Hedonic Shopping Motivation and Shopping Lifestyle on Fashion Product Purchases (Among Shopee Online Marketplace Users in West Java, With A Case Study in Cirebon City)
DOI:
https://doi.org/10.59188/eduvest.v4i12.1542Keywords:
Hedonic Shopping Motivation, Shopping lifestyle, Impulse buyingAbstract
This study aims to determine the effect of hedonic shopping motivation and shopping lifestyle on impulse purchases of fashion products among Shopee e-commerce customers partially and simultaneously. The survey was conducted on Shopee e-commerce customers in Cirebon City. The research method used is a quantitative method with a descriptive approach and an indicator measuring instrument on a Likert scale of 1-4. Data collection using a questionnaire method distributed in the form of a google-form consists of 30 statements filled out by 150 respondents. The sampling technique used is purposive sampling technique. Data analysis used validity test, reliability test, multiple linear regression analysis, T test, F test and coefficient of determination. The results showed that partially hedonic shopping motivation variables had a significant effect on impulse buying with a value of 2.948 > 1.976 and a sign of 0.004 < 0.05 and a shopping lifestyle variable had a significant effect on impulsive buying with a value of 3.615 > 1.976 and a sign of 0.000 < 0.05 and the results of the study simultaneously that hedonic shopping motivation variables and shopping lifestyles had a significant effect on impulse buying with a value of 33.929 > 3.06 and a sign of 0.000 < 0.005. R Square value of 0.316 indicates that the percentage of the influence of hedonic shopping motivation and shopping lifestyle on impulse buying is 31.6% and the remaining 68.4% is influenced by other variables not analyzed in this study.
References
Afif, M., & Purwanto, P. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 2(2), 34. https://doi.org/10.47201/jamin.v2i2.51
Anggraeni, Debora Dian Maydiana dan Sentot Suciarto A. (2020). Pengaruh Gaya Hidup Berbelanja dan Perilaku Hedonik Terhadap Pembelian Impulsif. Jurnal Ekonomi, Manajemen, Akuntansi, dan Perpajakan. Vol. 3, No. 1.
Gunawan, G. T., & Sitinjak, T. (2018). Pengaruh Keterlibatan Fashion Dan Gaya Hidup Berbelanja Terhadap Pembelian Impulsif (Studi Terhadap Remaja Dan Pemuda Dki Jakarta). Jurnal Manajemen, Vol.7(No.2), 109–123.
Nugroho, B., & Idris. (2018). Pengaruh Dimensi Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Online Pada Situs Marketplace Tokopedia. Journal of Management, 7(4), 1–9.
Rahma, W., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap E-Impulse Buying Mahasiswa Universitas Negeri Padang pada Lazada.co.id. Jurnal Kajian Manajemen Dan Wirausaha, 1, 1. ejournal.unp.ac.id
Salsabila, Rani F., & Ama Suyanto. (2022). Analisis Faktor-Faktor Pembelian Impulsif pada E-commerce Kecantikan. Jurnal Samudra Ekonomi & Bisnis. 13 (1).
Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelanggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360–368
Badan Pusat Statistik. (2021). Statistik E-Commerce 2021. Jakarta: Badan BPS-Statistics Indonesia.
Darma, Budi. (2021). Statistika Penelitian Menggunakan SPSS. Jakarta: Guepedia.
Hair, Joseph F. dkk. (2010). Multivariate Data Analysis: Global Edition, 7th Edition. Drexel University: Pearson Education.
Hidayat, Aziz Alimul. (2021). Menyusun Instrumen Penelitian dan Uji Validitas Reliabilitas. Surabaya: Health Books Publishing.
Ipsos. (2021). E-Commerce Top Of Mind Awareness. Jakarta: Ipsos.
Jaya, I Made Laut Mertha. (2020). Penelitian Kuantitatif dan Kualitatif (Teori, Penyerapan, dan Riset Nyata). Yogyakarta: Anak Hebat Indonesia.
Noor, Juliansyah. (2012). Metodologi Penelitian. Jakarta: Kencana Prenada Media Group.
Rerung, Rintho Rante. (2018). E-Commerce Menciptakan Daya Saing Melalui Teknologi Informasi. Yogyakarta: Deepublish Publisher.
Riduwan & Akdon. (2013). Rumus dan Data dalam Aplikasi Statistika. Bandung: Alfabeta.
Roflin, Eddy. dkk. (2021). Populasi, Sampel, Variabel dalam Penelitain Kedokteran. Pekalongan: PT. Nasya Expanding Management.
Sitanggang, Friska Artaria & Prayetno Agustinus Sitanggung. (2021). Buku Ajar Perilaku Konsumen. Pekalongan: PT. Naysa Expanding Management.
Sitorus, Raja Maruli Tua. (2020). Pengaruh Komunikasi Antarpribadi Pimpinan Terhadap Motivasi Kerja. Surabaya: Scopindo Media Pustaka.
Sugiarto. (2017). Metodologi Penelitian Bisnis. Yogyakarta: CV. Andi Offset.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Syahrum dan Salim. (2012). Metodologi Penelitian Kuantitatif. Bandung: Citapustaka Media.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Amroni Amroni, Yani Syafei, Umi Narimawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
