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ANALISIS PENGARUH SOCIAL MEDIA MARKETING TERHADAP ONLINE IMPULSIVE BUYING DENGAN HEDONIC MOTIVATION SEBAGAI VARIABEL MODERASI PADA KONSUMEN E-COMMERCE SHOPEE

ABSTRACT

This study aims to determine and analyze the effect of Social Media
Marketing on Online Impulsive Buying with Hedonic Motivation as a moderating
variable on Shopee e-commerce, especially undergraduate students of UIN Raden
Mas Said Surakarta. The sample used was purposive sampling technique as many
as 120 respondents. This research method uses quantitative research methods with
data collection through distributing questionnaires then analyzing the data in this
study using the help of SmartPLS Version 4.0 software.
The results of this study show that (1) social media marketing does not have
a positive and significant effect on online impulsive buying. (2) Hedonic motivation
has a positive and significant influence on online impulsive buying. (3) hedonic
motivation does not strengthen the relationship between the influence of social
media marketing on online impulsive buying.
So it can be concluded that hedonic motivation is one of the consumer
factors for online impulsive buying which can increase purchasing decisions. Even
though there are factors that do not affect such as social media marketing on online
impulsive buying, Shopee e-commerce must continue to increase the application of
factors that do not affect it. Such as marketing more aggressively through various
digital platforms and building active relationships with consumers such as
increasing exclusive discounts.
Keywords: hedonic motivation, social media marketing, online impulse buying.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 YAH a 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 95 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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