ANTARA KEINGINAN DAN KENYAMANAN: PERAN SHOPPING MOTIVES, EMOTIONAL STATES, DAN ONLINE SHOPPING EXPERIENCE DALAM PEMBELIAN IMPULSIF MAHASISWA GEN Z

Sukma Irdiana; Tri Palupi Robustin; Nur Latifa Isnaini Putri

Authors

Sukma Irdiana Institut Teknologi dan Bisnis Widya Gama Lumajang
Tri Palupi Robustin Institut Teknologi dan Bisnis Widya Gama Lumajang
Nur Latifa Isnaini Putri Institut Teknologi dan Bisnis Widya Gama Lumajang

Keywords:

Shopping Motives, Emotional States, Online Shopping Experience, Pembelian Impulsif

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh hedonic shopping motive, utilitarian shopping motive, emotional states, dan online shopping experience terhadap impulse buying pada mahasiswa Gen Z. Penelitian dilakukan di seluruh Indonesia dengan sampel sebanyak 80 responden. Variabel yang digunakan dalam penelitian ini meliputi hedonic shopping motive, utilitarian shopping motive, emotional states, dan online shopping experience sebagai variabel independen atau variabel bebas dan impulse buying sebagai variabel dependen atau variabel terikat. Data yang digunakan dalam penelitian ini adalah data primer, diperoleh dari hasil jawaban responden yang dikumpulkan dengan bantuan kuisioner. Metode pengambilan sampel menggunakan dengan Tehnik non probability sampling yang digunakan dalam penelitian ini yaitu dengan tehnik purposive sampling yaitu teknik untuk menentukan sampel dengan pertimbangan tertentu. Metode analisis yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, tahap analisa menggunakan Regresi Linear Berganda dan pengujian hipotesis. Dengan bantuan program SPSS 25 for windows. Hasil penelitian ini menunjukkan bahwa variabel utilitarian shopping motive dan online shopping experience tidak mempunyai pengaruh dan signifikan terhadap impulse buyung, sedangkan hedonic shopping motive dan emotional states mempunyai pengaruh yang signifikan terhadap impulse buying. Hedonic shopping motive, utilitarian shopping motive, emotional states, dan online shopping experience secara simultan berpengaruh terhadap impulse buying pada mahasiswa Gen Z.

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