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PENGARUH HEDONIC CONSUMPTION, AVAILABILITY OF MONEY, DAN POSITIVE EMOTION TERHADP IMPULSIVE BUYING PADA E-COMMERCE SHOPEE PADA MASYARAKAT KOTA PALEMBANG

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This study aims to analyze the effect of Hedonic Consumption, Availability of money, and Positive emotion, on Impulsive buying at e-commerce Shopee in Palembang city. The population in this study is the community of Shopee e-commerce users in the city Palembang.the number of samples used in this study were 100 people. Data collection was carried out by distributing questionnaires to the Shopee e-commerce user community and using a purposive sampling technique. Based on the result pf the t test, it can be concluded that the variable Hedonic Consumption has a significant partial effect on impulsive buying on the Shopee application, as indicated by a t value of 9,307, which is greater than the t table value of 1.985. Meanwhile, the variable availability of money does not have a significant partial effect on impulsive buying, as shown by a t value of -1,781, which is smaller than the t table value of 1,985. Similarly, the variable positive emotion also does not have a significant partial effect on impulsive buying, with a t value of 1,281, which is below the t table value of 1,985. However, based on the simultaneous F test, the calculated F value of 55,888 exceeds the F table value of 3,09, indicating that the variable Hedonic Consumption, availability of money, and positive emotion have a significant simultaneous effect on impulsive buying.

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Inventory Code Barcode Call Number Location Status
2507005854T184393T1843932025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1843932025
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xix, 149 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.807
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Manajemen pemasaran
Specific Detail Info
-
Statement of Responsibility
Other version/related
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