PENGARUH GAYA HIDUP BELANJA DAN MOTIVASI BELANJA HEDONIS TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DIMODERASI POTONGAN HARGA PADA KONSUMEN MARKETPLACE LAZADA FANYASSTORE_ID DI KABUPATEN BANTUL

ASTUTI, FITRIA DWI (2024) PENGARUH GAYA HIDUP BELANJA DAN MOTIVASI BELANJA HEDONIS TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DIMODERASI POTONGAN HARGA PADA KONSUMEN MARKETPLACE LAZADA FANYASSTORE_ID DI KABUPATEN BANTUL. Diploma thesis, UPN Veteran Yogyakarta.

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Abstract

This research is to analyze shopping lifestyle and hedonic shopping motivation
towards impulsive purchasing decisions moderated by price discounts among
Lazada Fanyasstore_id Marketplace consumers. Quantitative research using
purposive sampling technique. The sample used in this research was 116
respondents. The analysis technique in this research uses Partial Least Square
(PLS) analysis to test the hypothesis. The results of this research are that shopping
lifestyle and hedonic shopping motivation have a positive and significant effect on
impulsive purchasing decisions. Price discounts are not able to moderate the
relationship between shopping lifestyle and hedonic shopping motivation and
impulsive purchasing decisions.
Keywords: shopping lifestyle, hedonic shopping motivation, impulse buying
decisions, price discount

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	shopping lifestyle, hedonic shopping motivation, impulse buying decisions, price discount
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eny Suparny
Date Deposited:	31 Jul 2024 07:54
Last Modified:	31 Jul 2024 07:54
URI:	http://eprints.upnyk.ac.id/id/eprint/40544

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