PENGARUH HEDONIC SHOPPING VALUE TERHADAP E-IMPULSE BUYING PADA PELANGGAN TIKTOK SHOP DI KOTA GORONTALO

Authors

  • Moh. Fitrandi Mooduto Universitas Negeri Gorontalo
  • Zainal Abidin Umar Universitas Negeri Gorontalo
  • Idris Yanto Niode Universitas Negeri Gorontalo

DOI:

https://doi.org/10.55681/sentri.v2i9.1498

Keywords:

Hedonic Shopping Value, E-Impulse Buying

Abstract

Moh. Fitrandi Mooduto, 2023, “Pengaruh Hedonic Shopping Value Terhadap E-impulse Buying Pada Pelanggan Tiktok Shop Di Kota Gorontalo”. Program Studi S1 Manajemen Jurusan manajemen, Fakultas Ekonomi, Universitas Negeri Gorontalo, dibawah bimbingan Bapak Dr. Zainal Abidin Umar, M.Si. Bapak Dr. Idris Yanto Niode S.Pd, MM. Penelitian ini bertujuan untuk mengetahui seberapa besar Hedonic shopping value berpengaruh terhadap E-impulse Buying secara parsial. Penelitian ini menggunakan 100 sampel responden yaitu pelanggan Tiktok shop di Kota Gorontalo. Non probability sampling meupakan Metode sampling yang digunakan dalam penelitian serta jenis data yang digunakan dalam penelitian ini yaitu data primer. Metode analisis data yang digunakan yaitu analisis regresi linier sederhana, uji parsial dan uji determinasi. Hasil penelitian secara parsial menunjukan variabel Hedonic Shopping Value  terdapat pengaruh positif dan signifikan terhadap E-Impulse Buying pada pelanggan Tiktok shop di kota Gorontalo. Hal ini dibuktikan dengan nilai thitung (2,663) lebih besar dari nilai ttabel (1,661) dengan tingkat signifikansi (0,009) lebih kecil dari nilai Alpha (0,05), dan besarnya pengaruh Hedonic Shopping Value terhadap E-Impulse Buying di ukur dengan nilai R Square 0,376, ini berarti Hedonic Shopping Value mempengaruhi E-Impulse Buying sebesar 37,6%, sedangkan sisanya 62,4% dipengaruhi oleh faktor lain seperti digital marketing, merchandising, store atmosphere, promosi penjualan, price discount, penampilan produk, dan variabel lainnya.

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Published

2023-09-05

How to Cite

Mooduto, M. F., Umar, Z. A., & Niode, I. Y. (2023). PENGARUH HEDONIC SHOPPING VALUE TERHADAP E-IMPULSE BUYING PADA PELANGGAN TIKTOK SHOP DI KOTA GORONTALO. SENTRI: Jurnal Riset Ilmiah, 2(9), 3538–3547. https://doi.org/10.55681/sentri.v2i9.1498