<![CDATA[Penelitian ini bertujuan untuk menganalisis bagaimana hedonic shopping value dan fitur spaylater berpengaruh terhadap impulsive buying pada pengguna Shopee di Kota Medan. Populasi dalam penelitian ini adalah masyarakat kota Medan sebanyak 140 orang. Teknik pengambilan sampel menggunakan purposive sampling. Hasil uji regresi berganda menunjukkan bahwa variabel hedonic shopping value berpengaruh positif terhadap impulsive buying dengan memperoleh koefisien 0,125. Variabel fitur spaylater berpengaruh positif terhadap impulsive buying dengan koefisien regresi sebesar 0,169. Hasil perhitungan uji t (parsial) hedonic shopping value (X1) berpengaruh positif dan signifikan terhadap impulsive buying, hal ini ditunjukkan dengan hasil perhitungan dengan nilai thitung =2,562 >ttabel =1,655 dengan signifikan sebesar 0,011 < 0,05. Variabel fitur spaylater (X2) berpengaruh positif dan signifikan terhadap impulsive buying, hal ini ditunjukkan dengan hasil perhitungan nilai thitung =1,920 >ttabel =1,655 dengan signifikan sebesar 0,027< 0,05. Dari hasil determinasi (R2) diperoleh nilai R2 = 89% Variabel impulsive buying (Y) dipengaruhi oleh variable hedonic shopping value (X1) dan fitur spaylater (X2) sedangkan sisanya sebesar 11% dipengaruhi oleh variable bebas lain yang tidak diteliti dalam penelitian ini. This study aims to analyze how hedonic shopping value and spaylater features affect impulsive buying in Shopee users in Medan City. The population in this study is the people of Medan city as many as 140 people. The sampling technique uses purposive sampling. The results of the multiple regression test showed that the hedonic shopping value variable had a positive effect on impulsive buying by obtaining a coefficient of 0.125. The variable spaylater feature has a positive effect on impulsive buying with a regression coefficient of 0.169. The calculation of the t (partial) hedonic shopping value (X1) test has a positive and significant effect on impulsive buying, this is shown by the calculation results with acalculated t value = 2.562 >ttable = 1.655 with a significant of 0.011 < 0.05. The variable spaylater feature (X2) has a positive and significant effect on impulsive buying, this is shown by the calculation results of thecalculated t value = 1.920 >ttable = 1.655 with a significant of 0.027< 0.05. Simultaneously, the hedonic shopping value variable (X1) and the spaylater feature (X2) have a positive and significant effect on impulsive buying. From the results of determination (R 2) obtained the value of R2 = 89% The impulsive buying variable (Y) is influenced by the hedonic shopping value variable (X1) and the spaylater feature (X2) while the remaining 11% is influenced by other independent variables that were not studied in this study.]]>
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