Pengaruh Motivasi Belanja Hedonis dan Gaya Hidup Belanja terhadap Pembelian Impulsif pada Pelanggan Shopee di Fakultas Ekonomi dan Bisnis Universitas Hkbp Nommensen

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh motivasi belanja hedonis terhadap pembelian impulsif, mengetahui bagaimana pengaruh variabel gaya hidup belanja terhadap pembelian impulsif, mengetahui bagimana pengaruh variabel motivasi belanja hedonis dan gaya hidup belanja terhadap pembelian impulsif. Penelitian ini menggunakan jenis penelitian kuantitatif. Populasi dalam penelitian ini yaitu pelanggan shopee di fakultas ekonomi dan bisnis universitas HKBP nommensen sebanyak 80 responden dengan teknik sampling menggunkan non probability sampling dengan pendekatan purposive sampling dengan kriteria pelanggan shoppe di fakultas ekonomi dan bisnis universitas HKBP nommensen stambuk 2019 dan pengguna aktif shopee. Pengumpulan data data dilakukan dengan penyebaran kuesioner melalui google form. Berdasarkan hasil Uji T didapati bahwa motivasi belanja hedonis berpengaruh negatif dan tidak signifikan terhadap pembeliam impulsif pada Shopee. Pada pengujian variabel gaya hidup belanja berpengaruh positif dan signifikan terhadap pembelian impulsif pada Shopee. Uji F didapati bahwa motivasi belanja hedonis dan gaya hidup belanja bersama-sama (simultan) berpengaruh secara positif dan signifikan terhadap pembelian impulsif pada Shopee. Pada Koefisien Determinasi (R²) bahwa nilai adjusted (R²) adalah 0,497 atau 49,7 % dapat dijelaskan oleh variabel. Sedangkan sisanya sebesar 50,3 % dijelaskan oleh sebab-sebab yang lain yang tidak di teliti dalam penelitian ini. This research aims to find out how hedonic shopping motivation influences impulsive buying, knowing how shopping lifestyle variables influence impulsive buying, knowing how hedonic shopping motivation and shopping lifestyle variables influence impulsive buying. This research uses a quantitative type of research. The population in this study were Shopee customers at the Faculty of Economics and Business, HKBP Nommensen University, totaling 80 respondents with a sampling technique using non-probability sampling with a purposive sampling approach with the criteria of Shopee customers at the Faculty of Economics and Business, HKBP Nommensen University Stambuk 2019 and active Shopee users. Data collection was carried out by distributing questionnaires via Google Form. Based on the test results, it was found that hedonic shopping motivation had a negative and insignificant effect on impulsive buyers on Shopee. In testing the shopping lifestyle variable has a positive and significant effect on impulsive purchases on Shopee. The F test showed that hedonic shopping motivation and the joint shopping lifestyle (simultaneously) had a positive and significant effect on impulsive purchases on Shopee. In the coefficient of determination (R²), the customized value (R²) is 0.497 or 49.7% which can be explained by the variable. Meanwhile, the remaining 50.3% was explained by other causes that were not examined in this study.