Pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser

Abstract

Tujuan dari penelitian ini untuk mengetahui pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser. Dalam penelitian ini seluruh mahasiswa Fakultas Ekonomi Universitas Gunung Lauser stambuk 2020- 2023 sebanyak 2,083 mahasiswa. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling dengan menggunkan rumus Slovin. Berdasarkan kriteria diperoleh 96 (sembilan puluh enam) sampel. Jenis data yang digunakan dalam penelitian ini adalah kuantitatif dengan sumber data primer, dan teknik observasi serta penyebaran kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan SPSS versi 27 hasil penelitian menunjukan secara parsian Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H1 diterima. Dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H2 diterima. Hasil uji secara simultan menunjukan bahwa Shopping Lifestyle dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H3 diterima. Nilai R2 sebesar 40,5% Impulse Buying (variabel terikat) dapat dijelaskan oleh variabel Shopping Lifestyle dan Hedonic Shopping Motivation. The purpose of this research was to determine the effect of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying on the Shopee marketplace among students of the Faculty of Economics at Gunung Lauser University. In this research, all students of the Faculty of Economics at Gunung Lauser University from 2020-2023, totaling 2,083 students, were included. The sampling technique used was probability sampling with the Slovin formula. Based on the criteria, 96 samples were obtained. The type of data used in this research was quantitative with primary data sources, and data collection was conducted through observation techniques and questionnaires. The data analysis technique used was multiple linear regression analysis with the help of SPSS version 27. The research results showed that, partially, Shopping Lifestyle had a positive and significant effect on Impulse Buying on the Shopee marketplace among students of the Faculty of Economics at Gunung Lauser University, with H1 accepted. Hedonic Shopping Motivation also had a significant effect on Impulse Buying on the Shopee marketplace among students of the Faculty of Economics at Gunung Lauser University, with H2 accepted. The simultaneous test results showed that Shopping Lifestyle and Hedonic Shopping Motivation had a significant effect on Impulse Buying on the Shopee marketplace among students of the Faculty of Economics at Gunung Lauser University, with H3 accepted. The R2 value indicated that 40.5% of Impulse Buying (the dependent variable) could be explained by Shopping Lifestyle and Hedonic Shopping Motivation variables.