FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN IMPULSE BUYING PADA MAHASISWA

Diva Owen, Titi Nugraheni, Misdiyono Misdiyono, Eliya Isfaatun

Abstract


This study aims to analyze the factors that influence impulse buying decisions, especially among students. The variables used in this study as factors that influence impulse buying decisions include: service quality, promotions and hedonic shopping motives.
The research method used in this research is to use a quantitative descriptive method through primary data and several test tools are carried out, including validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, t test, f test and the coefficient of determination used to test the hypothesis. The data used in this study used primary data based on the results of a questionnaire of 100 respondents who were students of Gunadarma University, Kalimalang Campus. The scale measurement on the questionnaire in this study used a modified Likert scale. The results of this study indicate that service quality and promotion partially affect impulse buying, while hedonic shopping motives partially do not affect student impulse buying. phenomenon of society related to e-cigarettes or vaping factors.

Keywords: hedonic shopping motives, buying decisionprice perception, impulse buying

Full Text:

PDF

References


Abrar, K., Naveed, M., & Ramay, M. I. (2017). Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan. Journal of Accounting & Marketing, 06(03). https://doi.org/10.4172/2168-9601.1000246

Aragoncillo, L., & Orús, C. (2018). Impulse buying behaviour: An online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1), 42–62. https://doi.org/10.1108/SJME-03-2018-007

Bellini, S., Cardinali, M. G., & Grandi, B. (2017). A structural equation model of impulse buying behaviour in grocery retailing. Journal of Retailing and Consumer Services, 36(July 2016), 164–171. https://doi.org/10.1016/j.jretconser.2017.02.001

Do, H. N., Shih, W., & Ha, Q. A. (2020). Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field. Heliyon, 6(8), e04667. https://doi.org/10.1016/j.heliyon.2020.e04667

Gudonavičienė, R., & Alijošienė, S. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences, 213, 635–640. https://doi.org/10.1016/j.sbspro.2015.11.464

Hayu, R. S., Surachman, Rofiq, A., & Rahayu, M. (2020). The effect of website quality and government regulations on online impulse buying behavior. Management Science Letters, 10(5), 961–968. https://doi.org/10.5267/j.msl.2019.11.015

Hidayah, A. F. (2019). Peran Self Control dalam Memoderasi Pengaruh Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Value dan Positive Emotion Terhadap Impulsive Buying. Http://Lib.Unnes.Ac.Id/, 1–189. http://lib.unnes.ac.id/40800/1/UPLOAD TESIS ARI FATIHATUL.pdf

Kotler, P. (2014). A framework for marketing image management. In Copyright © 2001by Prentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458Pearson (Vol. 32, Issue 2).

Kotler, Philip. (2000). Managing and Delivering Marketing Programs. Marketing Management: The Millennium Edition, 1–456. www.pearsoncustom.com

Kotler, Philip. (2019). Principles of Marketing (Pearson Ed).

Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759–772. https://doi.org/10.1016/j.ijinfomgt.2016.04.012

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043

Poluan, F. J., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Hedonic Shopping Motives dan Promosi Penjualan Terhadap Impulse Buying Konsumen di Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 8(2), 113. https://doi.org/10.35797/jab.8.2.2019.23627.113-120

Purnomo, H., & Riani, L. P. (2018). Analisis Hedonic Shopping Motives Terhadap Impulse Buying Toko Daring pada Masyarakat Kota Kediri. Ekspektra : Jurnal Bisnis Dan Manajemen, 2, 68–88. https://doi.org/10.25139/ekt.v2i1.719

Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The Relationship of Happiness, Impulse Buying and Brand Loyalty. Procedia - Social and Behavioral Sciences, 213, 687–693. https://doi.org/10.1016/j.sbspro.2015.11.487

Sugiyono. (2011). Statistika untuk penelitian / Sugiyono. Statistika Untuk Penelitian / Sugiyono, 2011(2011), 1–99.




DOI: http://dx.doi.org/10.59112/ekowir.v19i01.228

Refbacks

  • There are currently no refbacks.


Developed by BAPSI UG
https://link.pa-pematangsiantar.go.id/