Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Gamification terhadap Impulse Buying Pada Generasi Z Pengguna Tiktok Shop di Kota Medan

Abstract

Fenomena pesatnya perkembangan belanja online dan frekuensi penggunaan internet dapat menyebabkan impulse buying karena rangsangan belanja dan suasana hati. Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Hedonic Shopping Value terhaap Impulse Buying, (2) Pengaruh Shopping Lifesytle Terhadap Impulse Buying, (3) Pengaruh Gamification terhadap Impulse Buying, (4) Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Gamification terhadap Impulse Buying. Metode penelitian yang digunakan pada penelitian ini adalah kuantitatif dengan pendekatan asosiatif. Dengan menyebarkan angket kuesioner kepada 100 responden generasi Z pengguna TikTok Shop di Kota Medan. Teknik analisis data menggunakan regresi linear berganda. Dengan hasil penelitian : (1) Hedonic Shopping Value (X1) memiliki pengaruh positif dan signifikan terhadap Impulse Buying (Y), dibuktikan dengan t-hitung 3,199 > t-tabel 1,660 dan signifikansinya 0,002 < 0,1, (2) Shopping Lifestyle (X2) memiliki pengaruh yang positif dan signifikan terhadap Impulse Buying, dibuktikan dengan t-hitung 5,091 > t-tabel 1,660 dan signifikansinya 0,001 < 0,1, (3) Gamification (X3) tidak memiliki pengaruh yang signifikan terhadap variabel Impulse Buying (Y) tetapi memiliki nilai yang positif. Dibuktikan dengan t-hitung 1,571 < t-tabel 1,660 dan signifikansinya 0,120 > 0,1, dan (4) Hedonic Shopping Value (X1), Shopping Lifestyle (X2), Gamification (X3) bersama sama (simultan) memiliki pengaruh positif dan signifikan terhadap variable Impulse buying (Y) dibuktikan dengan F-hitung 45,013 > F-tabel 2,14 dan signifikansinya 0,001 < 0,1. The phenomenon of online shopping and internet frequency can lead to impulse buying behavior due to shopping stimuli and moods. This study aims to determine: (1) The effect of Hedonic Shopping Value on Impulse Buying; (2) The Effect of Shopping Lifesytle on Impulse Buying; (3) The effect of gamification on Impulse Buying; (4) The Effect of Hedonic Shopping Value, Shopping Lifestyle, and Gamification on Impulse Buying. The research method used in this research is quantitative with an associative approach. By distributing questionnaires to 100 generation Z respondents who are TikTok Shop users in Medan City. The data analysis technique uses multiple linear regression. With the results of the study: (1) Hedonic shopping Value (X1) has a positive and significant influence on Impulse Buying (Y), evidenced by t-value 3.199 > t-table 1.660 and a significance of 0.002 <0.1, (2) Shopping Lifestyle (X2) has a positive and significant influence on Impulse Buying evidenced by t-value 5.091 > t-table 1.660 and a significance of 0.001 < 0.1, (3) Gamification (X3) does not have a significant effect on Impulse Buying (Y) but has a positive value. Evidenced by t-value 1.571 < t-table 1.660 and a significance of 0.120 > 0.1, and (4) Hedonic Shopping Value (X1), Shopping Lifestyle (X2), Gamification (X3) together (simultaneously) have a positive and significant effect on the variable Impulse buying (Y) is proven by the F-value 45.013 > F-table 2.141 and the significance is 0.001 < 0.1.