Analisis pengaruh novelty, praise from others, fun, escapism dan social interaction terhadap impulse buying intention melalui hedonic shopping motivation pada konsumen shopee di Surabaya

Angriawan, Axcell Reinhart Bill (2019) Analisis pengaruh novelty, praise from others, fun, escapism dan social interaction terhadap impulse buying intention melalui hedonic shopping motivation pada konsumen shopee di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan teknologi yang begitu pesat menjadi sebuah peluang bagi perusahaan untuk mengembangkan bisnisnya. Salah satu inovasi teknologi yang paling bermanfaat adalah internet. Dengan adanya internet, perusahaan dapat menjual produk atau jasanya secara online yang disebut dengan layanan ecommerce. Shopee adalah salah satu perusahaan yang bergerak di bidang tersebut. Kehadiran Shopee memudahkan konsumen dalam bertransaksi untuk melakukan jual beli secara online. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Novelty, Praise From Others, Fun, Escapism, Social Interaction terhadap Hedonic Shopping Motivation dan Hedonic Shopping Motivation terhadap Impulse Buying Intention. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Hedonic Shopping Motivation sehingga meningkatkan Impulse Buying Intention yang pada akhirnya akan meningkatkan pembelian aktual dari perusahaan Shopee. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 115 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Shopee dan pernah melakukan pembelian di Shopee dalam kurun 3 bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Hedonic Shopping Motivation berpengaruh signifikan terhadap Impulse Buying Intention dengan koefisien regresi sebesar 0.809 dan C.R. sebesar 3.975; variabel Novelty berpengaruh signifikan terhadap Hedonic Shopping Motivation dengan koefisien regresi sebesar 0.232 dan C.R. sebesar 2.912; variabel Praise From Others berpengaruh tidak signifikan terhadap Hedonic Shopping Motivation dengan koefisien regresi sebesar 0.024 dan C.R. sebesar 0.521; variabel Fun berpengaruh tidak signifikan terhadap Hedonic Shopping Motivation dengan koefisien regresi sebesar 0.015 dan C.R. sebesar 0.779; variabel Escapism berpengaruh tidak signifikan terhadap Hedonic Shopping Motivation dengan koefisien regresi sebesar 0.01 dan C.R. sebesar 0.348; variabel Social Interaction berpengaruh signifikan terhadap Hedonic Shopping Motivation dengan koefisien regresi sebesar 0.744 dan C.R. sebesar 3,918 / The rapid development of technology becomes an opportunity for companies to grow their business. One of the most useful technological innovations is the internet. With the internet, companies can sell their products or services online called e-commerce services. Shopee is one of the companies engaged in the field. Shopee presence makes it easy for consumers to transact to make buying and selling online. The purpose of this study was to determine the effect of Novelty, Praise From Others, Fun, Escapism, Social Interaction influence of Hedonic Shopping Motivation and Hedonic Shopping Motivation the influence of Impulse Buying Intention. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of Hedonic Shopping Motivation so as to increase Impulse Buying Intention that will eventually form the success of the company in the long run. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 115 respondents with the characteristics of male and female respondents aged 18-60 years, know about Shopee and buy from Shopee at least 3 months and live in Surabaya. The results showed that Hedonic Shopping Motivation variables had a significant effect on Impulse Buying Intention with a regression coefficient of 0.809 and C.R. amounting to 3,975; Novelty variables have a significant effect on Hedonic Shopping Motivation with a regression coefficient of 0.232 and C.R. amounting to 2,912; the Praise From Others variable has no significant effect on Hedonic Shopping Motivation with a regression coefficient of 0.024 and C.R. amounting to 0.521; Fun variable has no significant effect on Hedonic Shopping Motivation with a regression coefficient of 0.015 and C.R. in the amount of 0.779; the Escapism variable has no significant effect on Hedonic Shopping Motivation with a regression coefficient of 0.01 and C.R. amounting to 0.348; Social Interaction variable has a significant effect on Hedonic Shopping Motivation with a regression coefficient of 0.744 and C.R. amounting to 3,918

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