Pengaruh Hedonic Shopping Motivation Terhadap Impulsive Buying yang Dimediasi Gaya Belanja Pelanggan dan Keterikatan Pelanggan pada Aplikasi Shopee

Maulana, Arwindra and , Dr. Rini Kuswati, S.E., M.Si (2022) Pengaruh Hedonic Shopping Motivation Terhadap Impulsive Buying yang Dimediasi Gaya Belanja Pelanggan dan Keterikatan Pelanggan pada Aplikasi Shopee. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of hedonic shopping motivation on imoulsive buying mediated by the customer's shopping style and customer attachment to the shopee application. In this study using 191 respondents. The type of data used is primary data. The data collection method used is a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. This study concludes that: Hedonic shopping motivation has a positive and significant effect on impulsive buying on the shopee application. The customer's shopping style has no positive and significant effect on impulsive buying on the shopee application. Customer engagement has a positive and significant effect on impulsive buying on the shopee application. The customer's shopping style does not mediate the effect of hedonic shopping motivation on impulsive buying on the shopee application. Customer engagement mediates the effect of hedonic shopping motivation on impulsive buying on the shopee application.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Hedonic Shopping Motivation, Customer Shopping Style, Customer Engagement, Impulsive Buying, Shopee Application
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARWINDRA MAULANA
Date Deposited:	07 Aug 2022 23:39
Last Modified:	07 Aug 2022 23:41
URI:	http://eprints.ums.ac.id/id/eprint/102778

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