PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP KECENDERUNGAN PEMBELIAN IMPULSIF DI ONLINE SHOP (Survei Online pada Konsumen Zalora Indonesia di Kota Surabaya) - Defi Mulianingsih; Achmad Fauzi DH; Rizal Alfisyahr (Fakultas Ilmu Administrasi Universitas Brawijaya, 2019)
This research aims to explain : 1) The influence of Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) simultaneously toward Impulse Buying Tendency (Y) ; and 2) The influence of Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) partially toward Impulse Buying Tendency (Y).This research used explanatory research with quantitative approach. There were six variables used in this research : Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) and Impulse Buying Tendency (Y). The collection of data obtained through an online questionnaire. Sample in this research was 116 respondents in Surabaya who ever made a purchase on website/mobile apps of Zalora Indonesia. The sampling technique was nonprobability sampling that use purposive sampling. Descriptive analysis and multiple linear regression are used in this research as data analysis. Kеywords: Hedonic Shopping Motivation Impulse Buying Tendency, Online Shopping. АBSTRАK Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan pengaruh variabel-variabel Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4) dan Relaxation Shopping (X5) secara simultan terhadap Kecenderungan Pembelian Impulsif (Y) ; dan 2) Mengetahui dan menjelaskan pengaruh variabel-variabel Adventure Shopping (X1),Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4) dan Relaxation Shopping (X5) secara parsial terhadap Kecenderungan Pembelian Impulsif (Y). Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada enam, yaitu Adventure Shopping (X1), Value Shopping (X2), Idea Shopping (X3), Social Shopping (X4), Relaxation Shopping (X5) dan Kecenderungan Pembelian Impulsif (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online. Sampel sebanyak 116 orang responden di kota Surabaya yang pernah melakukan pembelian produk fashion di website/mobile apps Zalora Indonesia. Teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Analisis yang digunakan yaitu analisis deskriptif dan analisis regresi linier berganda. Kаtа Kunci: Motivasi Belanja Hedonis, Kecenderungan Pembelian Impulsif, Online Shopping