PENGARUH PRICE DISCOUNT, LIFESTYLE DAN LIVE STREAMING TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Generasi Z Live Streaming TikTok Shop di Kabupaten Sleman)

SUWANDI, VANIA GLADYS (2024) PENGARUH PRICE DISCOUNT, LIFESTYLE DAN LIVE STREAMING TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Generasi Z Live Streaming TikTok Shop di Kabupaten Sleman). Other thesis, UPN Veteran Yogyakarta.

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Abstract

ix
THE INFLUENCE PRICE DISCOUNT, LIFESTYLE AND LIVE
STREAMING ON IMPULSE BUYING THROUGH POSITIVE EMOTION
AS AN INTERVENING VARIABLE
(Survey of Generation Z Live Streaming TikTok Shop Consumers in Sleman
Regency)
Vania Gladys Suwandi
141200006
Student of the Management Study Program, Faculty of Economics and
Business of National Development University “Veteran” Yogyakarta
141200006@student.upnyk.ac.id
ABSTARCT
This study aims to determine and analyze the effect of price discount, lifestyle and
live streaming on impulse buying through positive emotion mediation. This research
is a survey research using a questionnaire to collect data. The population in this
study is generation Z who live in Sleman Regency and have made transactions at
TikTok Shop. The sample in this study were 104 respondents using non-probability
sampling method. The data analysis technique uses quantitative analysis expressed
in numbers using SmartPLS version 3.0. The results of this study indicate that: 1)
Price discount has no significant effect on impulse buying, 2) Lifestyle has a
positive and significant effect on impulse buying, 3) Live streaming has a positive
and significant effect on impulse buying, 4) Price discount has a positive and
significant effect on positive emotion 5) Lifestyle has a positive and significant
effect on positive emotion 6) Live streaming has a positive and significant effect on
positive emotion 7) Positive emotion has a positive and significant effect on impulse
buying 8) Price discount has a positive and significant effect on impulse buying
through positive emotion 9) Lifestyle has a positive and significant effect on impulse
buying through positive emotion 10) Live streaming has a positive and significant
effect on impulse buying through positive emotion
Keywords: Price Discount, Lifestyle, Live Streaming, Positive Emotion, Impulse
Buying
x
PENGARUH PRICE DISCOUNT, LIFESTYLE DAN LIVE STREAMING
TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION
SEBAGAI VARIABEL MEDIASI
(Survei Pada Konsumen Generasi Z Live Streaming TikTok Shop di
Kabupaten Sleman)
Vania Gladys Suwandi
141200006
Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Bisnus Universitas
Pembangunan Nasional “Veteran” Yogyakarta.
141200006@student.upnyk.ac.id
ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh price
discount,lifestyle dan live streaming terhadap impulse buying memalui mediasi
positive emotion. Penelitian ini merupakan penelitian survei dengan menggunakan
kuesioner untuk mengumpulkan data. Populasi dalam penelitian ini adalah generasi
Z yang berdomisili di Kabupaten Sleman dan sudah melakukan transaksi di TikTok
Shop. Sampel dalam penelitian ini adalah 104 responden dengan menggunakan
metode non-probability sampling. Teknik analisis data menggunakan analisis
kuantitatif yang dinyatakan dalam angka dengan menggunakan SmartPLS versi 3.0.
Hasil penelitian ini menunjukkan bahwa: 1) Price discount tidak berpengaruh
signifikan terhadap impulse buying, 2) Lifestyle berpengaruh positif dan signifikan
terhadap impulse buying, 3) Live streaming berpengaruh positif dan signifikan
terhadap impulse buying, 4) Price discount berpengaruh positif dan signifikan
terhadap positive emotion 5) Lifestyle berpengaruh positif dan signifikan terhadap
positive emotion 6) Live streaming berpengaruh positif dan signifikan terhadap
positive emotion 7) Positive emotion berpengaruh positif dan signifikan terhadap
impulse buying 8) Price discount berpengaruh positif dan signifikan terhadap
impulse buying melalui positive emotion 9) Lifestyle berpengaruh positif dan
signifikan terhadap impulse buying melalui positive emotion 10) Live streaming
berpengaruh positif dan signifikan terhadap impulse buying melalui positive
emotion

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 08 Aug 2024 07:28
Last Modified: 08 Aug 2024 07:28
URI: http://eprints.upnyk.ac.id/id/eprint/40651

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