Pengaruh Fomo, Shopping Lifestyle, dan Hedonic Shopping Motivation terhadap Impulse Buying Decision pada Beauty E-Commerce Beauty Haul (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Sumatera Utara)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh fear of missing out, shopping lifestyle, hedonic shopping motivation terhadap impulse buying decision pada Beauty Haul oleh mahasiswa. Jenis penelitian ini kuantitatif dengan desain asosiatif untuk mengetahui kaitan antara variabel yang mempengaruhi dengan variabel yang dipengaruhi. Populasi penelitian adalah mahasiswi Fakultas Ekonomi dan Bisnis UMSU Medan tahun ajaran 2023/2024 sebanyak 4.612 orang. Sampel ditentukan secara purposive random sampling menggunakan rumus Slovin dan didapat sebanyak 100 responden. Teknik pengumpulan data melalui penyebaran kuesioner. Teknik analisis yang digunakan adalah analisis regresi linier berganda dan sebelumnya dilakukan uji asumsi klasik. Hasil penelitian menunjukkan fear of missing, shopping lifestyle dan hedonic shopping motivation secara parsial berpengaruh positif dan signifikan terhadap impulse buying decision mahasiswi Fakultas Ekonomi dan Bisnis UMSU Medan tahun ajaran 2023/2024 pada Beauty Haul. Fear of missing out, shopping lifestyle dan hedonic shopping motivation secara simultan berpengaruh terhadap impulse buying decision mahasiswi Fakultas Ekonomi dan Bisnis UMSU Medan tahun ajaran 2023/2024 pada Beauty Haul. This research examines the influence of fear of missing out, shopping lifestyle, hedonic shopping motivation on impulse buying decisions on Beauty Haul by students. This type of research is quantitative with an associative design to determine the relationship between influencing variables and the variables that are influenced. The research population was 4.612 students from the Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year. The sample was determined by purposive random sampling using the Slovin formula and obtained 100 respondents. Data collection techniques through distributing questionnaires. The analysis technique used is multiple linear regression analysis and previously a classical assumption test was carried out. The research results show that fear of missing, shopping lifestyle and hedonic shopping motivation partially have a positive and significant effect on the impulse buying decisions of students at the Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year on Beauty Haul. Fear of missing out, shopping lifestyle and hedonic shopping motivation simultaneously influence the impulse buying decisions of students from the Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year on Beauty Haul.