Pengaruh Karakteristik Konsumen Dan Faktor Situasional Terhadap Pembelian Impulsif Online Pada Produk Fashion Di Masa Pandemi

Destyanawati, Intan and , Soepatini, S.E., M.Si., Ph.D (2022) Pengaruh Karakteristik Konsumen Dan Faktor Situasional Terhadap Pembelian Impulsif Online Pada Produk Fashion Di Masa Pandemi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of consumer characteristics (impulsive buying tendency, shopping enjoyment tendency, and consumer moods) and situational factors (individual situations, website quality, motivational activities by retailers, and product attributes) on online impulse buying of fashion products in the pandemic time. The population in this study are people who live in Surakarta and Solo Raya with a sample of 100 respondents. The data collection method used a questionnaire and processed using Partial Last Square (PLS). The data analysis used in this study included instrument testing, classical assumption test consisting of multicollinearity test, Goodness of Fit (GoF) test and partial test (t test). The results show that first, there are four accepted hypotheses where the factors that influence online impulse buying on fashion products are shopping enjoyment tendency, shopping enjoyment tendency, consumer moods, and product attributes. Second, other factors such as individual situation, website quality, and motivational activity by retailers were not the determinants.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Consumer Characteristics, Situational Factors, Impulsive Purchases in a Pandemic Period
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	INTAN DESTYANAWATI
Date Deposited:	06 Aug 2022 06:47
Last Modified:	06 Aug 2022 06:47
URI:	http://eprints.ums.ac.id/id/eprint/102382

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