Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying pada Pelanggan E-Commerce Shopee di Kecamatan Medan Sunggal

Abstract

Tujuan Penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada Pelanggan E-Commerce Shopee Di Kecamatan Medan Sunggal. Model Penelitian yang dilakukan adalah Penelitian asosiatif, dimana Variabel diukur dengan skala likert, Metode pengumpulan data dilakukan dengan kuesioner dengan daftar pertanyaan atau angket yang sudah dipersiapkan sebelumnya dan diberikan kepada responden Populasi dalam penelitian ini adalah pada Pelanggan E-commerce Shopee di Kecamatan Medan Sunggal, Kampung Lalang, Kota Medan yang berjumlah 133.939 responden. Karena besarnya populasi penulis mengambil 1 Kelurahan yaitu Kelurahan Lalang yang berjumlah 21.268 responden Penarikan sampel dengan metode Slovin dalam penelitian ini sampel yang didapat berjumlah 100 Responden. Pengolahan data menggunakan perangkat lunak SPSS Versi 22, dengan analisa deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil Penelitian menunjukkan bahwa (1) secara parsial Sales Promotion mempengaruhi Impulse Buying (2) secara parsial Hedonic Shopping Motivation mempengaruhi Impulse Buying (3) secara parsial variabel Shopping Lifestyle mempengaruhi Impulse Buying (4) secara simultan terdapat pengaruh yang positif dan signifikan antara Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada Pelanggan E-Commerce Shopee di Kecamatan Medan Sunggal. The purpose of this study was to determine and analyze the influence of Sales Promotion, Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying on Shopee E-Commerce Customers in Medan Sunggal District. The research model used is associative research, where the variables are measured using a Likert scale. The data collection method is carried out using a questionnaire with a list of questions or questionnaires that have been prepared in advance and given to respondents. The population in this study is Shopee E-commerce customers in Medan Sunggal District, Kampung Lalang, Medan City, totaling 133,939 respondents. Because of the large population, the authors took 1 Kelurahan, namely Kelurahan Lalang, which amounted to 21,268 respondents. The sampling method using the Slovin method in this study, the sample obtained was 100 respondents. Data processing using SPSS Version 22 software, with descriptive analysis and multiple regression analysis hypothesis testing. The results of the study show that (1) partially Sales Promotion affects Impulse Buying (2) partially Hedonic Shopping Motivation affects Impulse Buying (3) Partially Shopping Lifestyle variables affect Impulse Buying (4) Simultaneously there is a positive and significant influence between Sales Promotion, Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying on Shopee E-Commerce Customers in Medan Sunggal District.