Pengaruh motivasi belanja hedonis dan utilitarian terhadap impulse buying tendency dalam online shopping
Info Katalog
File Repositori
Nomor Panggil : 2015_TA_MJ_022111130
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : Harsini Sutomo
Subyek : Online shopping;Marketing management
Kata Kunci : online shopping, hedonic motivations, utilitarian motivation, impulse buying tendency.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | TA_MJ_22015_022111130-Halaman-Judul.pdf | 15 | |
| 2. | 2015_TA_MJ_022111130-_-Bab-1.pdf | 7 | |
| 3. | 2015_TA_MJ_022111130-_-Bab-2.pdf | 25 |
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| 4. | 2015_TA_MJ_022111130-_-Bab-3.pdf |
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| 5. | 2015_TA_MJ_022111130-_-Bab-4.pdf |
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| 6. | 2015_TA_MJ_022111130-_-Bab-5.pdf |
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| 7. | 2015_TA_MJ_022111130-_-Daftar-Pustaka.pdf | 4 | |
| 8. | 2015_TA_MJ_022111130-_-Lampiran.pdf |
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P enelitian ini membahas pengaruh motivasi belanja hedonis dan utilitarian konsumen terhadap kecenderungan belanja impulsif dalam belanja online. Sebanyak 200 konsumen garis lurus menjabat sebagai sampel. Analisis data dilakukan dengan menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa semua dimensi motivasi belanja hedonik (belanja petualangan, belanja nilai, belanja ide, belanja sosial dan belanja relaksasi) memiliki pengaruh yang signifikan terhadap kecenderungan belanja impulsif dalam belanja online. Ditemukan juga bahwa dimensi motivasi belanja utilitarian (efisiensi) tidak memiliki pengaruh yang signifikan terhadap kecenderungan pembelian impuls online
T his study discusses the effect of hedonic and utilitarian shopping motivations consumer on impulse buying tendency in online shopping. A total of 200online consumers served as the sample. Data analysis was conducted using multiple regression analysis. The results showed that all dimension of hedonic shopping motivations (adventure shopping, value shopping, idea shopping, social shopping and relaxation shopping) have a significant influence on impulse buying tendency in online shopping. It was also found that the dimension of utilitarian shopping motivation (efficiency) does not have a significant influence on online impulse buying tendency
Pengaruh perceived usefulness, perceived easy of use dan perceived risk terhadap attitude towards online shopping
FEB - Usakti
Pengaruh sales promotion terhadap online shopping yang di moderasi oleh online brand trust
FEB - Usakti
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