Determinan Pembelian Impulsif Mahasiswa Pengguna E-commerce Shopee di Universitas Jambi

Sholatin, Hayuning (2024) Determinan Pembelian Impulsif Mahasiswa Pengguna E-commerce Shopee di Universitas Jambi. S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK Penelitian ini telah dilaksanakan dengan aturan penulisan secara akademis serta bimbingan dari Bapak Dr. Zainul Bahri, S.E., M.E dan Bapak Jaya Kusuma Edy, S.E., M.Si, CDM. Penelitian ini berjudul “Determinan Pembelian Impulsif Mahasiswa Pengguna E-Commerce Shopee di Universitas Jambi”. Adapun tujuan dari penelitian ini yaitu untuk mengetahui : 1). Bagaimana karakteristik mahasiswa impulsive buyers pada e-commerce Shopee di Universitas Jambi. 2). Bagaimana pengaruh pendapatan, trend racun Shopee, flash sale, dan voucher free ongkir terhadap pembelian impulsif pada e-commerce Shopee di Universitas Jambi. Metodologi penelitian yang digunakan dalam penelitian ini yaitu kuantitatif dengan analisis deskriptif yang bersumber dari data primer melalui kuisioner kepada mahasiswa S1 Universitas Jambi, dan data sekunder untuk jumlah mahasiswa Universitas Jambi yang diperoleh dari Data PDDikti Kemdikbud dengan bantuan alat analisis Software IBM SPSS Statistics. Hasil penelitian menunjukan bahwa perempuan lebih banyak melakukan pembelian impulsif dibandingkan laki-laki, dengan umur 22 tahun dan dengan kategori pendapatan 300.000-599.000 perminggu. Berdasarkan uji wald didapatkan hasil bahwa yang berpengaruh positif terhadap pembelian impulsif adalah trend racun Shopee dan flash sale, sedangkan yang berpengaruh negatif adalah pendapatan dan voucher free ongkir, Berdasarkan uji omnibus model fit pendapatan, trend racun Shopee, flash sale, dan voucher free ongkir berpengaruh secara keseluruhan terhadap pembelian impulsif mahasiswa pengguna e-commerce Shopee di Universitas Jambi. Kata Kunci : e-commerce, pembelian impulsive, Shopee, binary logistic ix ABSTRACT This research has been carried out with academic writing rules and guidance from Mr. Dr. Zainul Bahri, S.E., M.E and Mr. Jaya Kusuma Edy, S.E., M.Si, CDM. This research is entitled "Determinants of Impulsive Buying of Shopee E-Commerce Users at Jambi University". The aim of this research is to find out: 1). What are the characteristics of impulsive buyer students on Shopee e-commerce at Jambi University. 2). What is the influence of income, Shopee toxic trends, flash sales, and free shipping vouchers on impulse purchases on Shopee e-commerce at Jambi University. The research methodology used in this research is quantitative with descriptive analysis sourced from primary data through questionnaires to Jambi University undergraduate students, and secondary data for the number of Jambi University students obtained from the Ministry of Education and Culture's PDDikti Data with the help of the IBM SPSS Statistics Software analysis tool. The research results show that women make more impulse purchases than men, aged 22 years and with an income of 300,000-599,000 per week. Based on the Wald test, the results showed that the positive influence on impulse buying was the toxic Shopee trend and flash sales, while the negative influence was income and free shipping vouchers. Based on the omnibus test of the income fit model, the toxic Shopee trend, flash sales and free shipping vouchers had an effect. Overall on the impulsive purchases of students using Shopee e-commerce at Jambi University. Keywords: e-commerce, impulsive buying, Shopee, binary logistics

Type:	Thesis (S1)
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Ekonomi Pembangunan
Depositing User:	Sholatin
Date Deposited:	09 Jul 2024 04:50
Last Modified:	09 Jul 2024 04:50
URI:	https://repository.unja.ac.id/id/eprint/66986

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