PENGARUH VIRAL MARKETING, HEDONIC SHOPPING MOTIVATION, DAN FLASH SALE TERHADAP IMPULSIVE BUYING PADA PENGGUNA E-COMMERCE SHOPEE DI KABUPATEN SEMARANG - Khalda, Farah Salsabilla; Suryatama, Fajar; Rahayu, Sri (Universitas Darul Ulum Islamic Centre Sudirman GUPPI, 2025)
ABSTRAK Penelitian ini bertujuan untuk menguji secara empiris pengaruh Viral Marketing, Hedonic Shopping Motivation dan Flash Sale Terhadap Impulsive Buying pada Pengguna E-commerce Shopee di Kabupaten Semarang. Penelitian ini adalah kuantitatif, teknik sampling yang digunakan adalah nonprobability sampling dan metode yang digunakan adalah purposive sampling. Populasi dalam penelitian ini adalah masyarakat kabupaten Semarang yang berbelanja online di e-commerce Shopee. Sampel yang digunakan sebanyak 100 responden. Teknik analisis data yang digunakan berupa: uji validitas, uji reliabilitas, uji korelasi sederhana dan berganda, uji regresi linier sederhana dan berganda, uji koefisien determinasi, uji t dan uji F, dengan program pengolah data yaitu SPSS versi 26. Hasil penelitian ini menunjukkan bahwa: 1) Vraiabel Viral Marketing secara parsial berpengaruh negatif signifikan terhadap Impulsive Buying. 2) Hedonic Shopping Motivation secara parsial berpengaruh positif signifikan terhadap Impulsive Buying. 3) Flash Sale secara parsial memiliki pengaruh positif signifikan terhadap Impulsive Buying. 4) Secara bersama-sama variabel Viral Marketing, Hedonic Shopping Motivation, dan Flash Sale berpengaruh signifikan terhadap Impulsive Buying.Kata kunci: Viral Marketing, Hedonic Shopping Motivation, Flash Sale, Impulsive Buying ABSTRACT This study aims to empirically test the influence of Viral Marketing, Hedonic Shopping Motivation and Flash Sale on Impulsive Buying on Shopee E-commerce Users in Semarang Regency. This study is quantitative, the sampling technique used is nonprobability sampling and the method used is purposive sampling. The population in this study is the people of Semarang regency who shop online on Shopee e-commerce. The sample used was 100 respondents. The data analysis techniques used are: validity test, reliability test, simple and multiple correlation test, simple and multiple linear regression test, determination coefficient test, t test and F test, with a data processing program, namely SPSS version 26. The results of this study show that: 1) Vraiabel Viral Marketing partially has a significant negative effect on Impulsive Buying. 2) Hedonic Shopping Motivation partially has a significant positive effect on Impulsive Buying. 3) Flash Sale partially has a significant positive effect on ImpulsiveBuying. 4) Together, the variables of Viral Marketing, Hedonic Shopping Motivation, and Flash Sale have a significant effect on Impulse Buying.Keywords: Viral Marketing, Hedonic Shopping Motivation, Flash Sale, Impulsive Buying