Anteseden dari pembelian secara impulsif yang afektif di Bukalapak

Harris, Andry (2018) Anteseden dari pembelian secara impulsif yang afektif di Bukalapak. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine whether there is a relationship between Adventure, Value, Idea, Social and Relaxation Shopping towards Impulse Buying in Bukalapak e-commerce in Indonesia, specifically in the Jakarta and surrounding areas. The target is those who have an interest or interest in online shopping which is then focused on the Bukalapak brand. The total respondents used were 219 people. Data collection tools in the form of questionnaires with Likert scale, while data analysis tools were carried out by Partial Least Square (PLS) statistical techniques from Imam Ghozali with the Smart PLS 3.0 program. Based on the results of data analysis shows that there is a positive influence between Adventure, Value, Social and Relaxation Shopping on Impulse Buying on Bukalapak e-commerce in Jakarta. And there is a negative influence of Idea Shopping on Impulse Buying. / Penelitian ini bertujuan untuk mengetahui apakah terdapat hubungan antara Adventure, Value, Idea, Social dan Relaxation Shopping terhadap Impulse Buying pada e-commerce Bukalapak di Indonesia, secara khusus di area Jakarta dan sekitarnya. Targetnya adalah mereka yang memiliki ketertarikan atau minat terhadap belanja online yang kemudian di fokuskan pada brand Bukalapak. Total responden yang digunakan sebanyak 219 orang. Alat pengumpul data berupa kuesioner dengan skala Likert, sedangkan alat analisis data yang dilakukan dengan teknik statistik Partial Least Square (PLS) dari Imam Ghozali dengan program Smart PLS 3.0. Berdasarkan hasil analisis data menunjukkan bahwa terdapat pengaruh yang positif antara Adventure, Value, Social dan Relaxation Shopping terhadap Impulse Buying pada e-commerce Bukalapak di Jakarta. Dan terdapat pengaruh yang negatif Idea Shopping terhadap Impulse Buying.

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