Herdiana, Desentia Kurnia (2024) PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Survei Pada Generasi Z Pengguna E-Commerce Shopee di Daerah Istimewa Yogyakarta). Diploma thesis, Universitas Pembangunan Nasional "Veteran" Yogyakarta.
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Abstract
This research aims to determine and analyze the effect of hedonic shopping
motivation and price discount on impulse buying through positive emotion as an
intervening variable in generation Z Shopee e-commerce users in the Special
Region of Yogyakarta. This research is a survey research using a questionnaire to
collect data. The population in this study is generation Z in the Special Region of
Yogyakarta who are Shopee e-commerce users. The sample in this study were 100
respondents using purposive sampling method. The data analysis technique in this
research uses SEM analysis through the SmartPLS 3.0 data processing program.
The results of this research show that: 1) Hedonic shopping motivation has a
positive and significant effect on impulse buying, 2) Price discount has a positive
and significant effect on impulse buying, 3) Hedonic shopping motivation has a
positive and significant effect on positive emotion, 4) Price discount has a positive
and significant effect on positive emotion, 5) Positive emotion has a positive and
significant effect on impulse buying, 6) Hedonic shopping motivation has a positive
and significant effect on impulse buying through positive emotion, 7) Price discount
has a positive and significant effect on impulse buying through positive emotion.
Keywords : Hedonic Shopping Motivation, Price Discount, Impulse Buying dan
Positive Emotion.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Hedonic Shopping Motivation, Price Discount, Impulse Buying dan Positive Emotion. |
| 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: | 15 May 2024 08:13 |
| Last Modified: | 15 May 2024 08:13 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/39439 |
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