PENGARUH GENDER, HEDONIC SHOPPING VALUE, DAN SHOPING LIFESTYLE TERHADAP IMPULSE BUYING PADA APLIKASI SHOPEE DI MASA PANDEMI COVID-19



afika, frinka (2021) PENGARUH GENDER, HEDONIC SHOPPING VALUE, DAN SHOPING LIFESTYLE TERHADAP IMPULSE BUYING PADA APLIKASI SHOPEE DI MASA PANDEMI COVID-19. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Penelitian ini dilaksanakan untuk mengetahui pengaruh Gender, Hedonic Shopping Value, dan Shoping Lifestyle terhadap Impulse Buying pada aplikasi Shopee di masa pandemic Covid-19 (survey pada mahasiswa manajemen di Universitas Muhamadiyah Ponorogo). Hasil pengujian menunjukkan bahwa: (1) Gender tidak berpengaruh positif terhadap Impulse Buying pada aplikasi Shopee di masa pandemi Covid-19. (2) Hedonic Shopping Value berpengaruh positif terhadap Impulse Buying pada aplikasi Shopee di masa pandemi Covid-19. (3) Shoping Lifestyle berpengaruh positif terhadap Impulse Buying pada aplikasi Shopee di masa pandemi Covid-19. (4) Gender, Hedonic Shopping Value, dan Shoping Lifestyle berpengaruh positif terhadap Impulse Buying pada aplikasi Shopee di masa pandemi Covid-19

Kata Kunci : Gender, Hedonic Shopping Value, dan Shoping Lifestyle Terhadap Impulse Buying

Item Type: Thesis (Skripsi (S1))
Subjects: T Technology > TX Home economics
Divisions: Faculty of Economic > Department of Management
Depositing User: fe . userfe
Date Deposited: 04 Oct 2021 07:05
Last Modified: 04 Oct 2021 07:05
URI: https://eprints.umpo.ac.id/id/eprint/8117

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