Pengaruh Shopping Enjoyment Dan Price Discount Terhadap Impulsive Buying Pada Marketplace Shopee (Studi Pada Mahasiswa Di Kota Kediri)

Ardita, Erika (2024) Pengaruh Shopping Enjoyment Dan Price Discount Terhadap Impulsive Buying Pada Marketplace Shopee (Studi Pada Mahasiswa Di Kota Kediri). Skripsi thesis, Universitas Kadiri.

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Abstract

The purpose of this study was to determine the effect of shopping enjoyment on impulsive purchases, to determine the effect of price discounts on impulsive purchases and to determine the effect of shopping enjoyment and price discounts on impulsive purchases in the Shopee marketplace (Study on students in Kediri City). The type of descriptive analysis research is used with quantitative research methods in this type of research. This research was conducted in Kediri City, East Java. With a sample of 96 respondents, this study focused on students living in Kediri City who made purchases at the Shopee market. The sampling strategy combines a purposive sampling approach with criteria determined by the researcher with the Lemeshow formula. Validity test, reliability test, multiple linear regression test, classical assumption test (normality, multicollinearity, heteroscedasticity), and hypothesis test (t test, F test, coefficient of determination) are data analysis techniques used. The data processing tool uses SPPS version 23. The findings of the study indicate that impulsive purchases are not greatly influenced by shopping enjoyment, impulsive purchases made at the Shopee market are not greatly influenced by price discounts, and shopping enjoyment and price discounts together have a large influence. major impact on impulsive buying. (study on students in Kediri City).

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 23 May 2025 02:03
Last Modified: 23 May 2025 02:03
URI: http://repository.unik-kediri.ac.id/id/eprint/769

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