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

Moh. Fitrandi Mooduto; Zainal Abidin Umar; Idris Yanto Niode

Authors

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

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 t_hitung (2,663) lebih besar dari nilai t_tabel (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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