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All Journal Jurnal Ilmiah Mahasiswa Ekonomi Manajemen
Arfianda Pratama Putra
Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala
Economics, Econometrics & Finance

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PENGARUH SHOPPING ENJOYMENT TERHADAP IMPULSE BUYING DENGAN PRODUCT BROWSING SEBAGAI VARIABEL MEDIASI PADA KOSNUMEN SHOPEE ONLINE SHOP(STUDI PADA MAHASISWA DI UNSYIAH BANDA ACEH) Arfianda Pratama Putra; Muhammad Adam
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 6, No 1 (2021): Februari
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimen.v6i1.13590

Abstract

This study aims to measure the effect of shopping enjoyment on impulse buying and product browsing as a mediation at consumer of Shopeee among college students of Unsyiah in Banda Aceh City. The sample used in this study is college students of Unsyiah in Banda Aceh City is totalling 270 respondents. Data collection equipment used in this study was a questionnaire. The sampling technique used is simple random sampling. Hierarchical Linear Modelling (HLM) was used as a method of analysis to determine the effect of all the variables involved. Based on the results of the HLM analysis indicated that shopping enjoyment was related to impulse buying, shopping enjoyment significantly influence product browsing, product browsing was related to impulse buying, product browsing partially mediated the relationship between shopping enjoyment and impulse buying.
PENGARUH SHOPPING ENJOYMENT TERHADAP IMPULSE BUYING DENGAN PRODUCT BROWSING SEBAGAI VARIABEL MEDIASI PADA KONSUMEN SHOPEE ONLINE SHOP BANDA ACEH (PADA MAHASISWA UNSYIAH) Arfianda Pratama Putra; Muhammad Adam
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 5, No 1 (2020): Februari
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimen.v5i1.13492

Abstract

This study aims to measure the effect of shopping enjoyment on impulse buying and product browsing as a mediation at consumer of Shopeee among college students of Unsyiah in Banda Aceh City. The sample used in this study is college students of Unsyiah in Banda Aceh City is totalling 270 respondents. Data collection equipment used in this study was a questionnaire. The sampling technique used is simple random sampling. Hierarchical Linear Modelling (HLM) was used as a method of analysis to determine the effect of all the variables involved. Based on the results of the HLM analysis indicated that shopping enjoyment was related to impulse buying, shopping enjoyment significantly influence product browsing, product browsing was related to impulse buying, product browsing partially mediated the relationship between shopping enjoyment and impulse buying.
Co-Authors Muhammad Adam