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SKRIPSI MBS

PENGARUH PROMOSI PENJUALAN, ELECTRONIC POSITIVE WORD OF MOUTH, DAN HEDONIC SHOPPING MOTIVATION TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA KONSUMEN SHOPEE (Studi Kasus Pada Mahasiswa UIN Raden Mas Said Surakarta)

ABSTRACT

This research aims to determine the influence of sales promotions, electronic
positive word of mouth, and hedonic shopping motivation on impulse buying
behaviour among Shopee consumers (Case Study of UIN Raden Mas Said
Surakarta students). This research uses quantitative research methods. The data
collection technique used was a questionnaire. The population in this study were

students at UIN Raden Mas Said Surakarta. The sampling technique uses non-
probability sampling with purposive sampling technique. The sample in this

research was Shopee consumers who had shopped impulsively from UIN Raden
Mas Said Surakarta students, totaling 100 respondents.
Data analysis methods use multiple regression analysis. The data processor
used was IBM SPSS Version 23. The findings of this study reveal that: (1) Sales
promotion has a positive and significant effect on Impulsive Buying Behavior. (2)
Hedonic shopping motivation has a positive and significant effect on impulsive
buying behavior. (3) Hedonic shopping motivation has a positive and significant
effect on impulsive buying behavior. The implication of this study is that it is hoped
that the Shopee application offers products continuously, so consumers will be
more interested in making purchases impulsively so that consumers get a positive
response, Shopee is expected to provide sales promotions in the form of cashback
and discounts that can be used at any time and without restrictions so that it does
not only happen during certain events and twin dates and Shopee is expected to
always provide the latest and trendy products when displaying products, making it
easier for consumers to search for products.
Keywords: sales promotion, electronic positive word of mouth, hedonic shopping
motivation, impulsive buying behavior

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 HAN p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 99 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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