendapatkan keuntungan dari kemajuan teknologi yang modern serta perilaku masyarakat itu terbukti ada, kini kebiasaan masyarakat dengan membeli atau mengkonsumsi sesuatu sudah terfasilitasi dengan modern oleh banyak website ataupun aplikasi yang sudah tersedia. Dijelaskan bahwa riset ini menganalisa pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee terhadap Impulse Buying Pada Masyarakat Desa Mulung Kecamatan Driyorejo Kabupaten Gresik. Adapun pendekatan yang digunakan ialah kuantitatif, populasi riset ini ialah pengguna Shopee yang ada di Desa Mulung Kecamatan Driyorejo Kabupaten Gresik yang jumlahnya tidak diketahui dan sampel 130 responden pengguna Shopee. Sesuai hasil uji statsitik didapatkan hasil bahwa Hedonic Shopping Value, Shopping Lifestyle dan Promosi Flash Sale Shopee terbukti ada pengaruh terhadap Impulse Buying Pada Masyarakat di Desa Mulung Kecamatan Driyorejo Kabupaten Gresik. Kata Kunci : Hedonic shopping value, shopping lifestyle, promosi flash sale shopee, impulse buying