Pengaruh Hedonic Consumption, Availability of Money Dan Positive Emotion Terhadap Impulsive Buying Pada E-commerce Shopee Pada Masyarakat Kota Palembang
DOI:
https://doi.org/10.31851/jmwe.v22i3.20104Abstract
ABSTRAK
Penelitian ini memiliki tujuan untuk menganalisis pengaruh Hedonic Consumption, Availability of money, dan Positive emotion terhadap Impulsive buying pada E-commerce Shopee di Kota Palembang. Pada penelitian ini populasi yang diteliti adalah masyarakat pengguna e-commerce Shopee di Kota Palembang. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 orang. Pengumpulan data dalam penelitian ini dilakukan dengan menyebar kuisioner kepada masyarakat pengguna e-commerce Shopee dan menggunakan metode purposive sampling. Berdasarkan uji t statistik yang telah dilakukan, dapat disimpulkan bahwa variabel Hedonic Consumption berpengaruh signifikan secara parsial terhadap impulsive buying pada aplikasi Shopee yang ditunjukkan oleh nilai t hitung 9,307 lebih besar dari t tabel 1,985. Berdasarkan uji t statistik yang telah dilakukan, dapat disimpulkan bahwa variabel availability of money tidak berpengaruh signifikan secara parsial terhadap impulsive buying pada aplikasi Shopee yang ditunjukkan oleh nilai t hitung -1,781 lebih kecil dari pada t tabel 1,985. Berdasarkan uji t statistik yang telah dilakukan, dapat disimpulkan bahwa variabel positive emotion tidak berpengaruh signifikan secara parsial terhadap impulsive buying pada aplikasi Shopee yang ditunjukkan oleh nilai t hitung 1,281 lebih kecil dari pada t tabel 1,985. Berdasarkan uji F simultasn diperoleh nilai F hitung = 55,888 lebih besar daripada F tabel 3,09, maka dapat disimpulkan bahwa variabel hedonic Consumption, availability of money, dan positive emotion secara simultan berpengaruh signifikan terhadap impulsive buying.
Kata Kunci: Hedonic Consumption, Availability of money, Positive emotion, Impulsive buying
ABSTRACT
This study aims to analyze the effect of Hedonic Consumption, Availability of money, and Positive emotion, on Impulsive buying at e-commerce Shopee in Palembang city. The population in this study is the community of Shopee e-commerce users in the city Palembang.the number of samples used in this study were 100 people. Data collection was carried out by distributing questionnaires to the Shopee e-commerce user community and using a purposive sampling technique. Based on the result pf the t test, it can be concluded that the variable Hedonic Consumption has a significant partial effect on impulsive buying on the Shopee application, as indicated by a t value of 9,307, which is greater than the t table value of 1.985. Meanwhile, the variable availability of money does not have a significant partial effect on impulsive buying, as shown by a t value of -1,781, which is smaller than the t table value of 1,985. Similarly, the variable positive emotion also does not have a significant partial effect on impulsive buying, with a t value of 1,281, which is below the t table value of 1,985. However, based on the simultaneous F test, the calculated F value of 55,888 exceeds the F table value of 3,09, indicating that the variable Hedonic Consumption, availability of money, and positive emotion have a significant simultaneous effect on impulsive buying.
Keywords : Hedonic Consumption, Availability of money, Positive emotion, Impulsive buying
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