PENGARUH MOTIVASI BELANJA HEDONIS, PROMOSI PENJUALAN, KUALITAS APLIKASI DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PEMBELIAN IMPULSIF PADA PELANGGAN TIKTOK SHOP (Survey pada Mahasiswa Aktif Program Studi S1 Manajemen UPN "Veteran" Yogyakarta)

PADMASARI, SALSABILA ANJELI (2023) PENGARUH MOTIVASI BELANJA HEDONIS, PROMOSI PENJUALAN, KUALITAS APLIKASI DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PEMBELIAN IMPULSIF PADA PELANGGAN TIKTOK SHOP (Survey pada Mahasiswa Aktif Program Studi S1 Manajemen UPN "Veteran" Yogyakarta). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

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PENGARUH MOTIVASI BELANJA HEDONIS, PROMOSI PENJUALAN,
KUALITAS APLIKASI DAN ELECTRONIC WORD OF MOUTH (E-WOM)
TERHADAP PEMBELIAN IMPULSIF PADA
PELANGGAN TIKTOK SHOP
(Survey pada Mahasiswa Aktif Program Studi S1 Manajemen
UPN "Veteran" Yogyakarta)
SALSABILA ANJELI P
NIM. 141190092
Program Studi Manajemen Fakultas Ekonomi dan Bisnis
Universitas Pembangunan Nasional “Veteran” Yogyakarta
ABSTRAK
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh motivasi belanja
hedonis, promosi penjualan, kualitas aplikasi, electronic word of mouth (EWOM)
terhadap pembelian impulsif. Populasi dalam penelitian ini adalah Mahasiswa Aktif
Program Studi S1 Manajemen UPN "Veteran" Yogyakarta yang pernah melakukan
pembelian impulsif melalui aplikasi TikTok Shop. Teknik pengambilan sampel yang
menggunakan purposive sampling. Datadiperoleh dengan menyebarkan kuesioner
dengan menggunakan google formulir, dan jumlah responden yang diperoleh sebanyak
113 responden. Teknik analisis data digunakan adalah analisis deskriptif, uji asumsi
klasik, dan analisis regresi linier berganda dengan menggunakan program SPSS 21.
Hasil dari penelitian ini menunjukkan bahwa : 1) Motivasi belanja, promosi penjualan,
kualitas aplikasi,dan electronic word of mouth (EWOM) secara simultan berpengaruh
signifikan terhadap pembelian impulsif pada pelanggan TikTok Shop. 2) Motivasi
belanja hedonis secara parsial berpengaruh positif dan signifikan terhadap pembelian
impulsif pada pada pelanggan TikTok Shop. 3) Promosi penjualan secara parsial
berpengaruh positif dan signifikan terhadap pembelian impulsif pada pada pelanggan
TikTok Shop. 4) Kualitas aplikasi secara parsial berpengaruh positif dan signifikan
terhadap pembelian impulsif pada pada pelanggan TikTok Shop. 5) Electronic word of
mouth (EWOM) secara parsial berpengaruh positif dan signifikan terhadap pembelian
impulsif pada pada pelanggan TikTok Shop.
Kata kunci: Motivasi Belanja Hedonis, Promosi Penjualan, Kualitas Aplikasi,
Electronic Word of Mouth (EWOM), Pembelian Impulsif
vii
THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION, SALES
PROMOTION, APPLICATION QUALITY AND ELECTRONIC WORD
OF MOUTH (E-WOM) ON IMPULSE BUYING
OF TIKTOK SHOP
(Case Study of Active Student Undergraduate Management Study Program
UPN "Veteran" Yogyakarta)
SALSABILA ANJELI P
NIM. 141190092
Management Study Program, Faculty of Economics and Business, UPN "Veteran"
Yogyakarta
Abstract
This study aims to examine and analyze the effect of hedonic shopping motivation, sales
promotion, application quality, electronic word of mouth (EWOM) on impulse buying.
The population in this study were Active Students of the UPN "Veteran" Yogyakarta
Undergraduate Management Study Program who had made impulse buying through the
TikTok Shop application. The sampling technique used purposive sampling. Data
obtained by distributing questionnaires using Google forms, and the number of
respondents obtained was 113 respondents. The data analysis technique used was
descriptive analysis, classical assumption test, and multiple linear regression analysis
using the SPSS 21 program. The results of this study indicate that: 1) Shopping
motivation, sales promotion, application quality, and electronic word of mouth (EWOM)
significantly Simultaneously has a significant effect on impulse buying for TikTok Shop
customers. 2) Hedonic shopping motivation partially has a positive and significant effect
on impulse buying on TikTok Shop customers. 3) Sales promotions partially have a
positive and significant effect on impulse buying on TikTok Shop customers. 4) The
quality of the application partially has a positive and significant effect on impulse buying
for TikTok Shop customers. 5) Electronic word of mouth (EWOM) partially has a positive
and significant effect on impulse buying on TikTok Shop customers.
Keywords: hedonic shopping motivation; sales promotion; application quality; electronic
word of mouth (EWOM); impulse buying

Item Type: Thesis (Other)
Uncontrolled Keywords: hedonic shopping motivation; sales promotion; application quality; electronic word of mouth (EWOM); impulse buying
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 10 May 2023 02:36
Last Modified: 10 May 2023 02:36
URI: http://eprints.upnyk.ac.id/id/eprint/35118

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