Pengaruh hedonic shopping value terhadap discounted product purchasing intention pada marketplace

DETAIL KOLEKSI

Pengaruh hedonic shopping value terhadap discounted product purchasing intention pada marketplace

4.0

Oleh : Uci Nur Fauziyah

Info Katalog

Nomor Panggil : 022001804026

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Asep Hermawan

Subyek : Marketing - Management

Kata Kunci : novelty, fun, praise from others, escapism, social interaction, discounted product purchasing intent

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001804026_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001804026_Lembar-Pengeshana.pdf
3.	2022_TA_SMJ_022001804026_Bab-1-Pendahuluan.pdf	8
4.	2022_TA_SMJ_022001804026_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001804026_Bab-3-Metodologi-Penelitian.pdf
6.	2022_TA_SMJ_022001804026_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001804026_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001804026_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001804026_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh novelty, fun, praise from others, escapism dan social interaction terhadap discounted product purchasing intention pada suatu marketplace Shopee.Data penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling, dimana sampel yang diambil dari penelitian ini adalah 319 responden yang telah melakukan pembelian produk di marketplace Shopee minimal sekali dalam 1 bulan dalam kurun waktu 6 bulan terakhir. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS.Hasil penelitian ini menunjukkan bahwa novelty, escapism dan social interaction berpengaruh positif terhadap discounted product purchasing intention sedangkan fun dan praise from others tidak berpengaruh terhadap discounted product purchasing intention.Hipotesis kelima menunjukkan bahwa discounted product purchasing intention pada Shopee dipengaruhi oleh social interaction, dimana konsumen tertarik untuk membeli produk diskon pada Shopee karena interaksi sosial yang terjadi selama menjelajahi situs Shopee.Keterbatasan dalam penelitian yaitu hanya dilakukan pada konsumen Shopee saja sehingga tidak dapat digeneralisasikan pada konsumen marketplace lain dan penelitian ini hanya dilakukan di daerah Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek) sehingga tidak dapat digeneralisasikan serta penelitian ini hanya melibatkan variabel novelty, fun, praise from others, escapism, social interaction dan discounted product purchasing intention.Saran untuk peneliti selanjutnya yaitu sebaiknya penelitian ini melibatkan responden di berbagai daerah diluar kota Jabodetabek serta peneliti selanjutnya sebaiknya menambah jumlah sampel dalam penelitian dan memperluas cakupan kriteria konsumen yang menjadi objek penelitian sehingga hasilnya dapat digeneralisasikan pada produk lain yang sejenis. Selain itu, peneliti selanjutnya sebaiknya menambah variabel yang belum diteliti pada penelitian ini misalnya variabel gaya hidup, bauran pemasaran, dan lain-lainnya agar memperoleh simpulan yang lebih baik daripada penelitian ini.

T This study aims to test and analyze the influence of novelty, fun, praise from others, escapism and social interaction against discounted product purchasing intention on a Shopee marketplace.This research data use a non-probability sampling method with purposive sampling technique, where the samples taken from this study are 319 respondents who have purchased products in shopee marketplace at least once every 1 month in the last 6 months. The data analysis tool used is Structural Equation Model (SEM) through the AMOS program.The results of this study showed that novelty, escapism and social interaction positively affect discounted product purchasing intention while fun and praise from others do not affect discounted product purchasing intention.The fifth hypothesis suggests that discounted product purchasing intention in Shopee is influenced by social interaction, where consumers are interested in buying discounted products on Shopee due to social interactions that occur while browsing shopee sites.Limitations in the research are done on shopee consumers so it can not be generalized in consumers of other marketplace and this research is only conducted in the area of Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek) so it can not be generalized and this research only involves variables novelty, fun, praise from others, escapism, social interaction and discounted product purchasing intention.The next suggestion for researchers is that this study should involve respondents in various areas outside Jabodetabek and further researchers should increase the number of samples in the study and expand the scope of consumer criteria that become the object of research so that the results can be generalized on other similar products. Besides, researchers should then add variables that have not been studied in this study such as lifestyle variables, marketing mix, and others to obtain a better conclusion than this study.