Pengaruh Hedonic Shopping Motivations terhadap Impulsive Buying pada Konsumen Produk Fashion
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Penelitian ini memiliki tujuan untuk mengetahui pengaruh hedonic shopping motivations terhadap impulsive buying pada konsumen produk fashion. Penelitian ini dilakukan kepada 160 responden dengan rentang usia 19 – 25 tahun dan pernah melakukan pembelian produk fashion tidak terencana minimal satu bulan sekali di Shopee. Alat ukur dalam penelitian ini menggunakan Impulsive Buying Tendency (IBT) dan skala Hedonic Shopping Motivations. Kemudian, data dianalisis menggunakan program software IBM SPSS 25.0 for Windows melalui uji regresi linear sederhana. Hasil analisis data menunjukkan adventure shopping memiliki nilai R 2sebesar 0,273, value shopping sebesar 0,110, idea shopping sebesar 0,251, social shopping sebesar 0,142, dan relaxation shopping sebesar 0,237. Hal ini menunjukkan bahwa dimensi adventure shopping memiliki pengaruh terhadap impulsive buying sebesar 27,3%, value shopping sebesar 11%, idea shopping sebesar 25,1%, social shopping sebesar 14,2%, dan relaxation shopping sebesar 23,7%.
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