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

Abstract

Penelitian ini bertujuan untuk mengetahui: Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Gamification Terhadap Impulse Buying Pada Generasi Z Pengguna TikTok Shop Di Kota Kabanjahe. Metode penelitian yang digunakan pada penelitian ini adalah kuantitatif. Dengan menyebarkan angket kuesioner kepada 390 responden generasi Z di Kota Kabanjahe. Teknik analisis data menggunakan regresi linear berganda. Dengan hasil penelitian.(X1) Hedonic Shopping Value, berpengaruh secara signifikan terhadap Impulse Buying. (X2) Shopping Lifestyle berpengaruh secara signifikan terhadap Impulse Buying. (X3) Gamification tidak berpengaruh secara signifikan terhadap Impulse Buying. Hedonic Shopping Value, Shopping Lifestyle, dan Gamification secara serempak adalah signifikan terhadap Impulse Buying. This study aims to determine: The Influence of Hedonic Shopping Value, Shopping Lifestyle, and Gamification on Impulse Buying in Generation Z TikTok Shop Users in Kabanjahe City. The research method used in this study is quantitative. By distributing questionnaires to 390 generation Z respondents in Kabanjahe City. The data analysis technique uses multiple linear regression. With the results of the study. (X1) Hedonic Shopping Value, has a significant effect on Impulse Buying. (X2) Shopping Lifestyle has a significant effect on Impulse Buying. (X3) Gamification does not have a significant effect on Impulse Buying. Hedonic Shopping Value, Shopping Lifestyle, and Gamification simultaneously are significant towards Impulse Buying