PENGARUH HEDONIC CONSUMPTION TERHADAP IMPULSE BUYING PADA MARKETPLACE MELALUI EMOSI POSITIF (Studi Pada Konsumen Flash Sale Marketplace Shopee di Kota Malang)
| Main Author: | Aditya, Satria |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/55188/2/PENDAHULUAN.pdf http://eprints.umm.ac.id/55188/3/BAB%20I.pdf http://eprints.umm.ac.id/55188/4/BAB%20II.pdf http://eprints.umm.ac.id/55188/5/BAB%20III.pdf http://eprints.umm.ac.id/55188/6/BAB%20IV.pdf http://eprints.umm.ac.id/55188/7/BAB%20V.pdf http://eprints.umm.ac.id/55188/8/LAMPIRAN.pdf http://eprints.umm.ac.id/55188/ |
Daftar Isi:
- This study aims to determine and analyze the impact of hedonic consumption on impulse buying through positive emotions on flash sale marketplace Shopee consumers in Malang City. This type of research is explanatory research. The populations in this study are people in Malang City who have Shopee marketplace applications. The samples in this study is 100 respondents and the sampling technique used purposive sampling with the criteria of respondents who live or occupy the Malang City for at least one year, have Shopee marketplace applications, have made unplanned purchases (impulse buying) on flashsale at the marketplace Shopee. The data source in this study is the primary data source. Questionnaires are used to collect the data in this study. Hypothesis testing uses t test and sobel test. The data analysis tool used is path analysis. The path analysis result shows that positive emotions are proven to be the mediator of hedonic consumption on impulse buying. T test results show that there are positive significant effects of hedonic consumption on impulse buying, hedonic consumption also gives positive significant effect on positive emotion, and there are positive significant effects of positive emotions on impulse buying. Sobel test result indicates thatpositive significant effect of hedonic consumptionon impulse buyingis mediated by positive emotions.